The metal that is gaining the most popularity among jewelry consumers is platinum. It is the most expensive and rarest metal used in jewelry making. It is also a very beautiful white metal that is of better quality than white gold. All sorts of celebrities from musicians to movie stars are donning the gleaming metal. Celebrities are purchasing bracelets, necklaces and more. The most common piece of platinum jewelry is the platinum ring. Stars like Courtney Cox Arquette, Halle Berry, Michael Douglas, Jennifer Lopez, Gwyneth Paltrow, and Julia Roberts all own platinum rings.

It is ironic that platinum is so highly valued and sought after now. When Antonio de Ulloa discovered the metal in South Africa in 1735, he named it “platina” which means “silver of little value”. Little did he know that platinum was even scarcer than gold or silver and was worth much more. In fact, the earth’s total supply of this precious metal takes up about as much space as an average-sized living room. This fact alone makes the difference in price between a platinum ring and a ring of some other metal.

Over the years, platinum rings and other jewelry made of this metal rose in popularity. Royalty and others of high social status began fashioning much of their jewelry from the metal. In 1937, the Duke of Windsor hires Cartier, the famous French jewelry-maker, to create platinum rings for him. Elvis Presley and his wife were donning platinum engagement rings by 1967. The beginning of the new millennium marked a 1000% increase in platinum jewelry sales. This is because the late 1990’s brought a trend towards white metals, but consumers were unhappy with the quality of white gold. It tarnished fairly easily.

Platinum rings are made of 95% platinum and 5% allow in the United States. These proportions slightly differ in Europe. Jewelers like to work with the metal because it can be heated and cooled numerous times without loosing its shape. They can use intense heat to fashion platinum into various designs. It will not shrink or warp once it is cooled. The metal also does not harden or oxidize.

Consumers like platinum for other reasons. The metal does not tarnish. This was the problem many people experienced with white gold and some other white metals. Engaged or married couples can be sure that their platinum rings will retain its luster for a lifetime. The metal is hypo-allergenic. It will not react to environmental factors which could cause rashes or other allergic reactions. Platinum is one of the few metals that people can wear and not have to be concerned that they will have adverse reactions to their jewelry. The metal also has a very attractive finish. The most common is the patina which is like a brushed look that gives the ring a slight sheen. It is mostly found on platinum rings. Yet, it can also be polished for a more radiant finish which is typically how the necklaces are finished.

Because of its rarity, beauty, and flexibility, platinum will continue to be a favorite of jewelers and consumers alike.