This is the brightest and most reflective of the six elements of the platinum family. It is also far whiter and harder than the others. This is the reason that its used to plate jewelry, giving it a durable finish that will last a very long time without fading or chipping. It is so pure, it rarely causes an allergic reaction and for some people this is very important. Some people are so sensitive to the combination of alloys mixed in with either gold or platinum that they simply can't wear jewelry. Platinum is a wonderful- if expensive- solution.