The popularity of platinum jewellery has shown phenomenal growth in
South Africa in the lahorizontal belt sander metalst six years.
The use of platinum in local jewellery manufacture has increased
tenfold in this period.
In 1999, the local jewellery industry consumed only 50 kg/y of the
precious metal; today it uses 500 kg/y of platinum.
Last week, the Platinum Jewellery Trust of South Africa (PJTSA)
offered an exlusive preview to the National Business Initiative and
its member companies of the latest sample range of platinum
jewellery to be manufactured in South Africa – the Djadji
collection.
The jewellery project is part of the trust’s strategy to
expand platinum beneficiation in the North West province, in
particular, with the assistance of the South African
platinum-mining and jewellery industries.
The PJTSA has appointed project management company Nine Dots to
manage and fast-track the implementation process. Nine Dots MD
Claire Minnitt says it is hoped that the Djadji range will
facilitate the development of an internationally-recognised brand
for use by the local platinum-jewellery industry.
The Djadji brand involves a collection of top-quality well-finished
gem-set platinum jewellery that is made from Africa’s finest
platinum, diamonds and tanzanite.
The range is designed to include a hint of Africa, without being
overtly African. Other aims of the jewellery project are to build
capacity and raise skill levels in the jewellery industry and to
develop small, medium and micro enterprises.
Domestic market research indicates that there is significant
potential to grow the market for locally-manufactured platinum
jewellery. More than 70% of the value of the platinum jewellery
sold in South Africa is bought by the tourist market. Minnitt says
that independent stores in tourist areas report annual increases of
between 15% and 25% over the past five years, compared to almost no
growth in the domestic market during the same period. Hence, the
fact that tourists are the fastest-growing segment of jewellery
consumers in South Africa, combined with the country’s
increasing popularity as a tourist destination, bodes well for the
Djadji range.
She adds that independent studies by the Platinum Guild
International confirmed the fact that platinum jewellery is highly
desirable and holds great promise to become the precious metal of
choice for consumers worldwide.