Platinum Guild International (PGI) is a leading marketing organisation founded in 1975 with the vision to develop the global platinum jewellery market as a new demand source for platinum. Since then, jewellery development has demonstrated a strong track record in delivering results, and platinum jewellery has contributed ~80 million ounces of demand. Through various programmes, both direct to consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique qualities as a precious metal for fine jewellery. In addition, PGI works collaboratively with partners globally, running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.