For its beauty and value, platinum has always been the ultimate expression of celebrations of all kinds: from weddings and anniversaries, to birthdays, holidays and other special occasions.

One of the rarest precious metals on earth, platinum is found in only a few locations in the world.

Platinum has a rich and noble history. It was first used by the ancient Egyptians about three thousand years ago. Eight hundred years later, the South American Incas worked with platinum. The first platinum jewelry in Europe appeared around the year 1780, at the court of Louis XVI of France.

It may surprise you that, although platinum has been around for centuries, it has only been used to fashion jewelry for less than two centuries. It is both an ancient and a young metal

Platinum is among the finest, purest and rarest precious metals on earth, and has an understated elegance that appeals to both men and women.

Platinum is strong. Platinum, one of the strongest and most enduring metals in the world, is also one of the heaviest: it weighs 60% more than karat gold. It is ideal for jewelry worn every day because it exhibits little material loss, even after prolonged wear.

Platinum is pure. In the U.S., platinum jewelry generally contains 90% or 95% pure platinum. By comparison, 18 karat gold is 75% pure gold and 14 karat gold is 58% pure gold. Platinum is hypoallergenic and resists tarnish.

Platinum is rare. To produce a single ounce of platinum, a total of 10 tons of ore must be mined. In comparison, only three tons of ore are required to produce one ounce of gold. Rarity lends platinum its cachet.

Platinum is lustrous. Platinum's rich white luster perfectly complements diamonds and other precious gems. Its neutral color enhances a stone's brilliance and depth.

Platinum is fashionable. Platinum jewelry appeals to many people today because of its subtle beauty and elegant understatement. Many platinum jewelry designs are accented with 18 karat gold, creating a sophisticated, versatile and fashionable look.