JNA Awards 2020 - Jewellery Industry Best Practices

56 JNA AWARDS • 2020 DOJI Gold & Gems Group JSC Category: Outstanding Enterprise of the Year – APAC Country / Region: Vietnam To become one of Vietnam’s prolific jewellery ventures, DOJI Gold & Gems Group JSC invested heavily in innovations that make it relevant, adaptable and truly worthy of recognition. Since its establishment in 1994, DOJI has set out to build and maximise the group’s nationwide gold trading network, ensuring that it has a robust raw materials supply chain. “We developed proactive means in sourcing gold domestically to meet production and export demands at all times,” says Duc Do Minh, Vice President and General Manager of DOJI. The JNA Awards Honouree understands the importance of knowing what customers want, and of aligning its product offerings to the right target audience at the right time. “Vietnamese consumers usually buy jewellery for two reasons: Fashion and asset accumulation,” says Do. To meet such needs, the company introduced a line of 24-karat gold jewellery that uses 3D technology. These pieces weigh only a third of those produced by traditional moulding and come in a variety of sophisticated designs – a combination that enticed the market to invest in these products. On that same note, DOJI also released 14-karat and 18-karat gold jewellery manufactured with modern Italian machinery. Constant research and studies are also conducted to further diversify the line-up. Listed as some of the brand’s most successful offerings are the 24-karat gold- plated Kim Bao Phuc accessories, and an engagement and wedding ring series called Infinity Love, which uses 99-facet diamonds that are exclusive to DOJI and symbolic of the number nine’s auspicious qualities in Vietnamese culture. 1 2