Gold is the most popular conventional precious metal used in jewelry. It is known for its rich luster, ever increasing value and sheer magnificence. Gold is a soft metal therefore alloys are mixed in gold to increase its hardness. Gold is available in different shades of yellow, pink, green and white. It gets the color from the alloys that are mixed to increase the hardness of the metal. Gold does not tarnish, is durable and is mostly non-allergic.

Platinum is the strongest, purest and the most pliable precious metal. Platinum is a grayish white colored metal that does not require the support of the alloys unlike gold. Generally the platinum jewelry is made of 95% platinum and 5% of other metals like palladium, ruthenium, osmium, iridium.

Silver is a shinny whitish metal popularly used for making fashion jewelry, accessories, utensils and other items. Pure silver is a very soft, therefore mixed with alloys to meet the jewelry requirements. Silver is prone to oxidization and discoloring, needs regular cleaning and polishing. Sterling Silver is stronger than pure silver with 92.5% silver and 7.5% copper.