JWA 2021 Jewellery Industry Best Practices

retail, but in embracing a digital transformation in Vietnam. We also launched DOJI Smart before the end of 2021 to integrate artificial intelligence and robotics into the jewellery shopping experience,” says Do. DIGITAL INNOVATIONS Building on a previously completed merger with Diamond World in 2020, DOJI invested in state-of-the-art machinery and manufacturing techniques, such as the use of 3D technology for its 24-karat gold jewellery and Kim Bao Phuc 24-karat gold gilding. It also launched “Wedding Land Infinity Love” products, which use special 99-cut diamonds that are masterfully crafted by skilled artisans. The Group invested in research and development to identify global trends and domestic demands that would help define its creative direction. “We release around 50 to 100 designs and collections every quarter, along with products for specific occasions such as Valentine’s and Women’s Days. Knowing our customers’ preferences ensures that our products are always sellable and well- received,” adds Do. In response to the prolonged effects of the pandemic, DOJI employed long-term strategies for stockpiling imported raw materials,manufacturingfinished products, diversifying sources of supply, and negotiating prices and shipping terms with business partners. SOCIAL ENTERPRISE As one of Vietnam’s five largest private enterprises and a recipient of the First-Class Labour Medal of the President of the Socialist Republic of Vietnam, among other accolades, DOJI has made it its mission to make a positive impact on the community it serves. In addition to providing a healthy work environment for its employees, the Group funds medical treatments for child patients at the “K Hospital” in Hanoi – the largest hospital specialising in oncology in Vietnam – and supports Vietnamese mothers through its Shining Heart organisation. When the pandemic struck, DOJI distributed face masks for free and actively supported the government’s vaccination drive by funding facilities for COVID-19 prevention and control. “While the COVID-19 pandemic has had a great impact on business, we at DOJI believe in finding opportunities in times of crises. Aside from sticking to our five-year expansion plan and securing a good market position, we are now preparing to make a comeback after the pandemic,” promises Do. 1. DOJI’s sales force 2. DOJI Tower 3. Diamond House showcases DOJI’s luxury collections 4. Trendy diamond jewellery collection 3 2 4