Marketing

Northam continues to maintain its status as an independent supplier of quality PGMs. Northam's total output accounts for some 4% and 1% of annual world production of platinum and palladium respectively. Over the years Northam has developed sound and enduring business relationships with selected customers, and are well positioned to take advantage of the positive outlook for metal demand.

Northam continues to lend financial support to the jewellery promotion campaigns of the PGI. Given the intense competition from its gold and white metal counterparts, the efforts of the PGI to stimulate the global demand for platinum jewellery have ensured that this pillar of platinum demand will endure and expand into the years ahead.

Sustaining the market for jewellery

The Platinum Guild International (PGI) was established in 1975 in Japan to stimulate and develop markets for platinum jewellery, a sector which currently accounts for about 38% of global platinum demand. Funded by the world’s leading platinum producers in order to ensure sustainable markets for their products, the PGI has achieved considerable successes, particularly in China in the 1990s, by growing the uptake of platinum in China’s jewellery manufacturing sector.