Novita’s Secret Platinum Alloy formula
Because of all these reasons, Novita opposes the use of copper in platinum rings in any form. Thus, Novita has spent decades researching and developing a unique and closely guarded mixture of metals, all naturally white, which, when combined with platinum, brings out the best qualities of platinum while reinforcing it. Not only are our 95% platinum rings brilliantly silver in colour, but they are also very strong.
Why does this matter to the customer? In short, due to Novita's secret platinum alloy mix, you will no longer need the regular and costly replating. Novita's platinum ring will maintain its initial beautiful colour and lustre even 20 or 50 years down the line. Novita’s platinum rings are also extremely durable and strong, and can hold their shape even after being knocked and bumped (to some extent) thanks to the 5% secret alloy we use.
Using Platinum Costs
As you might have noticed, platinum rings are always more expensive than white gold and there are several reasons why. The most straightforward reason is due to the rarity of platinum itself. The alloy used to make platinum rings is also purer and denser than white gold. Nevertheless, almost all diamond retailers, no matter how big or small, charge well over 40 to 100% more for platinum rings than they do for white gold rings. In contrast, Novita charges a very small premium for its platinum rings, around 8 to 15%.
Compared to our prices, our competitor’s are significantly higher, and this has to do with the fact that platinum is an extremely difficult metal for them to work with. Gold, for example, melts at around 1100 degrees Celsius, while platinum requires a working temperature in excess of 1700 degrees C. As you can see, platinum requires more than half the temperature of gold to melt and be pliable enough to work with. Platinum's exceptionally high-temperature barrier has only been overcome by technology in the last half-century when master jewellers began working with it in earnest. Before that, platinum was only relegated to tiny parts of the ring, primarily decorations. Even so, melting platinum and creating rings with it still requires an incredible amount of energy, highly specialised machines and tools, not to mention skilled jewellers. The jewellers, despite their skill, have to experiment through trial and error to make the right alloy, further driving up costs. Due to their inability or unwillingness to invest in such costly equipment and employees, many retailers outsource the production of platinum rings to specialized facilities and then pass the bill on to their customers.
Early on, Novita identified platinum as the metal of the future, instead of gold, and invested heavily in mastering its use. After decades of experience, hard work and research, the results have finally paid off. Novita's specialisation in platinum has enabled us to produce platinum in scale and quality that is unmatched in the diamond industry. Naturally, with scale comes efficiency, and Novita passes those considerable savings onto their customers by pricing their platinum rings much lower than the competition. It is imperative to note that this low price of our platinum rings does not in any way mean that we are compromising on quality. Far from it, in fact. We use a secret mix of metals that makes our platinum rings superior to any other platinum ring manufactured in the world, so much so that there is no contest.
To summarise, the platinum rings offered by Novita are not only more affordable, but whiter, stronger, and more durable than any white gold or platinum rings on the market. Take a look at our extensive collection of ring designs that can be made with platinum, and take advantage of Novita's specialisation in platinum ring manufacturing so you can be the proud owner of a stunning ring that can be passed down from generation to generation while still looking just as beautiful as the day it was bought.
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