JWA 2021 Jewellery Industry Best Practices

76 | Jewellery World Awards 2021 Phu Nhuan Jewelry Joint Stock Company CATEGORIES: Despite its size and the breadth of its operations, Phu Nhuan Jewelry Joint Stock Company swiftly pivoted as the COVID-19 pandemic upended jewellery and gemstone businesses in Asia and beyond. “In the last couple of years, PNJ was not only able to continue its operations, but also enjoyed growth by rebuilding its retail network, increasing its online sales capacity and launching new products. At the same time, the company gives back to the communities it serves,” says CEO Tri Thong Le, whose group employs 6,500 employees. BRAND OF THE YEAR – RETAIL In line with the brand’s vision of “honouring true values,” PNJ launched timely campaigns that resonated with Vietnamese values and experiences, which were translated into tangible transactions. “In time for the God of Wealth and Valentine’s Day celebrations, we encouraged everyone to buy gold and jewellery products that could be used to pray for wealth and blessings for their loved ones,” shares Le. This resulted in the group’s highest single-day revenue on February 21, 2021, when it sold almost US$31 million- worth of products – up 50 percent compared with the previous year’s sales. Soon after, it debuted a campaign that honoured Vietnamese women in the community by sharing valiant stories of female doctors, frontliners and everyday heroes who are at the fore of battling the pandemic. “Tying this message to our retail platforms, we offered a wide selection of meaningful gifts that customers could give as tokens of appreciation to the women in their lives,” he adds. To further diversify its offerings, the company launched the Style by PNJ brand, whose gold, silver and alloy jewellery are designed specifically Brand of the Year – Retail Manufacturer of the Year – Jewellery Outstanding Enterprise of the Year – APAC COUNTRY / REGION: VIETNAM 1