Prized for its purity, rarity and strength, platinum became the metal of choice for kings, queens, stars and maharajas across Europe, Russia and Asia. While all precious metals, including yellow and white gold must be alloyed to make them suitable for jewelry, platinum is the most pure. One of the strongest and most enduring precious metals, it is also one of the heaviest. It is about 60% heavier than gold. This gives a platinum ring its distinctive feel.The Jewelry Exchange platinum jewelry collection consists of solitaire settings, semi-mounts, anniversary rings, bracelets, earrings, and necklaces.