Manufacturers of platinum jewellery in China have spoken to Jewellery Net Asia of their optimism regarding the future of their industry.

The publicity campaigns mounted by Platinum Guild International have received especial favour, for giving the material its own distinct image in the public eye.

Du Jian Guo, the deputy general manager of one of PGI's partners, Shenzhen King Li Jewellery Co Ltd, said 'PGI has expended huge efforts in organising various marketing activities, making platinum jewellery a well-known item in every household within a short period of time and eventually boosting market demand.

'This year we will increase our production output while at the same time maintaining stable product quality. We will develop new items catering to market tastes. We plan to venture into the retail market by developing a franchising network and opening our own retail stores.'

Fairs on mainland China to market platinum have been successful, while King Li has been able to export its designs to the Hawaii, Singapore and Japan.

Domestic producers, who have welcomed the announcement of greater liberalisation of platinum importation, are happy, too, that foreign players are entering the market.

Jin Yang, general manager of the Yong Chong Mei Jewellery Co Ltd, said 'we do not feel any big challenge from overseas competitors. Instead we are considering introducing some foreign platinum brands famous for their fine craftsmanship into our shops.'