Customers looking for lasting quality often ask about the purity of the materials they are choosing. Platinum offers a clear and confident answer. Most platinum jewellery is made from 95 percent pure platinum, giving it one of the highest purity levels of any precious metal used in fine jewellery. This level of integrity plays a key role in how platinum looks, feels, and performs over time.
In Focus
Purity in metals refers to how much of the original element remains in the finished product. While gold is often alloyed down to 75 percent (18 carat) or less, platinum used in fine jewellery typically contains 950 parts per thousand of pure platinum. This makes it both rare and refined. Its consistent composition contributes to its natural white colour and its resistance to fading or tarnishing over time.
The Advantage
Because of its purity, platinum does not rely on coatings or treatments to achieve its appearance. Its colour and strength are inherent, not added. This means customers receive exactly what they see, without concern for changes in tone or quality over time. Platinum’s purity also makes it hypoallergenic, offering a safe option for those with sensitive skin.
The Benefit
For consumers, platinum’s purity supports confidence in their purchase. They know they are investing in a metal that is authentic, durable, and naturally beautiful. For retailers, it provides a compelling quality story that supports premium positioning and long-term satisfaction. Purity becomes not just a technical detail, but a symbol of honesty and value.
Real World Proof
According to PGI data, over 90 percent of platinum jewellery sold globally meets the 950 purity standard. (Source: www.platinumguild.com)
Sales Tip
When showing platinum pieces, emphasise the 95 percent purity standard. Explain that it is one of the purest precious metals customers can buy, with no plating and no surprises.
