Thursday, April 18, 2024

Celebrity Engagement Ring Trend: Understated Platinum Elegance

Platinum is a naturally white metal (unlike white gold), and it is also one of the densest metals in jewellery and hence long lasting. It withstands the test of time without getting tarnished and losing its naturally white radiance. Platinum is also the best metal for diamonds as platinum prongs offers the most secure hold on diamonds and other gemstones, and the metal’s natural whiteness brings out the brilliance of diamonds.

More platinum jewellery designs and information can be found @PlatinumDaysofLove (IG)



Platinum is 30 times more rare than gold. Mined from deep within the Earth and transformed into jewellery with a minimum of other ingredients, platinum’s lustre, strength and durability are well known. Platinum is widely known for its ability to withstand daily wear without thinning. This noble metal, one of the strongest, natural materials on the planet, is also one of the longest-lasting. Platinum jewellery is almost entirely pure, at 95% purity even when it’s set with diamonds making platinum one of the finest metals available on the market today. Platinum is the natural choice for milestone jewellery, such as engagement rings and wedding bands, because it holds significant gemstones better than any other precious metal. Being 40% denser than gold, platinum holds diamonds better than any other precious metal. Platinum is extremely durable. And unlike other white metal, which retains their whiteness only by being plated with rhodium, platinum jewellery does not need to be plated.


Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results. Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery. PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.

PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.


PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India. Under Platinum Guild India’s quality assurance programme, each individual piece of jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.

A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.


SOURCE Platinum Guild International (PGI)

Originally published at
Images courtesy of

author avatar
NY Editor

Similar Articles

business banners

Most Popular