Amplats highlights importance of jewellery market at PlatAfrica awards

25th November 2016 By: David Oliveira - Creamer Media Staff Writer

Platinum major Anglo American Platinum (Amplats), in association with Platinum Guild International (PGI) India and South African precious metals refining company Metal Concentrators, hosted the seventeenth PlatAfrica Jewellery Design Awards at the Inanda Club, in Sandton, Johannesburg, earlier this month, with the winners set to participate in PGI India’s design sourcing process.

Amplats CEO Chris Griffith highlighted in his opening address that the winners would participate in design workshops in Mumbai, India, and, if successful, could find their designs in retail stores across India.

He explained that, over the past 17 years, Amplats had used the PlatAfrica competition, whichfeatured professional, student and apprentice categories, to encourage local jewellery design and manufacturing.

Griffith highlighted the importance of China and India for the platinum industry, with China having an estimated 11-million platinum jewellery consumers every year, while India’s demand for platinum grew from 16 000 oz in 2008 to 175 000 oz in 2015, largely on the back of increased wedding-related platinum jewellery purchases.

Owing to the growing demand, Amplats’ wholly owned PGI India has launched the Evara Platinum Blessing collection of platinum jewellery to take advantage of such purchases.

“Evara, which is routed in Sanskrit and means ‘eternal blessings’, is a gifted jewellery set from the bride’s parents to the bride and groom, and carries with it the platinum promise of everlasting love,” Griffith explained.

He noted that, by helping grow demand for platinum jewellery, Amplats was securing its own future as a producer of the coveted metal.

“Additional platinum jewellery demand means that mining remains relevant, it can stay open for longer, mining jobs are secured, taxes continue to flow to governments and shareholders receive reasonable returns. This growth in the market will, however, not happen if it is left to chance, as it requires active and strategically thought through market development.”

Griffith pointed out that, as the platinum jewellery market continued to grow, so too the need to “develop the design and manufacturing skills and expertise right here in South Africa to serve these large markets”.

First place in the student and apprentice category went to Jefta Mtole from Pretoria-based Altin Jewellers, while Sylvester Louw from Kyalami-based Pneuma Jewellers took top honours in the professional category.

A total of 102 individual entries were received for this year’s PlatAfrica Awards and metal to the value of over R1.5-million was used to create the pieces of the 23 finalists.