Africa's Gift of Light

DJADJI the choice of luxury artisans, embodied by true South African heritage, your precious jewellery piece will be an investment for generations to come.
DJADJI represents the new mark in design passion with the birth of the most prestigious platform created for local Jewellery Designers and Manufacturers with a very specific design style and artistic flair.
The DJADJI mark embodies fair-trade principles of which the core is passion for creating unique jewellery pieces using only the finest materials harvested by using best practice principles. Each design that is released is combined with expert manufacturing techniques and carries an individual DJADJI stamp of approval that provides a record of origin, authenticity and fair-trade guarantees. This initiative is the channel of promise for a better future for communities where these precious materials are sourced. Inspired by the African Rain Queen, Modjadji, referencing the nobility of Platinum's appeal and purity whilst at the same time symbolizing the mystery and enchantment of Africa.
Djadji is the holding brand of the SPI , an initiative of the PTSA (Platinum Trust South Africa) supported by the Seda Technology Programme.

About Djadji Platinum

What is Djadji Platinum™?

Djadji Platinum™ is a unique range of platinum jewellery from South Africa. Each piece of Djadji Platinum™ is more than fine, pure platinum jewellery. It is an investment in South Africa, the North West Province, its people and the promise of a better life for all.
Launched in November 2005 by the Platinum Trust of South Africa, the platinum in each piece of Djadji Platinum™ jewellery is drawn from the ore-rich veins of the Bushveld Complex in the North West Province, home to one of the world's largest and richest reserves of platinum.

Where does the name "Djadji Platinum™" come from?

Inspiration for the name "Djadji Platinum™" was drawn from the African rain queen, Modjadji, referencing the nobility of platinum's appeal and purity whilst at the same time symbolising the mystery and enchantment of Africa.

Platinum Benefication

Anglo Platinum Beneficiation Strategy
Transforming South Africa from an extractive industries economy to include value manufacturing requires a high level of commitment from business leaders and their organisations to address fundamental challenges of international competitiveness, technological expertise and market access.
Anglo Platinum acknowledges the need to support and assist government and other stakeholders in promoting the beneficiation of platinum. It has and continues to engage proactively on the Precious Metals Bill and on beneficiation offsets as per the Mining Charter. The company will consider any project or programme that makes commercially viable sense in addressing initiatives of adding value to the country's natural resources and creating jobs.
The South African jewellery strategy is developed from the premise that the Anglo Platinum's core competence is mining and refining platinum but will facilitate and invest in jewellery fabrication if deemed viable.
Overall, the objective is to promote the local platinum jewellery design and manufacturing industry in order to maximise opportunities and to add value to the country's natural resource in both local and international markets.
The company will, with relevant stakeholders, be involved in a range of activities in meeting the purpose above. They are direct interventions at assisting industry in improving its global competitiveness. The interventions are:
"The development of design excellence and consumer awareness by supporting a design competition, cooperative advertising campaign and retail training. Secondly, by assisting the industry in building technical capacity via bursaries, development of platinum studios and advanced training. Thirdly, by providing access to PGI/JM research and materials regarding markets and trends. Fourthly by implementing a metal financing scheme for jewellers to assist with the high cost of inventory and pipeline stock and remove the risks associated with price fluctuations. Finally, facilitating the development of commercial jewellery businesses in partnership with relevant business partners and government."
In evaluating progress three key issues will be monitored within the domestic market. Firstly by measuring trends in platinum demand for both local consumption and the export market of value-added items. Secondly, by monitoring the number of new entrants using platinum in their businesses and, thirdly by monitoring improvement in design and technical curricula at institutions supported by Anglo Platinum
Market development and beneficiation strategy

What is the Platinum Trust of South Africa?
The Platinum Trust of South Africa was formed in 2003, on the back of legislative changes in the mining and beneficiation environment in South Africa. Its aim is two-fold; the creation of jobs and beneficiation of platinum group metals in a number of fields including skills training in platinum jewellery design and manufacture.
Djadji Platinum™ is a unique range of platinum jewellery from South Africa, launched in November 2005 by the Platinum Trust of South Africa.

What is the Seda Platinum Incubator?
In association with a number of key public and private players, the Platinum Trust of South Africa launched the country's first platinum beneficiation incubator in Rustenburg, North West Province in December 2006. Opened by the Premier of the North West Province, Mme Edna Molewa on behalf of Mrs Phumzile Mlambo-Ngcuka, Deputy State President of South Africa, the Seda Platinum Incubator will manufacture Djadji Platinum™ jewellery and will also promote small business access to platinum group metals.
The facility, in helping to address the socio-economic challenges facing South Africa, will also include a training centre, leveraging off the infrastructure and working capital of the facility, to ensure skills transfer to and upliftment of historically disadvantaged South Africans.
The first initiative of the incubator focuses on the design and manufacture of platinum jewellery.
These initiatives will reside in the North West Province, the heart of South Africa's platinum production. The aim is for the province to become a hub of platinum-jewellery manufacture in South Africa and to develop small, medium and micro enterprises in the jewellery industry.

Why the North West Province?

The North West Province is the Platinum Province. It is host to some of the world's leading platinum miners, and has the largest known reserves of platinum in the world. However, Platinum is not only our legacy, it is also our future.
That is why the North West Province is now strategically involved in adding value to transforming our platinum mining legacy by developing a centre of jewellery manufacturing excellence.
This broad partnership of public and private sector interests has funded the Seda Platinum Incubator, aimed at developing jewellery manufacturing skills and job opportunities in the region.
In this regard Djadji Platinum™ is centrally placed in the strategic initiative to "…translate the North West's abundant riches into real economic benefits for the people of the province and bridge the gap between South Africa's mining and manufacturing sectors more generally." *
*(North West Premier, Edna Molewa, in her welcome address at the launch of the Seda Platinum Incubator – December 2006).

About Platinum

Platinum Properties

Pure - an expression of integrity, a reflection of inner truth

Each superbly styled piece of item of Djadji Platinum™ jewellery carries the "PT 950" hallmark, indicating that it is 95% pure. To make up the other 5%, platinum is commonly alloyed with iridium or ruthenium – both of which are platinum group metals. Platinum is therefore hypoallergenic and ideal for sensitive skin. Pure platinum is naturally white, with a cool silver-white patina which makes it the metal of choice to enhance the scintillating sparkle of diamonds.

Rare - the coveted treasure of discerning individuals

Platinum is found in very few places around the world and is 30 times rarer than gold. In order to produce one ounce of platinum, a total of between 10 and 25 tons of ore and six to eight weeks are required versus only three tons of ore and five days to produce one ounce of gold.
Platinum is also denser than gold which means that the same item of jewellery would weigh about 40% more in platinum than it would in 18K gold.

Eternal – the ideal choice for a life time of everyday wear

Platinum's density and weight make it more durable than other jewellery metals. It does not wear away, tarnish, or corrode. Whilst platinum does scratch, none of the volume is lost – it is purely a displacement of the metal. Platinum offers the most secure setting for diamonds and precious stones and will retain its everlasting radiance.

Hallmark – the sign of quality

Symbolic of Djadji Platinum's™ purity, the raindrop found on each piece of jewellery is more than just a hallmark of quality. The raindrop embodies the spirit of Djadji Platinum™ and its African heritage.

Platinum – the perfect diamond partner

Diamonds are the traditional choice for an engagement ring because they are beautiful and enduring. Platinum is the perfect partner because it complements a diamond's finest qualities perfectly.
Platinum's natural white lustre is unaffected by time and forever enhances a diamond's sparkle, which means your engagement ring will burst with radiance. Platinum contains no yellow colour or alloys to tinge a diamond's brilliance. Platinum's superior strength and durability make it the most secure and protective metal for settings.
Fuse the breath-taking light of a diamond with the timeless elegance of platinum to create a rare and enduring symbol of romance.

Versatile – another notable characteristic

Platinum is extremely pliable and can be wrought into fine wire which enables the creation of remarkable platinum mesh accessories – items which can not be made using other precious metals.
Catalytic converters, which contain platinum catalysts, are antipollution devices used to reduce the toxicity of emissions from internal combustion engines. This is one of platinum's most notable industrial uses.
Platinum is also important in the medical field. Platinum is used for pacemakers as it is not affected by the oxidizing reaction of blood, has excellent conductivity and is compatible with living tissue.

Platinum Mining in South Africa

The Bushveld Complex

Formed about 2 000 million years ago, the Bushveld Complex (BC) can be compared to an enormous, irregularly-shaped saucer 370 kilometres across, with its centre buried deep underground but its rim exposed. It has a series of distinct layers, three of which contain economic concentrations of platinum group metals (PGMs).
The principal PGM-bearing reefs are the Merensky Reef and the Upper Group 2 (UG2) Reef, which occur around the Eastern and Western sides ("limbs") of the BC. A third PGM-rich layer, the Platreef, is found only on the Potgietersrus limb at the north-eastern edge.
The Merensky Reef has been the principal source of PGMs since it was first worked in 1925. However, the other reefs have grown in importance, so that by 1999 the Merensky Reef accounted for just over 50% of all the platinum-bearing ore processed in South Africa.
Exploitation of the UG2 began in the 1970s and has steadily increased - in 1999, it was the source of 42% of ore processed. The Platreef, briefly mined in the 1920s, was not exploited on a large scale until 1993.

Ore extraction

The Merensky and UG2 reefs are narrow - typically less than a metre thick. Traditionally, both reefs were mined using narrow reef methods and many operations continue to use these methods today. Miners use hand-held pneumatic drills to bore holes which are then filled with explosives. After blasting, ore is removed from the stope using scrapers attached to winches. It is then transported through a series of ore passes to the bottom of the shaft and hauled to the surface.

Mechanical and hybrid methods are increasingly being adopted by both new and existing mines. Drilling may be carried out either using conventional hand-held pneumatic drills or via low-profile machines equipped with specialised drilling equipment. Ore is subsequently cleaned from the stopes using low-profile LHD (load-haul-dump) vehicles. The mining width must be greater in order to allow the use of machinery - typically around 1.8 metres - although some mines are experimenting with ultra-low profile equipment which can operate in stopes little more than a metre high.
Open-pit methods are used to mine the Platreef, which is much wider than the other reefs, varying between 5 and 90 metres in thickness. Open casting is also used on a smaller scale to exploit the UG2 and Merensky reefs where they outcrop.
Mill-head grades of BC ore (a measure of the ore's PGM content as it enters the first stage of processing) are typically between 3 and 6 grams per tonne. Allowing for losses which occur during refining and the varying platinum contents of the different Bushveld ores means that between 10 and 25 tonnes of ore must be processed to obtain a single ounce of platinum.


The ore is crushed and milled to reduce the size of the rock particles and to expose the minerals which contain the PGMs. The particles are mixed with water and special reagents and air is pumped through the liquid, creating bubbles to which the PGM-containing particles adhere. These float to the surface and are removed as a soapy froth. The PGM content of this flotation concentrate varies between 100 and 1000 grams per tonne.
After being dried, the concentrate is smelted in an electric furnace at temperatures which can exceed 1 500ºC. During this process, a matte containing the valuable metals is separated from the unwanted minerals, which form a slag and are discarded. The matte is transferred to converters, where air is blown through it in order to remove iron and sulphur. The PGM content of the "converter matte" now exceeds 1400 grams per tonne.


The next step is to separate base metals from the PGM. The final stage is the separation and purification of the six PGMs, plus gold and small amounts of silver. The soluble metals - gold, palladium and platinum, which dissolve in hydrochloric acid and chlorine gas, are generally the first to be extracted, in that order. The insoluble PGMs come out next, with rhodium usually last. The refined PGMs have a purity of over 99.95% and can be produced in a number of forms: ingot, grain or a fine powder, known as "sponge". The time between mining of the ore and production of pure metal typically ranges from around 6 weeks for palladium to up to 20 weeks for rhodium.
Source: Johnson Matthey (
Images: Anglo Platinum (

Platinum History

Whilst platinum had been worked by South American Indians over 1 000 years ago, Europe only came to learn of the new white metal following the conquest of the New World by the Spanish in the 15th and 16th centuries. The Conquistadors discovered large deposits of platinum in South America and so named the metal "platina" - Spanish for "little silver".
This rare metal's extraordinary properties fascinated European scientists and it was discovered to be denser than gold and almost impossible to corrode with gases or chemicals. In 1751 a Swedish assayer by the name of Scheffer recognized platinum as the seventh element known to exist (up until that time) and was the first person to successfully melt platinum.
In the 18th century platinum's tarnishless beauty and strength caught the eye of European jewellers and goldsmiths. The challenge of working with platinum encouraged such jewellers as Marc Janety, Royal Goldsmith to Louis XVI, and Pierre Chabaneu of Spain to master the metal. In 1788 King Carlos III of Spain commissioned Francisco Alonso to craft a platinum chalice, weighing nearly two kilograms, for Pope Pius VI.
Toward the end of the 18th century France created the metric system of weights and measures and platinum was used to create the standard kilogram weight.
At the turn of the 19th century, an English scientist by the name of Wallaston discovered the process for making platinum malleable. Significant platinum deposits were discovered in the Ural Mountains in Russia in 1819 and in 1866 diamonds were discovered in Kimberley, South Africa. All these discoveries boosted the popularity of platinum which became the metal of choice for setting precious gems.
High-temperature jewellers' torches were developed toward the end of the 1800s and this allowed platinum to be melted more easily. Prior to this discovery diamonds were set in silver in order to highlight their brilliance. But as jewellers became more adept in working in platinum, it quickly took over this role since platinum settings were not required to be as heavy as those made from silver.
In the early 1900s, Louis Cartier became the first person to successfully create platinum jewellery and his skill revealed the metal's hidden characteristics for the first time. Cartier became known as the "jeweller of kings and the king of jewellers".
The world's largest platinum deposits were discovered in South Africa in 1924 by German geologist, Hans Merensky.
However, with the onset of World War II, the use of platinum was restricted to the manufacture of armaments and crafting of platinum jewellery was forbidden.
During the latter part of the 20th century, platinum's popularity as the preferred metal for elegant and sophisticated jewellery once again soared and a new generation of platinum jewellery craftsmen was born.

Interesting Facts About Platinum

Platinum Group Metals

The following elements make up the group known as Platinum Group Metals (PGM): ruthenium, rhodium, palladium, osmium, iridium and platinum.

Platinum as a reference for exclusivity

  1. Platinum credit cards
  2. Platinum frequent flyer status
  3. Platinum record sales (1 million copies)
  4. Platinum and Royalty

In 700 BC, the daughter of the King of Thebes was buried in a magnificent sarcophagus decorated with gold and platinum hieroglyphics. Due to its rarity, platinum was declared the only metal fit for a king by King Louis XV of France in the 18th century. In the 19th century King Carlos IV of Spain commissioned a "Platinum Room" which featured platinum encrusted hardwood adornments. Queen Elizabeth, the late Queen Mother, was crowned at her coronation as Consort of King George VI with a platinum crown in 1937.

Jewellery Design

Each piece of Djadji Platinum™ jewellery carries the distinction of sublime styling and superb craftsmanship.
Your choice will reflect your distinctive personality, ensuring that your elegance and refinement is forever cast in platinum.
Contact your nearest retailer and ask them about your favourite design.

Retailer Listing

  1. - Jewel Africa – Cape Town
  2. - Lorraine Efune – Waterfront, Cape Town
  3. - Lorraine Efune – Sandton, Johannesburg


How can I tell a platinum ring from a white gold ring?

Platinum is a naturally white metal that will never lose its brilliant lustre. All gold is naturally yellow. White gold is actually yellow gold that has been alloyed to make it look white (sometimes referred to as 'bleaching'). Over time, most white gold will begin to yellow and it will need to be regularly re-plated to maintain its whiteness.
As well as looking different, platinum also feels different. It's denser than gold so the same ring would be around 40% heavier in platinum compared with 18K gold. Platinum's reassuring weight cannot be matched by any other precious metal.

How do I know that a piece of jewellery is really platinum?

All platinum jewellery is marked Platinum, Pt or Plat.
Its pure platinum content can also be shown:
  1. - 850 jewellery is 85% pure platinum
  2. - 900 jewellery is 90% pure platinum
  3. - 950 jewellery is 95% pure platinum
  4. - 999 jewellery is 99.9% pure platinum

Each superbly styled item of Djadji Platinum™ jewellery carries the "PT 950" hallmark, indicating that it is 95% pure.

Why is a platinum ring more expensive than gold?

The rarity of platinum means that its price is invariably higher than that of gold.
Platinum jewellery is generally 95% pure platinum compared with 18 carat gold jewellery which is 75% pure gold.
Platinum is denser than gold, so a piece of platinum jewellery weighs over a third more than the same piece made of 18 carat gold.
The process of making a piece of platinum jewellery requires a higher level of craftsmanship.

Will platinum jewellery scratch?

All precious metals can scratch, and platinum is no exception. However, the scratch on platinum is merely a displacement of the metal and none of its volume is lost.

Is platinum a new metal for jewellery?

Platinum was used for decoration by both the ancient Egyptian and Inca civilizations and in modern times was the first material capable of securely holding diamonds in a delicate framework. This led to the creation of the beautiful Art Deco pieces of the 1920s. Today the understated elegance of platinum continues to enchant new generations of consumers.

How do I care for my platinum jewellery?

Store pieces separately in a jewellery box or chamois bag so they don't get scratched by other items of jewellery. Remove your platinum jewellery when doing manual work.
Don't handle bleach or harsh chemicals when wearing platinum jewellery. Although they won't hurt the platinum, chemicals may discolour some of the softer gemstones. Clean platinum periodically by using a pre-packaged jewellery cleaner or by soaking it in a mild solution if soap and warm water then gently rubbing it with a soft cloth. Have your platinum jewellery professionally cleaned once in a while.
If your jewellery requires adjustments, resizing, polishing and cleaning ensure that your jeweller has a platinum trained bench worker. Can I wear platinum if I have sensitive skin?
Each superbly styled item of Djadji Platinum™ jewellery carries the "PT 950" hallmark, indicating that it is 95% pure. To make up the other 5%, platinum is commonly alloyed with iridium or ruthenium – both of which are platinum group metals. Platinum is therefore hypoallergenic and ideal for sensitive skin.
Anglo Platinum
Johnson Matthey
Northam Platinum Limited
Platinum Guild International
Seda Platinum Incubator

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