Platinum Guild Exits Major Markets, Shifts Focus to Asia
The Platinum Guild International (PGI) announced plans to close offices in the United States, Japan, South Korea, and Hong Kong by December, shifting its operational focus to expanding activities in China and India, with plans to establish a presence there starting in 2027. The sudden restructuring has raised questions after trade media reported the changes, yet the organization’s own website and LinkedIn page remain silent on the matter. PGI, founded in 1975 and funded by South African platinum producers, has not updated its news section since April, which featured a story about platinum jewelry worn at a U.S. television awards show.
Missing Official Announcement
The absence of an official announcement on PGI’s website contrasts with notifications sent to trade media outlets. Despite the closures affecting key luxury markets, the organization’s digital platforms show no mention of the restructuring. The LinkedIn account, which has nearly 2,000 followers, continues to link to older updates but omits the significant shift in operational strategy.
Australian Market Exit
The office closures follow PGI’s recent withdrawal from the Australian market, where it abruptly ended its partnership with the Jewellery Industry Network (JIN) and pulled out of the Jewellery Industry Fair. Just two months after promoting its “Certified Jewellery Professional” program in Australia, PGI announced it would no longer pursue commercial activities there. Director Zhenzhen Liu cited an investigation into the $14 million collapse of companies linked to JIN’s founders, Laura Moore and Angham Andy Phanthapangna. One of the liquidated entities was a children’s charity, prompting PGI to distance itself from the partnership.
Contradictory Messaging on Platinum Demand
Despite the office closures, PGI has highlighted positive trends in platinum jewelry sales. A 2026 report by CEO Tim Schlick noted increased sales in 2025. The report, which covers global markets, emphasized resilience in key regions. However, the accompanying article on PGI’s website appears misdated as June 2, 2025, despite summarizing full-year data. The organization also reported that platinum outperformed gold in the U.S. luxury market, with demand rising 6% in 2025 compared to gold’s 10% decline.
Regional Leadership Statement
Regional president Jenny Luker stated in a distributed statement that PGI remains committed to supporting the global industry through education platforms, technical expertise, and market intelligence. “PGI will continue to support the global industry through its education platforms, technical expertise, market intelligence, standards leadership, and industry partnerships, while retaining the flexibility to collaborate on high-impact opportunities wherever they emerge,” she said. The statement did not elaborate on the reasons for exiting specific markets.
Strategic Shift to Asia
PGI’s decision to retain operations in China and India reflects a strategic pivot toward Asian markets. The organization’s focus on these regions aligns with broader industry trends, as Asian consumers increasingly favor platinum for wedding and investment jewelry.
The restructuring has sparked debate within the industry, particularly given PGI’s previous promotion of platinum in the U.S. market since 1992.
