Editors

Q&A: 8 Questions With Anglo American’s Benny Oeyen

EditorsMay 06, 2024

Q&A: 8 Questions With Anglo American’s Benny Oeyen

The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.

Anglo American executive Benny Oeyen
Benny Oeyen is Anglo American’s executive head of market development for PGMs (platinum group metals), which include platinum and palladium.
Earlier this year, I had the chance to sit down with Benny Oeyen, Anglo American’s executive head of market development, PGMs (platinum group metals, which include platinum and palladium), to chat about the future of platinum as it pertains to jewelry and fuel cell electric vehicles.

We discussed the importance of people buying platinum jewelry as a little treat for themselves, how much consumers really care about sustainability, and the price of platinum, which sat at $964 an ounce as of press time.

The interview has been edited for length and clarity.

Please also note, this interview was conducted prior to the news that BHP Group Inc. had made an unsolicited, and ultimately rejected, bid for Anglo American that would have involved Anglo spinning off its platinum business, as well as its iron ore operations in South Africa.

Michelle Graff: Anglo now has this partnership with Stuller for supplying responsibly mined platinum grain to its retailers. For me, this seems like a tipping point, of sorts, for sustainability.

Sometimes when we’re talking sustainability, we know customers in New York or San Francisco might feel that way but it’s not always representative of the rest of the country. When I saw that Stuller is doing this, I thought there must be a real call for it. Can you speak to that?

Benny Oeyen: Yeah, we think there was a real call for it. The platinum group metals, and specifically platinum, they’re kind of magic metals. They’re very young.

MG: What do you mean by young?

BO: They were discovered in mid-18th century, in 1750. In the world of metals, that’s … very young, very pure. It means we haven’t yet discovered many of the things you can do with them. And we’re discovering now more and more that they’re a key part of the “green” transition. So that’s a sustainability angle. We can talk about that later.

Secondly, also we think we have a sustainability [angle] to talk about how we mine our metals. We hold ourselves to the highest standards and we feel that this story is not told in the market. The bulk of the customers don’t [know about it]. 

We were like OK, we look at different markets, markets have different structures. The U.S. market, to our big surprise, is actually a very fragmented market. In order to then communicate, etc., you need to have an entrance door to this mass market and not communicate with all of them separately. So, we started engaging with [Stuller]. And you know, a corporate relationship is a bit like a personal relationship. You start dating a little bit and figure it out, and we figured out that we like each other. We work very well together.

To answer your question more specifically on sustainability, I think it’s an underestimated story of what platinum and the platinum group metals can do for the world. 

“The mentality of the ‘80s, like, just give me something that’s really nice and I don’t care how it’s made, etc. … that’s a bit gone.” — Benny Oeyen, Anglo American 

MG: Even though, as you mentioned, this market is fragmented, is sustainability something a lot of consumers are after today, whether they’re in Texas, Florida, Minnesota, California, or Pennsylvania?

BO: They are and especially in America because the American consumer is very educated, especially the younger ones, right? The mentality of the ‘80s, like, just give me something that’s really nice and I don’t care how it’s made, etc., … that’s a bit gone.

[Now, consumers] want to know a little bit about, where’s the product coming from, are we not destroying the Earth, etc. We feel there is a big field open there and I think we have a good story to tell in two vectors.

One is that platinum can help in the whole sustainability businesses in order to build a future energy system, that’s one, and secondly, the way we mine.

So, at Anglo American, we hold ourselves accountable to the highest mining standard, it’s called IRMA. This is the most severe one. It’s one that many miners don’t like because it’s an NGO one and many would like to make their own but we put that as our standard that we want to be measured against.

We now have several mines that are already IRMA certified, and we want [to get the whole group certified]. 

“The American market definitely still has a lot of potential for jewelry. There was this myth that young people don’t care about jewelry anymore. That is not showing in the numbers.” — Benny Oeyen, Anglo American 

MG: I want to talk a little bit too about Anglo American’s relationship with Platinum Guild International USA. Anglo American is now the sole sponsor of PGI USA. What makes Anglo so confident in the future of jewelry here? And when you look at jewelry, do you see growth in bridal or what we would call fashion, meaning non-bridal, jewelry?

BO: I think that the American market definitely still has a lot of potential for jewelry. There was this myth, which I now call an urban myth, 10 to 15 years ago, that young people don’t care about jewelry anymore. They want to take a cruise or a trip around the world or a romantic weekend in Paris rather than jewelry. That is not showing in the numbers.

MG: No. Jewelry absolutely exploded during the pandemic.

BO: Yep, there you go. We see a lot of potential there.

Secondly, we see a lot of potential for platinum because jewelry used to be very traditionally yellow and now there’s a lot of people who like the other colors. And we say if you want something that looks like platinum, it’s better to buy the real thing. We think if we tell our story with platinum, we have a lot of potential there.

And then to answer your question whether it’s bridal or whether it’s fashion, you know, you cannot convince people to get married with advertising campaigns. But you can convince people to self-purchase.

You don’t have to wait for a big occasion like a marriage; you can also be super-happy and buy something for yourself because you feel good about it. And there we think there’s a very big untapped potential still.

So, very concretely, we think bridal is like the foundation. It will always be there. And then on top of bridal, we can build the house of fashion, “Platinum Born” for example, but many other things we can do.

That is really how we see it.

Platinum Born earrings and necklace
The “Andromeda” earrings ($1,100), left, and matching “Andromeda” necklace ($6,900) from Platinum Born, the collection of everyday platinum jewelry launched in 2017


MG: I want to talk a little bit about price. Metal prices are always of interest to our readers. The price of platinum has been below the price of gold for some time now. Where do you see the platinum price going in the future?

BO: Listen, traditionally platinum has been higher than gold because it’s a diversified metal. It has the same usage as gold, for example store of value and jewelry, but then it has a lot of other [uses].

The main application [of platinum has historically been] in catalytic converters in internal combustion engine cars and then we had the whole story when the EVs (electric vehicles) started popping up … and [many believed] EVs are going to take over the market. And that [expected decline in future platinum demand] is now priced in the platinum price already.

I have worked over 20 years in the car business and in comparison, only six years in the mining business so I can speak with a little bit of authority on cars—believe me, EVs are not going to take over the market.

They’re going to take a big chunk, but they’re not going to be 100 percent of the market.

MG: Why?

BO: Because they’re just not practical for many people. There are some physical limitations [such as limited range and the time and infrastructure required to recharge them].

We think fuel cell electric vehicles [are the future] because a fuel cell electric vehicle is an electric car that drives like an electric car but the consumer behavior’s can be like a traditional gas/internal combustion engine car.

[In a fuel cell electric car], electricity is made on the spot on board by mixing hydrogen with outside air in a device called the fuel cell.

MG: So where does the platinum fit into this?

BO: In two parts; the first is to split water, it’s called electrolysis. So, H2O is water, and you want to split the “O” off. The device that does that is called an electrolyser, and one of the main types of electrolyser technology contains platinum. Platinum makes the chemical reaction when you put electricity in it so that oxygen is split off. That’s one part of the hydrogen story where platinum is present. 

And so now you have pure hydrogen, and you want electricity again. This is where a fuel cell comes in. So, we mix [the hydrogen] again with oxygen in an environment like a fuel cell where there is platinum to help the chemical reaction to release electricity. It’s essentially the same process as the electrolyser but in reverse. So, there you put electricity in and you have hydrogen; now, you take hydrogen, mix it with oxygen, you take electricity out.  

In a fuel cell, there is a lot of platinum. Without platinum as a catalyst, it simply doesn’t work.

 Related stories will be right here … 

MG: How many fuel cell vehicles are there on the road today?

BO: Not very many. Toyota has a Mirai, Hyundai has Nexo, and then are already four [hydrogen fuel cell vehicle] manufacturers in China. And BMW is now starting to look at it with the X5. 

The Achilles Heel is that you need a hydrogen refueling station. We’re facing there a chicken-and-egg situation. If you talk to the OEMs, the car manufacturers, [and ask], why don’t you make more fuel cell cars? They say because there are no stations. If you talk to Marathon or Texaco or Shell [and ask], why don’t you make more stations, it’s because there are no cars. 

It’s a classic chicken-and-egg. That will be broken by semis [that are used to transport goods long distances].

I’m from Belgium, so I have to give you a beer example. [If you drive] from Budweiser in St. Louis to Denver or something like that with a big truck, if you do that with batteries, you will have mainly batteries in the truck and a few pints of beer. And that’s where fuel cells are coming in.

There’s a lot of talks with the big trucking companies, Freightliner, Mack, Daimler. Then there’s Nikola, which is a truck manufacturer, a new startup that will make fuel cell trucks.

With these trucks along the big highways will come the hydrogen stations. It’s like diesel to the United States. United States doesn’t have passenger car diesel but there’s some big pickup trucks that drive with diesel. When I lived in Michigan, in my neighborhood gas station there was no diesel but, on the highways, I-75, I-94, [there was diesel]. It will be the same with hydrogen.

And that will create a lot of demand [for platinum]. 

The Latest

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy