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Platinum

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To call the resurgence of platinum a trend is a bit of a misnomer. Hardly new, platinum was revered even in ancient Egyptians' time. By the end of the 19th century, it was the preferred metal for jewelry design, remaining so until World War II, when the government declared platinum a strategic metal and banned its use for jewelry. By the War's end, platinum simmered on the industry's back burner.
For centuries, platinum has been equated with the best of the best. In the world's finest jewelry, from the court of Louis XVI (where it was declared the only metal fit for kings) through the Art Deco of the Jazz Age until today, platinum's beauty, strength and durability have kept it firmly at the top of the most-precious list.
If you are one of the many women who chose a platinum engagement ring or wedding set, there are lots of exciting new designs just waiting to be included in your platinum jewelry wardrobe.
It's almost hard to believe that platinum, one of the world's rarest, most durable and unquestionably beautiful metals, has spent so much of history being misunderstood.
Platinum is one of those supercharged words that always signifies the best of the best. Jewelry made of platinum has a status and image unlike any other. But this is nothing new. Platinum's desirability and use go back thousands of years.
Platinum jewelry is a hot commodity - as desirable with women today as it was with the platinum blondes of the 1930s. Times and styles may have changed, but elegance remains.
It's hot, it's cool - and it's the last word in fine jewelry fashion. What is it? Platinum, of course!
As you look through our cases during the holiday season you may notice that our platinum selections have significantly higher price tags than the ones shown in white gold. The question may come up, Why buy platinum when white gold will do the trick? Well, here's the inside scoop.