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Why Platinum Is Worth the Price

What's the Difference?
The truth is that the two metals are completely different, and the differences are what allow platinum to command much higher prices than white gold. First, platinum is rarer than gold and much more expensive to purchase as a precious metal. As of press time, platinum was selling at about $2,000 U.S. per ounce, compared to $900 U.S. for gold. Platinum is nearly twice the weight of gold, and platinum designs are often 95 percent pure. By contrast, a 14-karat gold item contains 58.3% of the precious metal.

Has a Unique Luster
Platinum boasts a natural white luster that no other metal can match. It is also completely hypoallergenic, a priceless commodity for wearers with sensitive skin. Because white gold achieves its color through alloy infusion and rhodium plating, it has a slight yellow tinge that platinum does not. That tinge actually becomes more evident as the rhodium wears away.

Showcases Gemstones Brilliantly
Platinum's eternal luminescence showcases colored stones and diamonds more brilliantly than gold, and diamonds can actually look several grades better if they are set in platinum. This is one reason why platinum heads - even paired with white or yellow gold - are popular for solitaires. The extra security provided by platinum's strength is another. Platinum is the strongest metal used in jewelry, so strong that jewelers require special tools to work with it. When scratched, platinum does not erode or crack as gold can, which means it will never wear away. In fact, a gift of platinum is everlasting, and who can put a price on that?