SPOTLIGHT 18 | Thailand Special 2023 Pranda Group has maintained its leading position in Thailand’s jewellery manufacturing scene, thanks to five decades of trade expertise and creativity combined with a progressive mindset. A testament to the group’s adaptability is stronger business amid global uncertainties. Sales rose 10 per cent year on year in 2022, with the US, Europe, the Middle East, India and Southeast Asia driving the growth. Gold jewellery products moved the fastest, with buyers opting for smaller pieces and subtler designs priced at US$50 and up at wholesale. Decha Nuntana, managing director for marketing of Pranda, said having a diversified customer portfolio is key to mitigating market risks. Sustainability is also a critical component of the group’s business strategy. Pranda has been a member of the Responsible Jewellery Council since 2019. Sustainable and responsible According to Nuntana, majority of Pranda’s clients ask for recycled gold and silver as well as gemstones and diamonds that are ethically and responsibly sourced. The company is also implementing green measures in its premises. Earlier this year, Pranda began installing solar panels to generate power for its factory and offices. Once fully operational, the system can help save 10 per cent to 20 per cent of the company’s energy consumption. Pranda is also in the process of acquiring its ISO 14001 certification on environmental management system. It likewise introduced internal campaigns to foster and encourage sustainable practices among its workforce, including using recyclable materials, planting trees and driving electric vehicles. New consumer Nuntana said consumer preferences are gradually moving towards more substantial and vibrant designs from minimalist styles. As such, manufacturers and designers are incorporating more coloured gemstones and diamonds in their jewellery collections. There is also a significant shift in purchasing behaviour, led by Gen-Z buyers who prefer shopping on digital platforms. “Younger buyers are more knowledgeable and conscientious, opting for products that resonate with their environmental and social advocacies,” revealed Nuntana. “They are curious – whether the material is recycled metal or responsibly mined gems. They want to know the conditions by which a gemstone or jewellery was mined and manufactured.” Moving forward, Pranda will continue to blaze the trail in Thailand’s jewellery trade. The company is aiming to reduce its carbon emission by 30 per cent in 2030 and continue to follow a green roadmap to achieve its sustainability goals. Sustainability and excellence at the heart of Pranda以可持续发展为先，竭诚追求卓越 PRANDA’S operations Armed with decades of business success and an innovative spirit, Pranda Group continues to forge a formidable path in the global jewellery trade. 数十年来，Pranda Group 建立稳如泰山的成功基石，并拥抱创新思维，在国际珠宝行业继续昂首前进。
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