What makes platinum so special?

Platinum is pure. Platinum sold in the US is 90-95%pure platinum and is a naturally white metal. Platinum comes out of the ground white and will always remain so. It does develop a natural patina with wear, but can always be buffed back to a high polish if desired. And because platinum is alloyed with other precious metals from the platinum family, maintaining its purity, platinum is a hyperallergenic. Its natural white color is also the perfect setting to maximize the brillance of diamonds.

Platinum is rare. If something is considered rare, there is a natural tendency to perceive it to be "more valuable" than more common things. Last year, approximately 90 tons of platinum was produced for jewelry, as opposed to 2700 tons of gold. It itakes 8 tons of ore to extract 1 ounce of platinum white it takes only 3 tons of ore to extract 1 ounce of gold.

Platinum is eternal.