It’s no secret that most of us are watching our holiday spending this year. While it’s certainly prudent to approach your holiday shopping with a budget in hand, such a budget shouldn’t sacrifice quality.

In fact, research is showing that luxury sales – especially fine jewelry – are expected to rise this year, primarily through online shopping. Consumers will be looking for quality products that will last. So, instead of buying a dozen scarves, sweaters or socks, which your significant other will likely return on December 26th, we asked jewelry and style expert Michael O’Connor for advice on the best luxury purchase that’s worth the investment. His response? Platinum jewelry. Here’s why:

Platinum’s History

While it might seem like a new metal to you, Platinum has a rich history with its use in decorative pieces dating back to the 7th century and ancient Egypt. The use of Platinum in jewelry and decor began its rise in Europe in the 18th century, though it was only available to royalty or the extremely wealthy.

In the 1930’s, during the time of the great depression and WWII, Platinum became a controlled substance. Its use in jewelry making was almost unheard of. “Nowadays, Platinum jewelry is the choice for Hollywood’s biggest celebrities including Reese Witherspoon, George Clooney, Jennifer Garner, and Anne Hathaway, and discerning men and women around the country,” says O’Connor. In addition to its popularity among the silver screen elite, platinum’s affordability has also made it a favorite choice of women across the country. Aside from fashionable jewelry, over 80 percent of brides prefer Platinum. “Jessica Alba, Eva Longoria and Beyonce Knowles recently wed in Platinum rings,” adds O’Connor.

Why Platinum

Platinum is the rarest precious metal – in fact, it’s 30 times more rare than gold. To put that into perspective, if you take all the Platinum that has ever been mined, it would only fill one Olympic-sized swimming pool to your ankles. Conversely, if you were to take all of the gold in the world, it would fill 3 such pools all the way to the rim. So, this makes a pair of diamond stud earrings or cuff links set in Platinum an even more special and valuable symbol of love.

Platinum also lasts forever, since it loses no metal even during every day wear. Fifty years from now, you could take your Platinum necklace to your local jeweler for a cleaning and it would look as beautiful as the day you received it. You can’t say that about other jewelry metals.

Because Platinum is a naturally white metal, it will maximize the brilliance of a diamond and other gemstones. No other metal will make you feel as confident and sophisticated.

What most people don’t know is that today, the high quality and value of Platinum jewelry is available at a variety of price points – starting at as low as $500 – so you can find the perfect, long lasting holiday gift for someone you love within your budget.

Trends

“Charm bracelets, drop earrings and solitaire pendants set in Platinum are hot this holiday season. They transition easily from day to night, and will look fabulous on most women,” says O’Connor. Some of the best-priced designers showcasing these styles include Tacori and BlueNile.com. For men, “Platinum tie accents by Superfit and lapel pins by Tycoon will brighten up a dark business suit without breaking the bank,” adds O’Connor.

For those looking to propose this holiday season, look for a Platinum engagement ring that speaks to her style. Whether it’s a vintage ring with intricate embellishments or a modern eternity band, O’Connor recommends engraving the ring with a special message to commemorate the day. “She will wear this ring every day for the rest of her life, so make sure to get her Platinum, since that’s what she really wants.”

For more information about Platinum jewelry gift ideas and local retailers, visit www.preciousplatinum.com. (MS)


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