Seeking purity and class: The golden rules of buying platinum jewellery

Rarity and durability make the true white metal appealing to people searching for understated class

Resilient, beautiful and pure: platinum is all these, giving it an appeal that jewellery made of gold, silver and diamonds lacks.

Platinum withstands daily wear, as it is one of the strongest natural materials. Its jewellery has 95 per cent purity, even when it is set with diamonds. It is naturally white compared to white gold made by adding alloys, often nickel that can cause allergic reactions. Platinum doesn’t cause allergies and jewellery made of it, like 50-year-old engagement rings, stays in shape.

About 79 per cent of consumers intend to purchase precious jewellery for themselves, said a study the