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Designer John Louw?s 18 carat neckpiece of
24 dragonfly wings was the overall winner in the Riches of Africa
Design Competition 2003.
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Designer Pitti Paludo has captured the
essence of an authentic Brazilian product and elevated it into fine
gold jewellery. This pair of 18 carat gold sandals was a winner at
the Brazilian Design Forum 2002.
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| Lee Tau designed a Traditional Gold Bead
Collection, inspired by the beadwork of the Ndebele culture. These
pieces for part of the 2003 ADJO collection. |
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Case studies
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| 6.1 Meeting the equity component of the Charter |
AngloGold believes that its business is
gold, and that its role does not end when the gold has been
mined and refined. The group recognises the need to participate
in developing and stimulating the market for gold and is
committed to fostering the development of a vibrant gold
jewellery industry capable of sustaining strong physical demand
for the metal. (Almost 80% of demand for gold comes from the
jewellery industry). AngloGold spent US$19 million per annum on
gold marketing initiatives ? on its own and through the World
Gold Council.
The group?s marketing initiatives include: |
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Promoting excellent gold jewellery
design. This is an important element in ensuring the
continued appeal of the metal. Among the initiatives
undertaken are the sponsorship of several gold jewellery
design competitions around the world, including the
Riches of Africa in the South Africa and the Brazilian
Design Forum. |
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Innovation in the beneficiation of
gold. Central to this has been the group?s 26.6% stake
in OroAfrica, the largest manufacturer of gold jewellery
in South Africa. Other beneficiation initiatives focus
on assisting previously disadvantaged jewellery
manufacturers to enter into the mainstream through
sponsoring training, design facilities, marketing and
logistical support (See
section on ADJO below). A partnership with Rand Refinery
and the Spatial Development Initiative Programme of the
Department of Trade and Industry to establish the Gold
Zone at Rand Refinery will see AngloGold contributing a
training centre for disadvantaged South Africans who
aspire to become jewellers and a jewellery hive to
enable newly skilled and talented goldsmiths to set up
their own gold ventures. |
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Preserving Africa?s gold heritage.
Since the launch of the Gold of Africa Museum in Cape
Town in 2002, this has become a popular landmark for
tourists and locals alike. The museum presents a
collection of historical gold objects from West Africa
and shows the creative goldsmithing skills through the
ages. The heart of the museum is the permanent
exhibition of one of the largest and most important
collections dedicated to the art and craft of the
African goldsmith ? the famous Barbier-Mueller
Collection comprising over 350 gold artifacts and
jewellery from the 19th and 20th century from Mali,
Senegal, Ghana and the C?te d?Ivoire. The museum also
houses a Working Studio, where training courses are
offered in the techniques and artistic heritage of the
African goldsmith. |
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Promotion of gold through the
AngloGold jewellery collection. As a result of many of
its initiatives AngloGold owns one of the world?s
largest all-gold, high-caratage jewellery collections
that are representative of innovative design and
manufacturing techniques from around the world. This
collection is used extensively at both fixed exhibitions
and prestigious events to showcase gold jewellery.
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| Riches of Africa Gold Jewellery Design Competition |
Since its
inception in 1999, AngloGold?s South African
jewellery design competition ? Riches of Africa ?
has become a highlight on the local jewellery
calendar. The competition, which attracted 204
entries in 1999, attracted some 1,100 entries in
2003. The competition is open to both professionals
and non-jewellers, and now includes the use of white
and rose gold as well. International judges have
been added to the local line-up and finished pieces
are judged according to a range of criteria,
including originality, feasibility and
functionality, aesthetic impact, quality of
manufacture and visual impact. Workshops are held
for all entrants on design and goldsmithing
techniques.
AngloGold sponsors all the gold for the competition
and awards prizes to the overall winners. More than
that though the winners and their pieces are
actively promoted by taking each collection on an
exhibition tour, both nationally and
internationally.
A new approach introduced in 2003 was the Riches of
Africa Pr?t-?-Porter range, which represents
jewellery for everyday wear. See the AngloGold
website for further information on the Riches of
Africa competition. |
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Brazilian Designer Forum
AngloGold sponsors a jewellery design competition in Brazil
every second year called the ?Designer Forum?. The competition
has a strong commercial focus on making innovatively designed
jewellery more accessible to consumers. The 2002 winning
collection travelled around Brazil and 10 selected pieces were
shown at an exhibition in Rome.
Sponsoring young disadvantaged designers
As part of AngloGold?s programme to assist aspirant jewellers
from previously disadvantaged communities, AngloGold sponsored
seven young designers to produce a collection of gold jewellery
reflecting the spirit of Africa and exhibited their jewellery in
London in August 2003. The African Designer?s and Jeweller?s
Organisation (ADJO) identified the young designers.
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| Supporting the World Gold Council |
AngloGold
contributed US$10.5 million to the World Gold
Council (WGC) in 2003 in support of its initiatives
and to facilitate and support its own international
gold marketing projects.
Founded in 1987, the WGC is funded by some of the
world?s leading gold producers and aims to situate
and maximise the demand for and holding of gold by
consumers, investors, industry and the official
sector. As well as undertaking marketing initiatives
to drive demand, the WGC is also instrumental in
working to lower regulatory barriers to the
ownership of gold products, helping to improve
distribution systems and promote the role the role
of gold as a reserve asset in the official sector.
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| Useful gold websites: |
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www.anglogold.com
www.gold.org (World Gold Council)
www.goldofafrica.com (Gold of Africa Museum)
www.oroafrica.co.za (OroAfrica)
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Ama Abrafi with exhibits from the Gold of Africa Museum
collection. |
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