Platinum Guild International (PGI), the global marketing body for platinum jewellery, has reported robust growth across key markets and unveiled a bold new branding strategy. Under the slogan ‘Metal of Truth’, PGI aims to position platinum as a timeless symbol of authenticity, value, and emotional significance in jewellery.
Highlighting the metal’s exceptional purity—typically 95%—PGI’s new campaign underscores platinum’s enduring relevance. “Throughout history, jewellery has always played a central role in expressing meaning, emotions, and self-realisation,” said PGI CEO Tim Schlick. “Our new brand proposition positions platinum as the metal that truly honours these moments. While trends change, truth endures.”
The announcement came during the 2025 Platinum Jewellery Business Review, where PGI spotlighted four priority markets: India, the United States, Japan, and China.
India: A Springboard for Regional Expansion
India saw a 14% year-on-year increase in platinum jewellery manufacturing in 2024, driven largely by men’s jewellery. The launch of the MS Dhoni signature Men of Platinum collection significantly bolstered consumer interest. PGI is also leveraging India’s momentum to expand into the Middle East, particularly the UAE, targeting both South Asian expatriates and local Emiratis. Double-digit growth is forecast in both regions, with men’s jewellery remaining the key growth engine.
United States: Market Growth Driven by Innovation and Lab-Grown Diamonds
In the U.S., platinum jewellery sales rose 7% year-on-year, fueled by retailers shifting from white gold to platinum. The rising popularity of lab-grown diamonds has further enhanced platinum’s appeal, enabling retailers to increase transaction sizes and profit margins. PGI also introduced a new platinum alloy, Inoveo Platinum—developed by Valterra Platinum and Alloyed—to address manufacturing challenges. Over 30 producers have already trialed the new alloy.
Japan: Price Dynamics Favour Platinum
Japanese demand surged as consumers took advantage of the widening price gap between gold and platinum. While gold jewellery production declined 7% year-on-year, platinum production climbed 11%. Retail demand for platinum ounces increased 6%, with asset-based and bridal jewellery gaining traction. Tourism also played a vital role in boosting sales. Platinum’s share of the Japanese jewellery market reached 28%, outpacing white gold’s 19%.
China: Gold Prices Push Producers Toward Platinum
In China, platinum jewellery manufacturing rose 10% year-on-year in Q4 of last year, soaring to 50% growth in Q1 2025. Rising gold prices have prompted many gold-focused jewellers to switch to platinum. Shenzhen, the country’s jewellery hub, has seen the opening of multiple wholesale showrooms dedicated solely to platinum.
With strong performances across its key markets and a renewed global brand identity, PGI is reinforcing platinum’s place not just as a luxury metal, but as a lasting emblem of truth and authenticity.
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