Behind the model: We discuss to Fortunate Metallic founder Dovi Friedmann about first-class platinum jewellery
Anything that glitters is not gold, they say, but that is certainly not true when it comes to platinum. Platinum is the rarest and heaviest of all precious metals. It is known for its exclusivity and its ultimate luxury. Lucky Metal is one of the brands leading the new popularity of platinum among the world’s top jewelers.
Sourcing raw materials from South Africa and making jewelry against the live rate of the metal, Lucky Metal Craft Statement, gold bars in gold bar form that are fantastically individual and beautifully unique. Every unique platinum label is a piece of perfection. The brand’s rhino motif is lasered onto each label as a sign of authenticity and conservation – Lucky Metal works closely with The Rhino Orphanage and values sustainable practice – to create stylish items that represent the ultimate in luxury.
We spoke to Lucky Metal Founder and CEO Dovi Friedmann to learn more about the effortlessly slim, endlessly wearable platinum tags we all want to own.
Sourcing raw materials from South Africa and making jewelry against the live rate of the metal, Lucky Metal Craft Statement, gold bars in gold bar form that are fantastically individual and beautifully unique
Why do you think the Lucky Metal brand is so exceptional?
Nothing like it has ever been done! Lucky Metal is avant-garde, edgy luxury. Embossed, wearable jewels that are sold with a transparent edge against the living, fluctuating rate of the metal.
Each day is clearly marked and numbered. What else makes the imprint of a Lucky Metal Tag so special?
The minting process – synonymous with coins and gold bars – guarantees that each of our products has the same weight and is of the highest purity. Most of the precious metals used in jewelry are cast, which leads to differences in weight and quality. It is our imprinting process that sets us apart.
In addition, every Lucky Metal product bears a lot of symbolism. Each tag has 78 points, which represent the atomic number of platinum, and all of them carry the coin mark (which makes it internationally redeemable) as well as the image of the atomic structure of platinum. The unique serial number and the year of embossing are lasered on each label, and the rhinoceros is holographically laser-marked, which increases the uniqueness and reduces the risk of counterfeiting.
The brand’s rhino motif is lasered onto each label as a sign of authenticity and conservation – Lucky Metal works closely with The Rhino Orphanage and values sustainable practice – to create stylish items that represent the ultimate in luxury
The Lucky Metal Tag is made in South Africa. Can you give us an insight into the production process?
For sure! The platinum is mined in South Africa and delivered to our partners, Metal Concentrators (MetCon), where it is refined, embossed, laser-marked, polished, packaged and sent directly to the customer.
How rare is platinum?
Platinum is the rarest precious metal. There are many statistics about platinum and its rarity. One I like to repeat is: all the gold ever produced would fill three Olympic swimming pools, while all the platinum ever produced would only cover your ankles in one.
The Lucky Metal jewel takes a unique path through the world of high-end jewelry.
Why do you think platinum is so special? What is the difference between gold and silver?
Platinum is not only incredibly rare, but also so ductile that it can be made into a foil with a thickness of up to 100 atoms. It’s also one of the heaviest metals – a 6-inch cube of platinum weighs as much as the average person! Its weighty solidity and its lasting shine give the ultimate feeling of luxury.
Lucky Metal offers a range of cables. Do you have a preferred color?
I generally wear our standard chain that comes with every purchase. We currently offer vegan leather cords in four colors that almost everyone buys with their purchase. I’m also excited to develop sustainable cords made from banana fiber and cactus leather – we look forward to bringing them out later this year.
Made entirely of fine platinum, the jewel is groundbreaking and unique
Why is the rhino emblem so important to Lucky Metal?
The rhinoceros is synonymous with lucky metal. It is a humble animal: silvery, enormously dense, very powerful and graceful. So also with platinum. I find it fascinating that 80% of the world’s rhinos live in South Africa and 80% of the world’s platinum is also found there. The choice of the rhino as a motif made perfect sense.
What makes your partnership with The Rhino Orphanage so special?
Rhinos are endangered. Adult rhinos are poached and slaughtered for their horns, leaving young calves alone and at risk. We were determined from the start to partner with conservation and humanitarian charities and donate 10% of our profits to these causes. When I came across The Rhino Orphanage, I was blown away by its story. It is the world’s first non-profit organization dedicated to the care and rehabilitation of rhinoceros calves orphaned by poaching.
Sustainability is at the heart of the Lucky Metal brand. Do you think luxury consumers became more aware of ethical manufacturing in 2020?
Sustainability is crucial for Lucky Metal to exist. With everything made in South Africa, our carbon footprint is reduced to an absolute minimum. Our business model is completely transparent and we pride ourselves on our efforts to support humanitarian and conservation projects. As the world continues to demand more transparency, it is correct to say that luxury consumers are becoming more conscious of ethical manufacturing and choosing brands that are passionate about their corporate responsibility. Lucky Metal is just the thing: we are true, honest luxury.
The 1 ounce minted, fine platinum 999.5 Lucky Metal Tag is an exclusive investment in the rarest precious metal
What are you looking forward to in 2021?
Lucky Metal is excited to bring out three new products with different weights as well as some new cord designs. In addition, I am designing other jewelry products to complement the tags for release in various markets from 2022 onwards. Exciting times!
Where can readers buy their own Lucky Metal Tag?
Everything is available online at luckymetal.com and you can follow us on Instagram, Facebook and LinkedIn.