JWA 2021 Jewellery Industry Best Practices

44 | Jewellery World Awards 2021 DOJI Gold & Gems Group JSC CATEGORY: In 2020, Vietnam’s DOJI Gold and Gems Group JSC defied bleak industry forecasts and made more than US$4.3 billion in revenues — marking an 11 percent increase from 2019. On top of this, the Group grew its 350,000-strong customer database by around 30 percent, launched a number of well-received products and earned recognitions from some of Vietnam’s most esteemed institutions. With physical distancing and stay- at-home requirements hobbling down traditional store operations, the Group strengthened its digital platforms to enable customers to shop for gold, diamond and wedding jewellery, to name a few. De Beers’ Code of Origin certificates are also provided to customers who make online and offline purchases of jewellery set with stones from the diamond producer. “As a result, sales from websites, fanpages and e-commerce sites received a strong boost. Our DOJI Jewellery fanpage gained nearly 100,000 likes from October 2019 to March 2021,” says Do Minh Duc, Vice President and CEO of the Group. He further shares that the DOJI Elite Club, a point-accumulation programme for customers, gained more members. DOJI also launched the eGold app, through which customers may buy SJC gold bars and gold blister packs. It comes equipped with a gold transaction history display for monitoring transactions, and a section on domestic gold price updates to assist customers in their decision-making process. Furthermore, DOJI utilised a standardised online management system that allows it to oversee both its operations and customer support requirements nationwide. Altogether, these online solutions helped more than 50 branches, nearly 200 centres and stores, and more than 400 DOJI sales points in Vietnam cope with the pandemic. “DOJI is a trailblazer, not just in jewellery Outstanding Enterprise of the Year – APAC COUNTRY / REGION: VIETNAM 1