Page 41 - 100 years of Anglo American

Inset: The 2016 PlatAfrica
winner – a bracelet created
using platinum, silver and
stones by Sylvester Louw

ompetitions
are usually
about
recognising and
rewarding
Centrants for
pushing boundaries and doing what
others couldn’t.
But for the PlatAfrica
competition, it’s more than that – it’s Models showcase
about growing local jewellery design the innovative
and manufacturing skills while pieces created out
increasing the demand for of platinum by the
platinum jewellery. finalists for last
For the past 17 years, year’s PlatAfrica
Anglo American competition
Platinum, in association
with Platinum Guild
International (PGI)
India and Metal A glittering new
Concentrators, has
sponsored the
PlatAfrica competition.
It has unearthed some
of the greatest talents MARKET
in the industry, and
some designs from the
competition were
showcased by finalists Anglo American Platinum challenges designers
in the Miss SA pageant
this year. to create masterpieces with the precious
When the competition
was launched in 2000, the metal, writes Zinhle Mapumulo
quality was good, but
Kleantha Pillay, the head
of market development for
precious metals at Anglo American Platinum, “What always impresses the most is among the largest emerging markets – about
says it has become better. something that offers a new take or slant. 60% of its market consists of wedding-
“In the years that I have been involved in For example, last year the two pieces that related platinum jewellery purchases – and
this competition, I have seen the increase in really took my fancy were the Isiphandla that is where Anglo American Platinum,
terms of innovation and technical expertise Spear of Time bracelet with goatskin and though the PlatAfrica competition, is hoping
in the design of platinum jewellery. The platinum – for its high-impact attitude – and to score the most.
professionals get better each year, and the then the enchanting Izinyembezi necklace, a Last year’s three winners – Sylvester Louw,
quality and standard among students is also simply beautiful necklace showing platinum Jepta Mtole and Alexandre Antoine Thomy
increasing each year,” she says. at its finest,” she says. Vencatasawmy – were invited to attend PGI
And the judges agree. For many participants, particularly the India’s design sourcing workshops earlier this
Pallavi Sharma, director of consumer students, the PlatAfrica competition has year. They were exposed to the international
insights and marketing for PGI India, says: opened doors to jobs at jewellery companies. consumer, the retail jewellery market, and
“The participating students and professionals But it also gives them the opportunity to had the opportunity to interact with some of
are really stretching thinking and exploring work with a precious metal they would the biggest jewellery designers and
forms that are new and innovative. otherwise not have access to until they manufacturers.
“The entries are well crafted and there is a become professionals. “They got to understand the kind of
lot of exploration on techniques, surface Pillay says students don’t generally have jewellery design that the global market is
treatment and newer materials that are being access to precious metals such as platinum. looking for, and gained insights and skills
combined with platinum to bring in new “What makes us happy is when we see that would help them to tap into that
design thinking. Also, the participants are entrants draw, design and manufacture market,” she says.
very focused on the theme and bring forth platinum jewellery pieces that are wearable PGI India has challenged the winners
strong design stories that work cohesively to and can be sold because that can help to design jewellery that will appeal to the
amplify quality and creativity seen at increase demand for platinum jewellery in Indian market. Should they be successful,
PlatAfrica every year.” this country.” their designs could be selected to feature in
Veronica Anderson, who runs a jewellery Platinum jewellery accounts for 3% of the retail stores in India as part of the Evara
outfit in The Firs, Rosebank, says that she is platinum market in South Africa. The largest Platinum Blessings collection, which places
often so impressed with the designs that she market for platinum jewellery in the world is platinum at the heart of the wedding
wants to keep them for herself. China, followed by the US. India is also ceremony.
ANGLO AMERICAN 100 YEARS 41