Global platinum jewellery marketing organisation Platinum Guild International (PGI) believes that the metal enjoyed strong growth opportunities in the jewellery sector. To turn opportunity into reality, PGI is using a new brand slogan, 'Metal of Truth', to market platinum jewellery. The slogan referenced platinum’s long-term value and presents it as the (not a) symbol of authenticity. Platinum used in jewellery has a high (usually 95%) purity level.

“Throughout history, jewellery has always played a central role in expressing meaning, emotions, and self-realisation,” affirmed PGI CEO Tim Schlick. “Our new brand proposition positions platinum as the metal that truly honours these moments. While trends change, truth endures, and platinum is a metal that reflects those true moments better than any other.”

At a recent event (the 2025 Platinum Jewellery Business Review), PGI reviewed the key markets for platinum jewellery. They are (in PGI’s order) India, the US, Japan and China.

In India, total platinum jewellery manufacture increased in 2024 by 14%, year-on-year (y-o-y). The driving force for the sector is men’s jewellery, particularly following the launch of the Men in Platinum MS Dhoni signature collection. PGI is also using India as a base from which to enter the Middle East (initially the United Arab Emirates), targeting South Asian expatriates as well as Emiratis. PGI forecast that jewellery production in India would grow by double-digits, as would demand in the UAE, again driven by men’s jewellery.

PGI estimated that, in the US, platinum jewellery sales last year grew by 7% y-o-y. Part of this growth is the result of retailers switching from white gold to platinum. Another factor is the growing laboratory-made diamond market, which also pushed retailers to switch to platinum, to increase the size of their average transactions and optimise their profit margins. PGI also introduced a new platinum alloy brand into the US, Inoveo Platinum (developed by Valterra Platinum and Alloyed) in June last year. It is intended to increase efficiencies in manufacturing and meet challenges when using platinum, reported by designers and manufacturers. More than 30 producers have so far tested the Inoveo alloy.

In Japan, increased demand for platinum jewellery has been driven by the growing price differential between gold and platinum. Japanese gold jewellery production last year declined by 7% y-o-y, while platinum jewellery production increased by 11% over the same period. Demand for retail platinum ounces grew by 6% y-o-y. There was a firm preference for asset-based jewellery, with an increased share for bridal jewellery. The sector also continued to be boosted by inbound tourism into the country. Platinum jewellery accounted for 28% of total jewellery sales in Japan last year, compared to white gold’s share of 19%.

Chinese platinum jewellery production is being stimulated by rising gold prices. The country’s manufacture of platinum jewellery grew by 10%, y-o-y, in the fourth quarter of last year, jumping to 50%, y-o-y, during the first quarter of this year. New wholesale showrooms dedicated to platinum have opened in China’s jewellery hub, Shenzhen, and several previously gold jewellery producers have switched to platinum.