When customers compare white metals, appearance is only part of the story. What sets platinum apart is that its colour is not applied or enhanced but natural and lasting. Platinum is inherently white and does not require rhodium plating to achieve its tone. This makes it a dependable choice for those who want their jewellery to maintain its colour and appearance over time.
In Focus
White gold is created by mixing yellow gold with white alloys and then plating the surface with rhodium to give it a bright white finish. Over time, this plating can wear away, revealing the underlying metal and requiring reapplication. In contrast, platinum is naturally white in colour. Its pure, cool tone is part of the metal itself and does not change with wear. This gives platinum a consistent appearance throughout its lifetime, without the need for ongoing treatments.
The Advantage
Platinum’s natural whiteness allows it to retain its original look without fading or yellowing. This provides a clear benefit over white gold, especially for jewellery that is worn every day. Platinum’s colour also enhances the brilliance of diamonds, offering a clean and elegant setting that remains true to its appearance over time.
The Benefit
For consumers, this means less maintenance and a more honest reflection of value. They can trust that what they see today will be what they see for years to come. For retailers, platinum’s natural colour supports discussions around long-term satisfaction, reduced upkeep, and visible quality. These points help reinforce premium positioning and customer confidence.
Real World Proof
PGI studies show that platinum’s natural white colour is one of the top three reasons consumers prefer it over white gold. (Source: www.platinumguild.com)
Sales Tip
When comparing metals, invite the customer to look closely at the colour and explain that platinum’s whiteness is natural and permanent. It will never need replating or adjustment to maintain its tone.
