Platinum’s Return: A New Campaign To Woo Jewelers

Officials of the world's largest platinum mine want to stake a bigger claim in your showcase. Jewelry manufacturing accounts for an estimated 1.7 million ounces of platinum yearly worldwide, up 25% from five years ago. But there's still room for growth, says Rustenburg Platinum Holdings Ltd., the South African company that supplies 80% of the platinum mined each year worldwide. During a mine tour by U.S. jewelry manufacturers, retailers and trade press in November, Rustenburg officials made clear they want to take advantage of improving economies around the world. They also recognize South Africa's trade environment has improved since Nelson Mandela and his African National Congress took the reigns of government last year, abolishing the apartheid system that had dissuaded many would-be trade partners. The tour, arranged by the Platinum Guild International, was designed as an infor

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