市场聚焦 JNA May/June 2022 | 41 Gold-plated silver ring by Karen Silver Co Ltd Karen Silver Co Ltd的镀金银戒指 largest fabricator of silver jewellery last year, after India. In 2021, the country increased its output of silver jewellery by 4 per cent to 24.8 million ounces, after falling to 23.9 Moz in 2020 from a high of 28.5 Moz in 2019. Thailand was also the largest exporter of silver jewellery to the US from 2019 to 2021. Pandemic response The Covid-19 pandemic left an indelible mark on the Thai jewellery sector’s business segments, workforce and production lines. Jewellery manufacturing and wholesale suffered an unavoidable slump at the height of the pandemic but started recovering towards the end of 2020, albeit at a slower pace. Thailand’s jewellery trade rallied for respectable gains amid the crisis by restructuring operations, pivoting to digital and exploring new growth areas. Pranda Group is now nearly back to full manufacturing capacity, disclosed its chairman Prida Tiasuwan. The jewellery producer operated at 50 per cent capacity for three months in 2020 but gained ground later in the year. “Our retail operations were widely hit by the pandemic as department stores and retail shops were forced to close down from time to time in 2020 and 2021. Our manufacturing operations however offset retail losses by attracting more customers,” Tiasuwan said. Companies moved quickly to ensure first the safety and wellbeing of their workers while adjusting production levels and operations. People management and business agility became priorities. Regal Jewelry Manufacture Co Ltd implemented a strict sanitation schedule and adjusted the layout of its factory to accommodate social-distancing guidelines and have sufficient airflow between workers, according to CEO Rinrada Chinnapornsombat. Premier Gems Trading Co Ltd also sprang into action. Tasanee Sirikietsoong, managing director of the gem and jewellery conglomerate, said, “The pandemic was a catalyst for change in market demand for high-end goods, but our internal response to operations and skill level was key to securing the capacity and efficiency required to strengthen business and client relationships." The Premier Group implemented internal policies to effectively detect infections and prevent their spread, she recalled. Independent, socially distanced teams were formed to control possible infections within individual production lines. “The new workflow enabled us to review the performance of our production lines in greater detail while training new employees and developing new techniques. These changes considerably improved the quality of our goods and had a lasting positive impact as they inform the development of new operational strategies,” Sirikietsoong said. Thailand’s silver jewellery sector likewise adapted to the new normal during the pandemic-related lockdowns and restrictions. According to Kittisak Udomdangaram, president of the Thai Silver Exporters Association, silver jewellery manufacturers reduced overheads, adjusted supply chains and inventory systems, outsourced tasks, An important shift in the market is the rising demand for branded products of exceptionally high quality and premium materials alongside the decline for commercial-quality goods. We also noticed an inflow of orders for diamonds, loupeclean blue sapphires as well as rubies with deeper tones and vivid saturation. – Tasanee Sirikietsoong, managing director, Premier Gems Trading Co Ltd
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