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A nugget of pure platinumPlatinum is pure--an expression of integrity, a reflection of inner truth.  Platinum's purity endows it with a brilliant white luster.  This helps to reflect the true radiance of diamonds.  Because it is generally 95% pure (18 karat gold is 75% pure and 14 karat gold less then 59% pure), platinum jewelry does not fade or tarnish. It keeps its looks for a lifetime.  Platinum's purity makes it hypoallergenic--an idea metal for those with sensitive skin.


Platinum is rare. It is a coveted treasure of discerning individuals.  There is little platinum on earth, and it is found in few places around the world.  This exquisite metal is 30 times more rare than gold. In fact, it is estimated that if all the platinum in the world were poured into one Olympic swimming pool it would be scarcely deep enough to cover your ankles.  Gold would fill more than three pools.  Platinum's rarity makes it exclusive and distinctive--a celebration of your individuality.


Platinum jewelry is the perfect choice for a lifetime of everyday wear.  Its density and weight make it more durable than other jewelry metals.  You can easily feel the additonal weight of a platinum piece of jewelry compared to one fashioned from either gold or silver.  Platinum does not wear away and holds precious stones firmly and securely.  Like all precious metals, platinum scratches.  However, the scratch on a platinum piece is merely a displacement of the metal and none of its volume is lost.  Therfore, even though wearing it everyday may leave an impression on the surface, it remains what it was--a symbol for all things eternal weighing the same as the day it was new for a lifetime and beyond.


In addition to its strength and density, platinum has another remarkable quality--pliability.  Platinum is so pliable that just one gram of the metal can be drawn to produce a fine wire over one mile (almost 2 km) long.  This quality has enabled jewelers to create some amazing versatile platinum mesh accessories, which could not be fashioned from other precious metals.  Platinum is also in demand in other fields. It is used in industry, most notably in catalytic converters.  Platinum also plays an important role in medicine. It is not affected by the oxidizing reaction of blood, has excellent conductivity, and is compatible with living tissue.  Because of these properties, platinum is used for pacemakers.  At present, more than 50,000 people are living healtful lifes on pacemakers.  Platinum is a life-saving metal for these people.


Proper care is vital in order to keep platinum jewelry elegant and refined.  When wearing platinum jewelry, it is wise to refrain from engaging in athletic activity or performing heavy labor.  When cleaning, use a pre-packaged jewelry cleaner, or soak platinum in a mild solution of soap and warm water.  If scratches appear on platinum jewelry pieces, you may take the pieces to a qualified jeweler for polishing or leave it as is and allow it to take on its natural soft look.  Lastly, store your platinum jewelry in safe place, and make sure to insure it sufficiently.