Odyssey’s & Stories | The Story of Lucky Metal By Dovi Friedmann

The rhino is synonymous with Lucky Metal. It’s a humble beast: silvery in colour, tremendously dense, very powerful yet graceful. So too with platinum. I find it fascinating that 80% of the world’s rhinos are in South Africa and 80% of the world’s platinum is also found there. Choosing the rhino as our motif made perfect sense. Furthermore, rhinos are endangered. Adult rhinos are poached and slaughtered for their horns, leaving young calves alone and at risk. We were determined from the outset to partner with conservation and humanitarian charities and to donate 10% of our profits to those causes. When I came across The Rhino Orphanage, I was blown away by its story. It is the world’s first non-profit organisation dedicated to the care and rehabilitation of rhino calves orphaned by poaching.

Sustainability is crucial to Lucky Metal’s raison d’être. With everything produced in South Africa, our carbon footprint is kept to an absolute minimum. Our business model is entirely transparent, and we are proud of our endeavours to support humanitarian and conservation projects. As the world continues to cry out for more transparency, it’s true to say that luxury consumers are too becoming more conscious of ethical production and will opt for brands that are passionate about their corporate responsibility. Lucky Metal ticks this box: we’re true, honest luxury.

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