National News

PGI’s new global brand proposition “Metal of Truth”, underscores platinum as symbol of authenticity and enduring value

Published

1 year ago

June 14, 2025

Platinum Guild International (PGI) successfully hosted the 2025 Platinum Jewellery Business Review (PJBR) on May 21, 2025, in London. Themed “Platinum Jewellery – Ready to Shine in a New Era of Demand”, the event convened leading stakeholders from across the platinum value chain—including producers, industry experts, investors, analysts, and marketing professionals—to assess market trends and explore new growth opportunities for platinum in the global jewellery sector.

Tim Schlick, CEO of PGI, opened the event by presenting a comprehensive review of the global platinum jewellery market. He highlighted the emerging opportunity for platinum to gain market share from white gold, particularly in light of favourable price differentials.

Schlick also unveiled PGI’s new global brand proposition for platinum jewellery: “Metal of Truth.” This positioning reaffirms platinum as a symbol of authenticity, rarity, and lasting value, and aims to strengthen its emotional resonance with consumers during life’s most meaningful moments. As a naturally white metal with a high purity level (typically 95%), platinum continues to distinguish itself as the ultimate material for fine jewellery.

Industry Panel Discussion

Tim Schlick moderated a panel discussion featuring:

Wilma Swarts, Director of PGM Research, Metals Focus
Hilton Ingram, Executive Head of Marketing, Valterra Platinum
Andrew Morton, Managing Director, Weston Beamor
Masakazu Tanaka, CEO, Tanaka Precious Metal Retailing Co., Ltd.

The panel explored how platinum jewellery could capitalise on the widening price gap with gold, particularly by targeting substitution opportunities in white gold segments (14-karat and above). Insights were shared from various points of the value chain, underscoring collaborative efforts required to drive growth.

Market Outlook and Strategic Insights

Zhenzhen Liu, Director of Global Corporate Marketing at PGI, presented an analysis of 2024 market performance and the 2025 outlook. Liu outlined how PGI’s strategic, consumer-led initiatives are stimulating demand and reshaping perceptions of platinum across core markets.

Regional Market Highlights

India and the Middle East

Despite disruptions due to national elections in Q2 2024, platinum jewellery fabrication in India rose by 14% year-on-year.
The Men of Platinum brand, including the MS Dhoni signature collection, has emerged as the top retail sales contributor across PGI brands.
PGI successfully piloted branded jewellery initiatives in the UAE, targeting Indian expatriates, other South Asians, and local Emiratis.
Double-digit growth is forecast for both India and the UAE in 2025, led by increasing demand for men’s jewellery.

United States

Retail sales of platinum jewellery increased 7% year-on-year, driven by a strategic shift from white gold to platinum, supported by price advantages and trade engagement.
The rise of lab-grown diamonds has incentivised retailers to adopt platinum to increase average transaction values and margins.
PGI USA introduced Inoveo Platinum, a new alloy developed by Valterra Platinum and Alloyed, which enhances manufacturing efficiency. Over 30 manufacturers have adopted the alloy since its launch in June 2024.

Japan

Substitution from gold to platinum intensified, with gold fabrication declining by 7%, while platinum fabrication increased 11%.
Retail ounce demand rose 6%, driven by asset-based jewellery, bridal rings, and inbound tourism.
Platinum’s share of white metal jewellery increased to 28%, continuing to outpace white gold (down to 19%), with further gains expected in 2025.

China

Platinum jewellery fabrication rebounded by 10% year-on-year in Q4 2024, accelerating to 50% growth in Q1 2025.
The market benefited from rising gold prices, prompting manufacturers to pivot towards platinum.
New dedicated platinum wholesale showrooms opened in Shenzhen, and several gold manufacturers converted production lines to platinum.
PGI’s industry partnerships and interventions are expected to help sustain this upward momentum in 2025.

National News

MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador

As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.

Published

24 hours ago

August 27, 2026

JewelBuzz Spread The Buzz

MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.

The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.

Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:

“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.

This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”

The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”

Speaking on the association, Sidharth Malhotra said:

“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”

The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.

The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.

Link to the TVC (YouTube):