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MineShift 2024: Earth to Art

Africa, a land of abundant natural beauty and resources, has long been the treasure trove of the world’s most coveted minerals. Extracting these minerals through mining enables a wealth of opportunity for the continent, its economy and its people.

Beyond mining, Africa is equally abundant in manufacturing expertise and artisanal excellence – transforming these precious minerals into world-class jewellery, investment products, art and more. Embracing this potential offers Africa the chance to elevate the value of its minerals through beneficiation.

On the evening of the 4th of February 2024, the inaugural MineShift event offered esteemed guests the opportunity to witness this potential through an immersive experience at one of Cape Town’s most exclusive locations – The ZEITZ MOCAA Museum of Contemporary Art.

The event was hosted by MetCon, a leading refinery and beneficiator of precious metals and Gina White, a bespoke jewellery brand. Key partners to the event included Absa, Amplify Africa, Anglo American, Brinks, the De Beers Group, StoneX and the South African Diamond and Precious Metals Regulator, MineShift was created with the purpose of celebrating the artistry and innovation of African jewellers, artists, and manufacturers, offering a platform that underscores the craftsmanship and talent of the industry, promoting the expansion and advancement of beneficiation in Africa. The exclusive one-night-only event blended enjoyment, art, influential networking and a deep commitment to meaningful progress.



The evening featured interactive live jewellery making demonstrations featuring gold and diamonds from our home continent. Guests could learn about the complete jewellery crafting process from design to finishing and some could even try their hand at finishing a piece.


True to the museum, guests could engage with a dazzling display of art in the form of jewellery, sculptures, and wealth products – all demonstrating the potential of Africa’s gold, platinum, silver, diamonds, and gems. This included pieces from BEN & Co, Bullion Mint & Refinery, De Beers Shining Light Awards, Free State, Gina White, Jack Friedman’s Treasures of Africa, Janine Binneman, MetCon, Nebü, Nic Bladen, Nkulu, Patrick Mavros, The Platinum Incubator, PlatAfrica, Platandia, Prins & Prins, StoneX, Uwe Koetter and Vijay Shah Concepts.


Every detail from the dining menu to the artisan refreshments and special AI animated integrations offered a unique, immersive experience, inspired by the theme EARTH TO ART.


The evening also marked a special moment in history. The South African Diamond and Precious Metals Regulator launched the South Africa Platinum Centenary Commemoration – celebrating 100 years since the famous geologist, Dr Hans Merensky discovered the Platinum Group Metals deposits in the Bushveld Igneous Complex in 1924.


MineShift brought together business, SMME’s, government, artists and industry influencers – all sharing in the vision to elevate Africa’s resources.

Grant Crosse, MetCon Managing Director emphasised the importance of a downstream economy and elevating our resources before it leaves our continent. “We need to believe in local value-added products so that we can bring these jobs home to Africa and support economic growth.” said Crosse. He further stated that the work on display that evening was proof that Africa can do more with its minerals. “Every product on display here is not just made in Africa; it is the embodiment of African excellence; and they are extraordinary, world-class and deserve to be celebrated alongside our miners” says Crosse.

Gina White, founder of the Gina White Collection, shared insight into the impact of jewellery on the industry and the lives of the very jewellers that create it. “In a world where mass production and uniformity often overshadow the unique and the handcrafted, these demonstrations serve as a powerful reminder of the artistry and dedication that underpin every intricate detail. As we watch the artisans at work, shaping precious metals and setting glistening stones, we are invited to appreciate not only the final creations but also the labour of love and expertise that brings them into being” said White.

Honourable Minister Gwede Mantashe also took to the stage, encouraging enterprises to invest in the many possibilities of local value-adding of the continent’s minerals. He also shared the unique untapped opportunity within the platinum jewellery sector, alongside gold and diamonds, to aid in the increase this value addition. “We must mine, we must produce, we must value-add here and not wait to go somewhere else to succeed,” said Minister Mantashe.

MineShift aimed to be much more than a gathering, it was a key starting point in shifting mindsets for the future of Africa’s minerals, allowing all Africans to share in the riches of our land.

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