David & Sons Fine Jewelers educates consumers on the differences between white metal jewelry

SAN DIEGO, CA, August 21, 2010 (Press-News.org) Straying from yellow gold based jewelry is a growing trend among jewelry stores worldwide. With one of the largest selections of custom-made fine jewelry and diamonds, David & Sons Fine Jewelers works ensure that each of its clients are educated in the choices of white metals before selecting the perfect piece.

"Many clients walk into our store asking for 'silver' pieces for their necklaces, bracelets and rings, not knowing that they have multiple options" said Emil Elghanian, Owner of David & Sons Fine Jewelers. "As their jeweler, we believe it is our duty to inform our clients of the differences in quality and sustainability between white gold and platinum."

As the premier San Diego jeweler with an international reputation for quality and excellence in authenticity, David & Sons acknowledges the differences between silver, white gold and platinum to each of its valued customers:

Although silver is a white metal, we do not use it for any precious stones. It is the least expensive option in comparison to white gold and platinum and is often used for costume jewelry. It is typically the best choice for more casual jewelry or larger pieces, such as cuff bracelets or long necklaces. Brand-new silver shines brightly but tends to lose its luster over time due to oxidation so it must be polished with a special cloth. As an industry standard, silver is not typically used to secure precious gems due to its softness and malleability.
As the most popular of the three metals, white gold is created by adding alloy such as nickel to pure 24k yellow gold to create a white hue. In addition, white gold pieces are often covered with a thin plating of rhodium to give them an even whiter appearance. Rhodium is a derivative of the platinum mining process and has the same non-tarnishing properties as gold. Since white gold has more alloy and is not as pure as platinum, it is stronger and less malleable. Another advantage of white gold is that it is less expensive than platinum because it is not as rare. It is said that all the gold in the world would fill three Olympic-size swimming pools, while all the platinum in the world would only fill a few inches of one regular-size pool.
In comparison to silver and white gold, platinum is the most "white" metal of the three so it never has to be rhodium plated. Measured in parts per thousand, platinum jewelry is typically 900-950 parts pure platinum, with the remainder made up of an even more precious metal, called iridium which is also a white metal. This purity makes it more malleable which allows for it to bend and show scratches easier than white gold. Since platinum is 90%-95% pure, it is not as strong as 14k or 18k white gold which is 58.5% and 75% pure, respectively. The main advantage of platinum is that due to its purity, it is hypoallergenic. Platinum is also heavier than the other metals because of its high density.

For more details and information on David & Sons Fine Jewelers, visit http://www.davidandsonsjewelers.com.

About David & Sons Fine Jewelry

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Pioneering authentic designs with the finest cut certified diamonds and high-quality jewels and engagement rings David & Sons has upheld its reputation as San Diego's premier supplier of stunning and unique jewelry since 1980. With locations in both UTC Mall and Plaza Bonita Mall, the family owned and operated company offers the largest selection of well and ideal-cut directly-imported diamonds, sparkling genuine gemstones, and custom-made engagement rings and jewelry designs.
In addition to its extensive jewelry supply, David & Sons specializes in a number of diamond-related services, including teaching the 4 C's and guiding new diamond buyers through the eccentricities of making a diamond purchase, appraising jewelry provided by David & Sons, repairing jewelry of all types, as well as custom designing and manufacturing top quality jewelry.

For more information visit http://www.davidandsonsjewelers.com or call, 858.457.7664 (UTC Mall) or 619.267.5280 (Plaza Bonita Mall).