Platinum Guild International (PGI) is a marketing organization which was created in 1975 and is funded by the world’s leading platinum producers.  PGI USA is solely funded by Anglo American, a leading global mining company that operates PGM (platinum group metals) mines in Zimbabwe and South Africa, where over 80% of the world’s platinum is sourced.

PGI’s mission is to develop platinum jewelry as a demand source for platinum that contributes to the long-term sustainability of the platinum industry. Since its creation, jewelry development has demonstrated a strong track record in delivering results, and platinum jewelry has contributed over 90 million ounces of demand.



Through various programs, both direct to consumer and in collaboration with jewelry retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewelry, and then developing them with partners. PGI’s consumer marketing and educational programs are focused on developing awareness and an appreciation for platinum’s pure, rare, and eternal qualities as a precious metal for fine jewelry. In addition, PGI works collaboratively with partners globally, running extensive marketing programs in the four main platinum jewelry markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.


The majority of demand for platinum comes from applications that enhance the environment and human well-being. For example:

Automotive: The largest demand source for platinum comes from applications in the automotive industry, namely autocatalysts that help reduce harmful emissions from gasoline and diesel vehicles. Platinum is also found in next generation vehicles, specifically fuel cell electric vehicles (FCEV) which along with battery electric vehicles (BEV) will form part of the future power matrix. FCEV technology is ideally suited to heavy-duty, long range and high utilization vehicles, such as busses, trucks, trains and even ships. Platinum is found in the fuel cell which converts hydrogen into electricity, with the only emission being water.

Medical: Platinum is also found in a variety of medical applications. This includes chemotherapy drugs for the treatment of cancer, medical devices such as pacemakers, implantable defibrillators, catheters, stents and hearing assist devices use platinum. Platinum enables devices to be engineered into high-precision micromachined parts that have exceptional qualities, such as biocompatibility, inertness within the body, durability and electrical conductivity.

Other Industrial: Platinum is also frequently used as a catalyst for several manufacturing processes including silicone bake ware, fertilizer and fiberglass. For silicone bake ware, platinum is used as the catalyst in the curing process of the silicone rubber, ensuring that it has high purity, is tear-resistant and has low toxicity. Platinum’s catalytic properties also convert ammonia to nitric acid, allowing for large-scale production of fertilizer, which uses a platinum-rhodium gauze catalyst. Fiberglass is being used to provide sustainable solutions in automotive to meet emissions standards and in construction, where it is used as an insulating material to reduce heat loss. High-quality glass components are also used for solar panels.