Why Luxury Jewellery Brands Love Platinum

Home > News > Why Luxury Jewellery Brands Love Platinum

Why Luxury Jewellery Brands Love Platinum

11 April, 2019

Why Luxury Jewellery Brands Love Platinum

Hong Kong (April 2019) - Platinum is the ideal choice for high jewellery and bridal collections because it holds diamonds and precious gemstones more securely than any other metal. It is not only the highest quality metal, but its density makes it one of the most durable and enduring precious metals. Platinum is also naturally white, unlike white gold, which means it will not cast any tint onto a diamond or gemstone, allowing the stone's genuine colour to sparkle brightly. Platinum Guild International is pleased to share the following interviews with some leading jewellery brands such as Cartier, Garrard, Bvlgari and Van Cleef & Arpels on why they love platinum.

Pierre Rainero, Director of Image, Style and Heritage of Cartier talks about their famous garland style and its pioneering use of platinum that allowed the brand to accelerate at the beginning of the 20th Century.

"At Cartier, platinum is part of our culture in making jewellery. It’s one of our particularity, singularity and definitely a Cartier signature for the future." Pierre Rainero talks about why the brand loves platinum. "Platinum is very well associated with love, because it’s not affected by time. And the fact that it remains through time with this quality from the origin is also an enormous advantage."


Sara PRENTICE, Creative Director of Garrard talks about the use of platinum in jewellery pieces associated with the British royal family.

“Platinum is a naturally occurring white metal. For over 2,000 years, it’s been perceived as a luxury metal, and it’s been used in royal families, throughout the world in their jewellery collections. It has a really bright, white natural colour, that helps bring out the brilliance in diamonds and colour gemstones...In our Garrard collections, all of our bridal jewellery is platinum. The reason behind this - it’s very timeless; it’s hardwearing and classic.”


Jean-Christophe BABIN, CEO of Bvlgari introduces one of their high jewellery collections which combine platinum with high-tech materials to show the future of this ancient material.

"Platinum, we have two dimensions. One is a client-perceived dimension and then you have a more functional dimension, which is how we craft it. So for clients, obviously platinum ranks probably number one as a precious metal, above gold. And therefore it’s really the kind of metal which clients expect for the best of the best of jewellery. That is why Bvlgari is using it extensively for the high jewellery, as well as also for the bridal, because bridal is once in a lifetime, and you want the best of the diamonds and the best of the precious metal."


Nicolas BOS, President and CEO of Van Cleef & Arpels shares their bridal collections in platinum and why platinum is the perfect choice for bridal jewellery.

"Platinum is a fantastic material, ... a metal that is really perfect, when you associate it with diamonds, because of the way you can work with it and the way it shines. It is a perfect complement to white diamonds and that's why it was one of the reason why it was so popular at the time and remained popular. Platinum is a metal that doesn't require any additional treatment and where you keep the brilliance the whiteness of the metal throughout the lifetime of the jewel...It's very often a favourite metal for wedding rings or engagement ring, because those are the pieces that you're going to wear every day, where you want to keep the quality want to keep the brilliance. It is a metal that doesn’t tarnish at all. It's slightly more expensive and more rare material, but it is really a metal that embodies purity, and is rightfully associated with that idea of everlasting love that you want to celebrate."


For more information about PGI and platinum, please contact info@pgiglobal.com.