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The Perfect Gift
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Gold is one of the world's most precious metals and dates back to the beginning of mankind. All great civilizations built up treasuries of the lustrous metal, reserving golden objects for their most important rituals.

The most alluring use of the sun-colored metal has always been in jewelry. The Egyptians, largest producers of gold in the ancient world, equated gold with the sun, the giver of life, and reserved its use for pharaohs only. The ancient Etruscans created meticulously hand-wrought objects using fine granules and threads of gold, a technique still practiced today. To this day, Chinese and Indian brides wear jewelry of 24-karat gold on their wedding day to ensure a lifetime of good luck and happiness. A gift of gold jewelry says love and permanence as eloquently today as in all the ages past.

Characteristics
Gold possesses the perfect combination of beauty, purity, rarity, durability, and workability that make it a universally treasured possession. Not only can you alloy gold with small amounts of other metals to change and enhance its natural color and increase its strength, but this precious metal can be re-melted to create new designs as time goes on.

Karats (How to buy Gold)
When buying gold look for the quality mark. Pure gold, or 24-karat, is generally considered too soft for use in jewelry, so gold is alloyed with other metals to increase its strength. Eighteen-karat gold (18k) is 18/24ths, or three-quarters, pure gold. In the United States, 14-karat gold (14k) is used most commonly for jewelry. Fourteen-karat gold is 14/24ths, or slightly more than one-half, pure gold. Jewelry of this fineness is marked "14k" or "585," the European designation meaning 58.5 percent gold.

Nothing less than 10-karat gold can be legally marked or sold as gold jewelry in the United States. These pieces are marked "10k" or "417," the European designation meaning 41.7 percent gold.

 
Karatage Karat Mark European Marking Percent pure Gold
Ten-karat 10K 417 41.7%
Fourteen-karat 14K 585 58.5%
Eighteen-karat 18K 750 75.0%
Twenty-four karat 24K 999 99.9%
 
Pricing is based on four factors: karatage, weight, design and craftsmanship. The karatage and weight tell you how much gold is in a piece, but other crucial factors determining price are the piece's construction and design. A price based solely on weight does not reflect the work that has gone into the piece. It's important to remember that each piece of gold jewelry is unique and, if cared for properly, can last a lifetime.
 
Because of its beauty and value, platinum jewelry has always been given as a special expression of love for engagements, weddings, anniversaries, birthdays and holidays and it appeals to both men and women.

Because it shows little wear, platinum is ideal for jewelry that's worn every day. It's also hypoallergenic and resists tarnish.

How to buy Platinum?
Platinum is among the finest, purest, rarest, and strongest of precious metals. In the United States, platinum jewelry generally contains anywhere from 85 to 95 percent pure platinum. When buying platinum look to see its markings. If a piece of platinum jewelry is marked "Platinum," it contains at least 95 percent pure platinum. Jewelry with 85 to 95 percent pure platinum is marked “850 Plat." or "850 Pt.," or "950 Plat." or "950 Pt.," etc. Vintage Jewelry may have IRID% stamped inside. This notes the remaining 15 to 5 percent alloy known as Iridium, which makes up the rest of Platinum. Jewelry containing less than 50 percent pure platinum content cannot be marked with the word "platinum" or any abbreviation thereof

Platinum Is Rare
To produce a single ounce of finished platinum, a total of 10 tons of ore must be mined. In comparison, only three tons of ore are required to produce one ounce of gold. This rarity gives platinum its cachet.

Platinum Is Lustrous
Platinum's rich, white luster complements diamonds and other precious gems, while its neutral color enhances a stone's brilliance and depth. Since a diamond and its setting should last forever platinum offers a diamond the greatest protection. The breathtaking radiance of a diamond fused with the timeless elegance of platinum creates a rare and enduring symbol of love.
 
* Source: Jeweler’s of America, Inc.