Issue 67

Pandora, one of the world’s leading jewelry brands, opens up about the reasons for it choosing to establish its manufacturing base in Thailand as well as the secret behind its success.

Thailand has a long history of jewelry manufacturing. From gold, silver and gemstones to pearls, the craftsmanship in Thai jewelry production has been passed down through several generations, especially in Bangkok, Kanchanaburi and Chantaburi. Today, the gems and jewelry industry is considered one of the country’s top three industries with its export value topping US$14 billion in 2016.

Internationally known for its charms and bracelets, Pandora established its manufacturing base at the Gemopolis Industrial Estate in 2005 and now employs over 11,000 people.

“Our founder, Per Enevoldsen and his wife were impressed with Thai culture and its long tradition for high-quality jewelry production,” said Nils Helander, senior vice-president, manufacturing and managing director of Pandora Production. “Pandora chose Thailand as a manufacturing base as it is one of the world’s largest jewelry exporting countries with good infrastructure for jewelry production and easy access to raw material suppliers.”

Helander revealed that other key considerations were the tax benefits offered by the Board of Investment of Thailand (BOI) and the country’s strategic location.

“Gemopolis has the necessary infrastructure for jewelry business and is close to both a seaport and airport which are convenient for us when shipping products to our customers around the world and for our visitors to reach us,” he said.

Thailand’s pool of skilled craftspeople and management trained at top universities was a further factor in the company’s choice of Gemopolis.

“Thai jewelry designers have a better foundation in design, and can address the demands of the labour market. We have seen developments, and I would say that we have greatly developed compared with 10 years ago. The support from both public and private sectors will unlock Thai designers’ potential and prepare them to grow in the jewelry industry,” he said.

Helander also shared that the brand’s mission is to celebrate women by offering them the opportunity for personal expression through high-quality and contemporary jewelry at affordable prices. The brand’s core values are affordable luxury, contemporary design and personal storytelling.

Moreover, as one of the world’s most loved jewelry brands, Pandora has designed its strategy around four central pillars – offering a full range of jewelry products, developing one brand with targeted segments, maintaining brand retail excellence, and creating a balanced global business.

Pandora is continuously expanding its production facility in Lamphun province, which is setting new standards in the jewelry industry in terms of scale and speed, as well as being a flagship for green building, certified according to LEED (Leadership in Energy and Environmental Design) principles. The company anticipates that its expansion plans will increase production capacity to more than 200 million pieces of jewelry a year by the end of 2019.

For designers, buyers or manufacturers looking forward to catch up with the latest trends and technology in the jewelry industry, don’t forget to visit the 60th Bangkok Gems & Jewelry Fair, which will be held from September 6 to 10 at IMPACT Challenger, Muang Thong Thani by the DITP.

Words by Pimsirinuch Borsub