Platinum is rare because you won't find platinum everywhere. It is very special, like the rare individual who prefers the best. Platinum is 50 times more rare than gold jewelry. Platinum is one of the world strongest and most enduring metals. Platinum is durable, it holds your precious stones in place and requires less maintenance than other metals, giving you more peace of mind.
Platinum is distinctive, it looks and feels different than silver or white gold.
It has a distinctive color all its own.