Plans underway to promote jewellery industry on international market – PMMC MD

By Emmanuel AKOMEA

Managing Director-Precious Minerals Marketing Company (PMMC, Nana Akwasi Awuah has revealed plans to promote the thriving jewellery industry on the international market.

According to him, government’s focus on value addition and the country’s strategic location as home of the Africa Continental Free Trade Area (AfCFTA) Secretariat present many opportunities for Ghanaian jewellers to take advantage of the market and expand their reach across Africa and beyond.

Speaking at the Spintex branch’s new location, he mentioned that constant meetings have been held with members of the Jewellers Association to ensure their full participation.

“I think we have come a long way. As you know, Ghana currently is number-one in Africa in terms of gold production and number-six in the world. Since 2017, this government has made it a point to promote value addition and there has been a lot of work done toward that. As we speak, we are taking steps to promote our jewellery on the international market.

“We have had some meetings with the jewellers associations and, very soon, those plans will come to fruition in terms of assisting them take advantage of the African Continental Free Trade Area – whose Secretariat sits rights here in Accra. So, that is what we are doing to promote jewellery and general value addition for our precious minerals in Ghana,” he said.

To ensure the quality and authenticity of Ghanaian jewellery, PMMC Jewellery has also developed internal responsible sourcing guidelines. The company is now working on introducing a hallmarking system that will certify jewellery made by other local jewellers, allowing them to meet international standards and penetrate global markets.

The Managing Director emphasised the recently commissioned gold refinery’s significance in Ghana, asserting that it cannot be overstated. He said the facility enables production of various types of gold – including rose gold, white gold and 24-carat fine gold, which are essential for the jewellery industry.

To further enhance the competitiveness of Ghanaian jewellery, PMMC Jewellery has invested in cutting-edge technology. The company now employs 3D design and improved finishing techniques, ensuring that its handcrafted pieces meet global standards.

The Managing Director was speaking on the Spintex branch’s relocation to the Spintex Marina Mall, and said: “We recognised the need to relocate based on customer feedback and our internal assessment. As our company grows, aligning our brand with a more strategic location has become essential. In our search for a new site, we identified a promising space and successfully negotiated its acquisition”.

He further said the new location on Spintex Road is advantageous for several reasons:                       It is well-known and attracts significant foot-traffic, making it ideal for reaching a diverse customer base. It is anticipated to serve clients from Spintex, Tema, Lashibi, Nungua, Teshie and surrounding areas, allowing them to easily access PMMC Jewellery without needing to travel long distances to the main office.

He called on people who travel to Dubai and other locations for jewellery to visit their shops and find the same quality in Ghana that they look for elsewhere.

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