Nearly all white gold jewelry created today is plated with white rhodium. This hides the true color of white gold and gives the jewelry the bright white/silver appearance that we've come to expect with white gold.
This plating will slowly fade over time, typically on the areas of your jewelry that receive the most wear and tear (the base of your ring, for example). Every few years you may need to have the white rhodium plating replaced if you would like to maintain the bright white color of your jewelry.
Underneath the plating, the true color of white gold is a warm white. This is because you're seeing the actual gold within the alloy. The 14 karat white gold alloy I use is 58.5% gold, 23% copper, 9% zinc, and 9.50% nickel. The gold still shows through in metal. I like to describe it as a champagne color.
Although it is uncommon, some jewelers (including me!) now offer unplated white gold jewelry. I personally think the warm white color is beautiful, and there's no maintinance involved since there is no rhodium plating!
Since unplated white gold jewelry is so rare however, I cannot offer necklace chains, charm bales, or earring posts/backs in unplated white gold, as these are findings that I purchase from jewelry finding suppliers. Anything that I cast myself however - all rings, the design part of my pendants neckalces/charms and earrings - can be made in unplated white gold!