We touched base with the Anglo-American Platinum Market Development Specialist Adithi Naidoo, as the
company celebrated the 21 st year of South Africa’s premier platinum jewellry and manufacturing
competition, PlatAfrica. PlatAfrica showcased 20 finalists in the two categories for this year’s competition,
which for the first time focused exclusively on men’s platinum jewellery.
In partnership with African Fashion International (AFI), the finalists’ pieces were showcased as part of Joburg Fashion Week 2020. A huge congratulations to the PlatAfrica Professional winners, Lungile Xhwantini (1 st ); Rob Burton, Emile Pitout and Abdullah Zayd in second place; Jane Merrifield in 3 rd place; and Christina Toros, who placed fourth.
In the Student & Apprentice category, congratulations to Ross Kellerman (1 st ), Malefa Phoofolo (2 nd ),
Ntsikelelo Shange (3 rd ) and Alexander Rawháni (4 th ). Malefa Phoofolo also won the People’s Choice Award.
You are able to shop the one-of-a-kind jewelry pieces online at the AFI Boutique.
PlatAfrica was dressed by leading South African menswear brand, Carducci for the AFI Fashion show 2020.
Question 1: With the focus being men’s jewellery design this year, what makes designing platinum jewellery for men unique?
Question 1: With the focus being men’s jewellery design this year, what prompted this choice of theme
for the 2020 competition?
Each year PlatAfrica aims to challenge our local jewellers to push the boundaries of design in platinum and to create statement pieces that truly let the metal shine, but also captures the essence of their target consumer. Research by our partners at Platinum Guild International (PGI) India have shown us that men’s jewellery is an emerging market segment, but offerings in platinum for this category are limited. We therefore saw an
opportunity for an exciting design brief that will hopefully encourage more consumers to consider platinum jewellery, and more local jewellers to cater to this market.
Question 2: Are there any trends or themes you picked up as you looked through the submissions by the
The creative brief asked designers to choose a client that inspired them, or a person who is a success in their eyes. I believe this is something that is a very personal choice, but it reflected people who showed resilience in
the face of adversity, commitment to achieving their goals and those who have had a positive impact in their communities.
Question 3: As you continue to provide a platform for local jewellery designers through this longstanding
competition, what is your hope for the future?
Each year we are always blown away by the impeccable quality and amazing creativity of the designs we
receive for PlatAfrica. South Africa has such talented professional jewellers, and an incredibly promising
pipeline of emerging student and apprentice designers and manufacturers, and Platinum is genuinely a
proudly South African metal. This year, the local industry was hard-hit by the impacts of the pandemic, and now more than ever, our ongoing goal is to connect the metal and the jewellers with consumers – to
introduce them to high-quality South African-made platinum jewellery and to sustainably grow our local
Question 4: What excites you about partnering with Africa Fashion International for Joburg Fashion Week
Our partnership with AFI is one example of the work that Anglo American Platinum as well as our partners PGI India & Metal Concentrators have been doing to explore new and innovative ways to facilitate access to new markets and grow sustainable demand for South African-produced jewellery and design. We were
drawn to AFI’s strong commitment to investing in African design, which is very much aligned with our
ambitions for PlatAfrica – we believe that this new partnership will bring South African platinum jewellery
excellence closer to the consumer, and to a much broader and engaged audience.
Thanks to the AFI Boutique you can shop the collection on the website. Don’t get left behind and get your
favorite piece now!