When customers invest in fine jewellery, especially pieces intended for everyday wear, durability becomes a major factor in the decision. Platinum stands out for its exceptional resistance to wear, bending, and long-term deformation. This makes it a trusted choice for wedding rings, engagement rings, and other sentimental pieces designed to last a lifetime. Understanding platinum’s durability helps retailers guide customers toward long-term satisfaction.
In Focus
Platinum is one of the densest and most durable precious metals used in jewellery. Its atomic structure gives it a high level of resistance to stress and impact. While other metals may thin out, bend, or lose detail over time, platinum maintains its structural integrity. It wears by displacement rather than loss, meaning the metal moves rather than chips away. This quality makes platinum especially suited to jewellery that is worn daily and expected to retain its original form.
The Advantage
Platinum’s strength gives it a practical advantage over softer metals. Prongs remain secure, engravings stay legible, and the shape of the piece holds over decades of wear. This allows jewellers to design with finer detail and gives customers confidence that their jewellery will maintain its appearance and structure long after the purchase.
The Benefit
For consumers, platinum’s durability means fewer repairs and replacements over time. It also provides reassurance that their jewellery will look as good years from now as it does today. For retailers, this builds trust and supports the value proposition for premium pricing. Durable materials lead to lasting relationships and repeat customers.
Real World Proof
Technical testing from PGI shows that platinum retains up to 95 percent of its volume over a lifetime of wear, significantly more than gold alloys. (Source: PGI Technical Reference Guide)
Sales Tip
When presenting platinum, explain how it stands up to everyday wear. Use terms like built to last and keeps its shape to help customers see it as a long-term investment.
