Platinum is pure, rare, eternal and versatile. Platinum is a natural white metal and because it is generally 95% pure (18 karat gold is 75% pure), platinum jewelry does not fade or tarnish and will keep its look for a lifetime. Platinum's purity makes it hypoallergenic and ideal for those with sensitive skin. Platinum is extremely rare, 35 times rarer 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 is eternal and platinum jewelry is the perfect choice for a lifetime of everyday wear. Its density and weight make it more durable than other jewelry metals. 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. You can feel the difference in a platinum ring. Platinum weighs 60% more than 14k gold. In addition to its strength and density, platinum is remarkably pliable. Just one gram of platinum can be drawn to fine wire over one mile long. 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 and is a life-saving metal for many people. Platinum's rarity and uncommon characteristics make it exclusive and distinctive. Caring for platinum: Remove your platinum jewelry on when doing home cleaning, gardening and other types of heavy work or manual labor. Don't handle bleach or harsh chemicals when wearing platinum jewelry. Although they won't hurt the platinum, chemicals may discolor diamonds or gemstones. Store pieces separately so they will not be scratched by other items of jewelry. Clean your platinum jewelry the same way you clean other fine jewelry, using a pre-packaged jewelry cleaner or by soaking it in a mild solution of soap and warm water then gently rubbing it with a soft cloth. Take your platinum piece to a qualified jeweler for polishing if visible scratches appear. All precious metals can scratch and platinum is no exception. However, the scratch on platinum is merely a displacement of the metal and none of its volume is lost. Over time, platinum develops a natural patina that many people prefer over the "just polished" appearance. When this happens, you can take your piece to a qualified jeweler to have it re-polished to a high gloss look.