This article first appeared in the JNA September/October 2025 issue.

The global platinum jewellery market stands at a pivotal moment, with optimism stemming from several converging factors. Most notable is platinum's current price advantage relative to gold, which further highlights the beloved white metal’s compelling attributes, according to Tai Wong, director of Global Innovation & Product Development at Platinum Guild International (PGI^®).

“We are witnessing platinum growth across global jewellery markets in the past six months where an increasing percentage of the precious white metal volume is shifting to platinum,” explained Wong. “It is mainly driven by cost, new available alloys and technology, but also because platinum possesses superior attributes compared to its metal counterparts.”

While platinum has traditionally dominated the bridal jewellery segment, PGI sees significant expansion opportunities in sectors such as love gifting, self-purchase, fashionable luxury and men's jewellery.

Recent months have likewise witnessed remarkable innovations in the platinum trade, with modern technology enabling the manufacture of products that appeal to previously untapped consumer segments.

Presence at JGW 2025

Education remains central to PGI’s mission of sharing the platinum story with the modern consumer and enhancing the metal’s widespread appeal, revealed Wong.

This unique proposition comes full circle with the PGI-organised Platinum Jewellery Pavilion at Jewellery & Gem WORLD Hong Kong (JGW) 2025, which takes place from September 15 to 21. PGI is also supporting Sublime Shine, a special exhibit curated by Informa Markets’ Jewellery & Gem Knowledge Community.

Dedicated to gold, platinum, silver and other metals used in fine jewellery, Sublime Shine demonstrates how state-of the-art technology can help jewellery manufacturers explore cost-effective production alternatives while remaining competitive in the market.

Featured companies in the Platinum Jewellery Pavilion include BN Jewellers India Pvt Ltd, Jewelex India Pvt Ltd, ORO Precious Metals Pvt Ltd, King Li Holdings HK Co Ltd, Jinbotong Technology Co Ltd and Shenzhen Kinch Jewelry Co Ltd, Guangdong. PGI’s participation at JGW 2025 aligns with the group’s broader market development strategy.

Beyond its core message of pure, rare and eternal, platinum’s contributions in other industries are equally important. Platinum is a key ingredient in green energy transition, waste management and cancer treatment, to name a few. This is important because technology in other industries can contribute to innovations in platinum jewellery. For example, advances in hydrogen fuel cell electrolytes can help improve platinum electroforming techniques, leading to the world's largest collection of platinum jewellery at international exhibitions.

Platinum's sustainability credentials are noteworthy. Platinum sourced from South Africa is regulated through ethical practices and traded via certifying entities like LPPM, LBMA and RJC. This ensures traceable origins of the platinum – which have become increasingly important under new European regulations like CSRD – while highlighting platinum's remarkable story since the Merensky Reef's discovery 100 years ago and its positive impact on South African mining communities.

Sublime Shine and the Platinum Pavilion

An immersive experience at the platinum section of Sublime Shine and the dedicated Platinum Jewellery Pavilion awaits visitors to JGW 2025. According to PGI, Sublime Shine is a wonderful exhibition by JGW that shares the precious metal journey from mine to hand. Consumers are often unaware of the immense effort required to extract minerals – only 3 grams of platinum is refined out of a tonne of mined rocks.

PGI is also shining the spotlight on its latest project, the Digital Product Passport, which traces platinum’s origins and highlights its positive impact. Meanwhile, companies at the platinum pavilion are bringing their unique platinum jewellery manufacturing expertise to the show.

“We have representations specialising in chain making, duo-coloured metal and the latest in electroforming platinum technology. These innovations bring new design experiences for consumers and create incremental business opportunities for our trade partners,” revealed Wong.

The platinum craftsmanship

Jewellery companies exhibiting at the Platinum Jewellery Pavilion are showcasing innovative designs at JGW.

BN Jewellers India Pvt Ltd, an Authorized Platinum Jewellery Manufacturer under PGI India since 2009, is introducing new jewellery collections across PGI brands Men of Platinum, Platinum Love Bands and Platinum Evara.

The Alvar Collection is crafted for the man who lives with intention and values meaning, depth and authenticity, according to the jeweller. Alvar is also a statement of identity and purpose.

For its part, Jewelex India Pvt Ltd, which has more than six decades of industry experience, has worked with platinum since 1999. “Platinum, being a metal for the more evolved consumer, is continually reimagined by our design team to retain its premium positioning,” stated the company.

Its speciality in machine-manufactured jewellery with exceptional finishing has made Jewelex a preferred partner for leading chain stores worldwide.

The company is presenting new collections that bring to light its design innovation and manufacturing excellence. Highlights are machine-manufactured wedding bands and men’s jewellery in platinum.

“Alongside this, we have introduced new concepts in eternity rings, personalised text engravings on rings, and several other unique creations that reflect both craftsmanship and contemporary appeal,” revealed the jewellery manufacturer.

Established over 25 years ago, ORO Precious Metals Pvt Ltd is a market leader, with state-of-the-art facilities in India and Dubai. It specialises in couple bands, comfort-fit products and high-precision engineered bracelets, with strong traction in men’s kadas (traditional bangle) and rings across India and Dubai.

“We are eager to showcase our platinum collections to an international audience at the fair. We hope to strengthen our retailer base beyond the Middle East and build long-term collaborations with our partners,” it added.

Representing a fresh perspective, Shenzhen Kinch Jewelry Co Ltd is relatively new to the market but has quickly established itself at the forefront of platinum innovation. “We do love working with platinum because of its superior attributes. There is a strong potential for platinum to grow further, given its intrinsic value and the high price of gold,” noted the company.

Kinch Jewelry said it started doing platinum electroforming, adding that the market is ready to introduce new electroformed platinum designs – a process it believes could revolutionise design possibilities. “More modern and gender-fluid designs have the potential to resonate strongly with today’s highly perceptive consumers,” it added.

This innovative platinum electroforming technology resulting in hard platinum, meanwhile, is the focus of Guangdong Jinbotong Technology Co Ltd. “The platinum material created using this process has high hardness, excellent wear resistance and strong anti-oxidation properties. It is also ideal for complex techniques such as stone setting and enamelling, making it widely applicable for various jewellery products,” the company said.

Notably, jewellery pieces made of electroformed hard platinum are lightweight, so they maintain a premium feel and design aesthetic but are also more affordable, noted Guangdong Jinbotong.

The companies reported strong growth in platinum sales, with notable expansion in the men’s jewellery and wedding band category. BN Jewellers said it leveraged this momentum to distribute products across India through leading retail chains while establishing a global footprint with exports to the United Arab Emirates, the US, Europe, Singapore and Malaysia.

Jewelex also witnessed an uptick in sales. “Platinum jewellery has experienced fantastic growth in recent years, with India emerging as a particularly strong and evolving market,” it stated. Despite India’s traditional preference for gold, platinum has successfully carved out a niche and continues to gain traction in the market.

JGW represents a significant milestone for these companies. BN Jewellers wants to showcase its expertise to global audiences and expand its international presence through its participation in the show.

“JGW is one of the most influential platforms in the global jewellery industry,” noted Jewelex, highlighting its objective to connect with international partners and explore new business opportunities.

Kinch Jewelry, for its part, is hoping to showcase “something fresh, different and innovative with platinum.”