PlatAfrica 2017 to focus on “Bold Minimalism”
“Bold Minimalism” has been selected as theme for the 18th annual PlatAfrica jewellery design and manufacture competition to unearth the country’s top talent. Presented by the world’s leading producer of the precious metal Anglo American Platinum, in association with PGI India and Metal Concentrators, the prestigious competition is open to student, apprentice and professional jewellers in South Africa.
The 2017 PlatAfrica theme aims at achieving the perfect pairing of timeless platinum with on-trend design – curated elements, pared down, simplified; each one considered, courageous and meaningful… a simple expression of love. It looks to minimalism as a stance against excess, it dares to be bold with designs that stand out from a sea of clutter.
Four design hooks have been selected to allow designers to explore the properties of platinum to create statement pieces for both men and women. These are:
- New sculptural: artful, bold and assertive, multi-dimensional design.
- Linear constellations: complex lines of metal that break the monotony and highlight the strength of platinum.
- Asymmetrical silhouettes: simplistic yet substantial revelling in a break with tradition – off centre, unexpected.
- Beyond deco: clean lines, multi-faceted angles a reflection of the future.
“Bold Minimalism” in its simplest form is seen as an expression of the pure, rare and eternal properties of platinum. It is to be used to create elegant designs, where less is more; an eloquent expression of contemporary love.
The target market for the 2017 competition is Indian millennials; a bold, experimental generation looking for a fresh, modern take on tradition. They are tech-savvy traditionalist; very connected to family, but very different from the previous generation. Their friends/social network all form part of their extended family.
Indian millennials are all about making their own mark – they want to be more/do more! Self-expression and individuality is important to them – they look for designs that reflect their individuality as well as their status and success. They are fashion conscious and want to make an impression with their style.
Being socially relevant is important; they seek meaning in their choices. They value craftsmanship as a means towards self-expression and to allow them to stand out from the crowd.
Entries have to be submitted by 30 June 2017 and the winners will be announced at a gala event on 2 November 2017. For more information visit: www.angloamericanplatinum.com
Harriet Lamb Mpumi Sithole
(SA) +27 (0) 11 888-8397 (SA) +27 (0) 11 373 6246
Anglo American Platinum Limited is a member of the Anglo American plc Group and is the world’s leading primary producer of platinum group metals. The company is listed on the Johannesburg Securities Exchange (JSE). Its mining, smelting and refining operations are based in South Africa. Elsewhere in the world, the Group owns Unki Platinum Mine in Zimbabwe. Anglo American Platinum has a number of joint ventures with several historically disadvantaged South African consortia as part of its commitment to the transformation of the mining industry. Anglo American Platinum is committed to the highest standards of safety and continues to make meaningful and sustainable difference in the development of the communities around its operations.
Anglo American is a globally diversified mining business. Our portfolio of world-class competitive mining operations and undeveloped resources provides the raw materials to meet the growing consumer-driven demands of the world’s developed and maturing economies. Our people are at the heart of our business. It is our people who use the latest technologies to find new resources, plan and build our mines and who mine, process and move and market our products – from diamonds (through De Beers) to platinum and other precious metals and copper – to our customers around the world.
As a responsible miner, we are the custodians of those precious resources. We work together with our key partners and stakeholders to unlock the long-term value that those resources represent for our shareholders, but also for the communities and countries in which we operate – creating sustainable value and making a real difference.