Platinum is a pure metal--a symbol of integrity and a reflection of inner truth. Platinum's purity bestows it with a brilliant white sheen.  This helps to reflect the true brilliance 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 perfect metal for those with sensitive skin.

Platinum is rare. It is a desired treasure of astute individuals.  There is little platinum on earth, and it is found in few places around the world.  This gorgeous 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.

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