New Platinum Alloy Ignites Fires orm of Debate

Will consumer confidence in platinum be shaken? At issue is a new platinum alloy whose platinum content is 585 parts per thousand (ppt). In response to the new alloy, Platinum Guild International USA in April sent a letter to 400 industry manufacturers and retailers, reiterating its position on maintaining platinum's purity at present levels and urging widespread participation in a forthcoming Federal Trade Commission Federal Register Notice for industry comment about marking and disclosure practices for the new alloy (see sidebar, p. 258). "We want to get across that we are standing by our position of platinum jewelry's being 90 percent or higher [platinum content in an alloy] and alloyed only with platinum group metals [in order to be marked platinum]," said Huw Daniel, PGI USA president. In response to a request by Karat Platinum LLC, Inwood, N.Y., to the FTC to mark products made

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