Customers often ask how their jewellery will stand up to time. For those who plan to wear a piece every day, longevity becomes just as important as appearance. Platinum offers a reassuring answer. Its unique wear properties mean it holds its form, protects its setting, and retains its volume in ways other metals do not. This quality contributes directly to platinum’s reputation for enduring beauty and lasting value.
In Focus
Longevity in jewellery refers to how well a piece maintains its structure and appearance over time. Platinum’s density and physical behaviour make it exceptional in this regard. When platinum is scratched, the metal is displaced rather than lost. Unlike gold, which gradually wears away, platinum moves aside on impact and can be polished back into place. This means the original volume of the metal remains almost entirely intact even after many years of wear.
The Advantage
This property allows platinum to retain fine details, hold stones securely, and protect engravings better than other precious metals. While surface marks may appear, they do not compromise the integrity of the piece. For everyday wear such as wedding bands or engagement rings, this makes platinum a dependable and practical choice that supports long-term use without diminishing its value or appearance.
The Benefit
For consumers, this translates into lasting satisfaction and less need for repair or replacement. For retailers, it offers a strong and factual reason to support premium pricing and lifetime service propositions. Customers who invest in platinum are also investing in the reassurance that their jewellery will remain as strong as their sentiment behind it.
Real World Proof
PGI technical testing shows that platinum rings retain up to 95 percent of their original weight after decades of wear, compared to significantly lower retention for gold. (Source: PGI Technical Reference Guide)
Sales Tip
Show customers how platinum wears differently by explaining that it retains its mass. Use the phrase: it displaces, it does not disappear. This makes it ideal for jewellery worn every day.
