The Precious Minerals Marketing Company (PMMC) has announced a significant investment in machinery, including a state-of-the-art 3D printer, to produce high-quality and intricate jewellery designs in-house.
According to PMMC Managing Director, Nana Akwasi Awuah, the company now has the necessary software and equipment to create sophisticated jewellery designs, marking a major step forward in their production capabilities.
This technological leap forms part of PMMC’s strategy to encourage value addition within the country and ensure that the nation’s gold is not exported without undergoing transformation into exquisite jewellery pieces.
“What we want to do is to promote our jewellery, which is why this year we’ve invested in machinery which is able to produce sophisticated jewellery; so now we have a 3D printer. We have the software and everything so the designs are done right here at PMMC.
We have also improved on our finished products as well. The whole idea is to be able to encourage value addition and drive it well so that we will be able to turn around the narrative where gold always leaves the country without any value being added,” he said during PMMC’s two-day lobby sales in Accra.
The purpose of the lobby sales aims to make high-quality jewellery more accessible to Ghanaians and customers. Additionally, the plan to offer discounted prices on jewellery is a way to give back to customers, especially during the festive season when gift-giving is common, Mr. Awuah noted.
The Managing Director highlighted the importance of innovation, emphasising the shift toward promoting jewellery as a store of value. He indicated that the move aligns with PMMC’s vision to instil a cultural appreciation for jewellery among Ghanaians.
As part of this effort, PMMC has initiated a festive season jewellery sales campaign, offering a wide range of products at discounted prices, expected to commence in the coming days into the new year.
“What we hope to achieve with these lobby sales is to also get people to understand the culture of owning jewellery as part of a grand agenda strategy. We want to embark on social reengineering, where Ghanaians will come to accept and take on jewellery as a store of value. So, on display, you have all kinds of jewellery at all prices ranging from as low as GH₵500 and upward,” he added.
The Managing Director expressed enthusiasm about the potential impact on the local market, envisioning a scenario where Ghanaians no longer need to travel abroad to purchase the jewelleries they desire.
He urged citizens to view jewellery as a long-term investment, emphasising the remarkable returns on investment, particularly as gold prices continue to rise.
He also mentioned that the company is currently in discussions with the Ghana Export Promotion Authority (GEPA) to take advantage of the opportunities presented by the African Continental Free Trade Area (AfCFTA) in order to broaden their market reach and enhance the value of their jewellery on a global scale.
