COVER STORY 10 | Thailand Special 2023 Jewelcraft produces fine jewellery pieces adorned with diamonds of GH colours and VVS quality. It also uses topquality rubies, sapphires and emeralds in its collections. Thailand’s silver jewellery sector is also returning to strength, with manufacturers adjusting strategies to better cater to key export markets. Triple Tree Co Ltd started receiving client orders again in 2022 after a two-year lull and returned to pre-pandemic levels this year, said its marketing manager Asaree Jarugosol. Working mainly with clients from Europe and Asia, the company produces dainty, lightweight jewellery with coloured gemstones in silver or 10-karat gold. “We adjusted our designs and packages to suit the preferences of our loyal clients. For instance, buyers from Europe now prefer lighter jewellery pieces in gold. As a supplier, it is our duty to help our customers bolster their business in their markets,” Jarugosol said. Yakhunit Co Ltd, which specialises in highly polished silver jewellery with coloured gemstones, is just as committed to stimulate market demand for its clients. Managing director Khajohnkiat Suwanichkul revealed that business rebounded in the second half of 2020 after a threemonth slump. This year, Yakhunit is entertaining more orders from Europe, the US and Australia. “Our designs still carry our signature look of polished gem-set silver jewellery in fluid designs, but our coloured gemstone combinations are more soothing and our designs even more organic,” Suwanichkul explained. “Wholesale price points have been adjusted to start from US$20. This should help our clients get their business back on track.” Taera Jewelry meanwhile is setting its sights on Asia. Established in 2018, it uses French jewellery-making techniques and standards to produce fine silver jewellery pieces with coloured gemstones that are priced from US$80 to US$450 at wholesale. “We work primarily with retailers from Singapore, Malaysia, France, Korea and China. Our goal is to expand our reach in China and the Middle East while exploring opportunities in the US and Europe,” said managing director Ampol Taerapornpanich. New era in jewellery manufacturing Parmani of Jewelcraft said the manufacturing sector in Thailand will likely see a broader shift to finer-quality jewellery, owing to labour shortage and more expensive raw materials. Such challenges are pushing manufacturers further into the higher end of the jewellery market where more affluent customers have more dispensable income. “The new generation of workers are not too keen on joining our business as they want other jobs. And it takes years to master this craft,” noted Parmani. “We need to invest in people and increase labour prices to attract a younger pool of workers.” He added that mass-produced jewellery will have to be manufactured elsewhere like India. Jewelcraft is eyeing to expand its product inventory to include other types of raw materials to give the company more room to revolutionise designs and create exceptional jewellery pieces. Jewelcraft primarily uses rubies, sapphires, emeralds and diamonds in its collections. “We wish to incorporate fancy colour diamonds, higherquality unheated rubies and sapphires, and other gems into our portfolio to be more in line with our vision to cater to the high-end jewellery market,” the company official said. “Buyers are likely to favour geometric jewellery designs.” Samir Patel, director of Ultimate Creation Pvt Ltd, echoed this sentiment, revealing that he had moved the company’s manufacturing facility from Bangkok to India in 2022 due to the pandemic and in order to make better use of their Indiabased resources. Now that the market is improving, Patel is looking for Thailand-based manufacturers that can produce their jewellery before eventually re-establishing its factory in Thailand in 2024. “Majority of our manufacturing business is now in India but by 2024, we will be active both in India and Thailand. We see this as an expansion of our operations,” he added. Ultimate Creation specialises in diamond-studded long necklaces of VS quality and GH colours. Its major markets are Dubai, Kuwait and Bahrain as well as the US. Ruby, sapphire and diamond ring by Jewelcraft Co Ltd Jewelcraft Co Ltd的红 、 蓝宝石配钻石戒指
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