What makes a piece of jewellery desirable? Some would say that it is the design, reflecting the spirit of the times. Others would say that the attraction and appeal derive from individual artistry, first-class workmanship and, above all, a high-quality precious metal that conveys security.

Jewellery of this sort will be loved and worn by future generations. What role does platinum play in the contemporary jewellery world? This pure white precious metal embodies more than mere beauty: it is perfect for modern and diverse designs, and it is our planet’s most precious metal.

People are always fascinated by platinum’s white shimmer, its substantial weight, its incredible durability – and last but not least – its rarity. When something is both beautiful and very scarce, it is often highly desirable. Platinum’s superlative attributes make other white metals seem pale by comparison.

Designers working with platinum relish the challenge of this extraordinary metal, creating extravagant, trend-conscious jewellery as well as classic, clean designs.

Accomplished jewellery-makers enhance these designs, and platinum’s worth, with gleaming precious stones, multi-faceted diamonds, or simply with exquisite designs. Platinum’s unconventional properties, combined with the outstanding talents of its designers, result in pieces of jewellery that are impossible to create from any other metal.

One good example of this is the Meister manufactory and its “Girello” platinum ring, a design in which a gentle touch by a fingertip suffices to send the outer ring turning around the inner one. Platinum was the logical choice: it makes the ring’s band heavier so that the ring can be turned with the greatest ease. Another advantage of the density of platinum is that the rotating ring can maintain its momentum significantly longer than a comparable model made of white gold.

Platinum demands perfect design: timeless beauty, superior style and lasting value.

www.preciousplatinum.com