As an industry standard, most white gold is rhodium plated. This means you’re not actually seeing the natural colour of the metal as it is plated in a thin layer of rhodium, which is a naturally white metal, so that the stunning bright silver-colour appears consistent no matter the carat. This finish is generally reapplied annually when rings are serviced to maintain the colour.
If you’re opting for an un-plated white gold, the natural colour of the metal in 9ct is slightly darker than sterling silver. You will find that the 9ct looks silvery, and then the higher the carat the darker the grey tone becomes, resulting in more of a steely grey with a slight warmth, making it a popular choice for mens wedding rings.