Thai jewelry's reputation for high quality craftsmanship is well established, but the industry needs to change in order to sustain its position in the world fashion market.

While Thailand’s gem and jewelry industry is well-known for its craftsmanship, Thai entrepreneurs should focus more on design and marketing in order to keep up with the rest of the fashion world, says a leading sector figure.

“Thailand is a world-class original equipment manufacturer (OEM) for many kinds of products including gems and jewelry, but this should be stepped up,” says Jumpol Denmekha, Deputy Director of The Gem and Jewelry Institute of Thailand (GIT).

According to Denmekha small and medium-sized enterprises (SMEs) constitute 95 to 97% of Thailand’s jewelry industry, and they need the assistance of his institute.

“GIT is aiming to support and encourage Thai entrepreneurs to be able to compete on the world market,” he says. “We provide training on design, technique and marketing [for] entrepreneurs.”

Founded in 2003, GIT is accredited by the World Jewelry Confederation and has become one of the world's leading seven laboratories, called the Laboratory Manual Harmonization Committee (LMHC).

“GIT has worked successfully in partnership with the DITP to leverage and build confidence in Thailand’s gems and jewelry,” says Denmekha. “One of the main missions of the GIT is to issue certificates to entrepreneurs for gems and jewelry trading. There are 4Cs to consider in issuing certificates for coloured stones – colour, carat, clarity and cut. The GIT has initiated setting the standard for colour stones because Thailand is the gemstone capital.”

Thailand is noted for the quality and cut of its gems, which are highly regarded across the globe. “Thailand is good in sourcing, cutting and designing but we need to develop marketing,” says Denmekha. “The artistic skill of Thai craftsmanship is well acknowledged as we can see that Pandora, one of the leading jewelry brands from Denmark has moved its manufacturing base to Gemopolis Industrial Estate in Thailand.”

The biggest markets for Thailand’s gems and jewelry are Hong Kong, Switzerland, the US, Cambodia and Germany, though Denmekha advises Thai producers to be aware of the ever changing global market.

“There are various factors in the changing world economy that can affect Thailand’s jewelry industry so Thai entrepreneurs need to track trends as well as find more markets to expand to,” he says. “ASEAN countries like Singapore and Malaysia are quite interesting as exports are expanding by 5 to 10% each year. Mexico, Chile and Brazil should also be considered.”

GIT has also encouraged Thai entrepreneurs to join the international stage. “We have brought our Thai team to global events in Singapore, Europe and Hong Kong to promote our Thai craftsmanship and skills,” Denmekha says.

For more information, please visit www.git.or.th
Words by Natthinee Ratanaprasidhi