An abridged version of this article first appeared in the JNA July/August 2023 issue.  

Armed with a pioneering spirit, Prida Tiasuwan, founding chairman of Pranda Jewelry PCL, was instrumental in modernising Thailand’s jewellery and gemstone trade.

His progressive mindset paved the way for various milestones not only in his company but in the entire industry. In fact, Pranda Group, which celebrates its 50^th anniversary this year, is a renowned frontrunner in ethical business methods, brand building and technological advancements.

According to Tiasuwan, Pranda’s operations are guided by a three-pronged approach that highlights people, responsible sourcing and sustainability.

“Pranda’s foundations were built upon these factors,” explained Tiasuwan. “We value our craftsmen and aim to improve their work-life balance to inspire creativity. Also, Thailand is a global coloured gemstone hub and as such, we have direct access to raw materials. We follow strict guidelines to protect human rights and the environment. Lastly, we are sustainable development leaders, being the first company in Thailand to join the United Nations Global Compact.”

Pranda has also been a member of the Responsible Jewellery Council since 2018 and is working towards its ISO 14001 certification on environmental management system.

These solid business principles helped the company withstand various challenges such as the global financial crisis in 2008 and the Covid-19 pandemic in 2020, noted Tiasuwan.

Golden years

On its 50^th year of business, Pranda is further reinforcing its status in the global trade as a responsible jewellery manufacturer.

With Tiasuwan’s relentless efforts underpinning the company’s growth strategies, Pranda aims to build a solid organisation culture that is responsive and adaptive to transformation. 

Under Tiasuwan’s guidance, the company will also work to improve manufacturing procedures, elevate data efficiency and further drive its ESG (Environmental, social and corporate governance) principles to enhance business standards and competitiveness.

For more information about the “Extraordinary 40” Awards, visit jwawards.com.

As part of its 40^th anniversary content programme, JNA is casting the spotlight on the “Extraordinary 40” Awardees with special online features covering the highlights of their careers and the valuable lessons they have learned along the way. Click here to view the “Meet the Extraordinary 40” series from May to September, with new profiles published every week.