Trade and Industry South Africa (TISA) says it is expecting jewellery sales in South Africa to double in the next five years following the launch of a series of campaigns designed to boost awareness of the industry.

The newly launched International Jewellery London (IJL) pavilion will be used as a platform to promote jewellery exports, with the Jewellery Joint Action Group (JJAG) working in conjunction with the country's top platinum producers to deliver an increase in sales.

Representatives of the major pgm firms and the South African government will for the first time attend this year's IJL fair at Earl's Court, in London, from August 31 to September 3.

The IJL is one of the leading international jewellery trade shows and attracts more than 400 exhibitors and about 7 000 buyers worldwide.

JJAG's Adrian du Plessis says that the IJL is part of the commitment by all interested parties to stimulate the beneficiation of South African precious metals and minerals.

The exhibitors at the show now hope they can adjust the deficit that exists in the jewellery industry - South Africa provides about 25 per cent of all the raw materials for jewellery production worldwide, while only exporting less than one per cent to the world jewellery market.

South African exhibitors at the fair will include jewellery from Anglo Platinum's (Angloplats) PlatAfrica Platinum Competition collection.