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Gold is surely the most famous of all precious metals and is widely documented throughout history. Roman, Egyptian, Greek, and South American cultures all have historic documentation of the use of gold in ceremonial items and jewelry.

Pure gold is called 24k gold - all other forms of gold are gold alloys. The Karat system of measuring the purity of gold (not to be confused with Carat/diamonds) defines the purity of gold. Gold is most commonly alloyed with silver, zinc, copper and nickel. Varying concentrations of alloys present in gold can influence the color. Gold classified as 14k gold is of 14 parts pure gold mixed with 10 parts metal alloys to total the full 24 karats. Similarly, 18k gold is 18 parts pure gold mixed with 6 parts metal alloys making the full 24 karats. Pure Yellow gold as a precious metal is fairly soft - most gold used for jewelry-making needs to be a lot harder and stronger, so 14k gold is much more commonly used than higher karat gold.

Rose/Pink Gold

Rose gold comes in two forms: 14k and 18k. Both have high concentrations of copper, which gives a reddish tint to the gold. 14k rose gold has a deeper red color than its 18k cousin because it contains more copper.

White Gold

Similar to rose gold, white gold is available as 18k and 14k with 14k being the whitest. Its whiteness comes mostly from silver, zinc and nickel. The use of white gold became popular as an alternative to platinum during the Second World War. To aid the War effort, platinum was banned from use in industries not related to fighting the war. Today, it's a good alternative to platinum and it often comes platinum plated to help keep the coloration white and make it more hypo-allergenic.


Since at least 2000 BC, silver has been used extensively as coinage and as jewelry. Silver is a brilliant white, shiny precious metal that is extremely easy to work. Its properties make it useful for many different applications, such as electrical circuitry. The use of silver in jewelry remains commonplace today. Silver alloyed with copper or lead is often used in jewelry. Much of our jewelry is made with sterling silver with a higher concentration of pure silver 92%.


Platinum is the rarest precious metal on earth. It is definitely the most valuable of all precious metals. If platinum mining production ceased, reserves would last less than one year. Nearly eight tons of raw ore are required for the production of one ounce of platinum. The demand for platinum jewelry has really accelerated over the past two decades, but has been important to Japanese consumers for much longer. Some estimate that the Japanese buy 48% of the worlds platinum jewelry each year.

Due to the enormous tensile strength and hardness of platinum, it is the most popular precious metal used in high-quality gemstone settings, and for securing diamonds, it is the safest choice. It's virtually impervious to corrosion and is hypo-allergenic, completely suitable for sensitive skin.

Platinum grading is similar to the gold standard and uses a scale based on so many parts per thousand. For platinum to retain its name it must be 95% pure, called "950 parts per thousand". Platinum also weighs more than gold by volume. It's easy to distinguish platinum from silver, white gold and titanium by weight alone.


This element was discovered over 200 years ago, but its qualities have been best utilized in the last 50 years. Expensive and difficult to produce, its most valuable properties are extreme strength and light weight, which has made its use natural in military applications, aircraft, and space exploration. Quite corrosive-resistant and hypo-allergenic, Titanium is extremely comfortable to wear as jewelry.

Choosing the metal to suit your needs:

For understated elegance at a great value, silver is the metal. We generally choose silver as a setting for our jewelry. Gold is a popular alternative because it is affordable, attractive, and readily available. Gold is the only precious metal which comes in a variety of colors. Platinum is a great choice for those who are able to afford it, due to its rarity, beauty, and strength. Titanium is an alternative to all of the above metals, but is valued less by jewelers and consumers.