Company's Business

Pranda Jewelry Public Company Limited (“PDJ”) was first established in 1973 previously known as Pranda Design Co., Ltd. Subsequently, Pranda Jewelry Public Company Limited was officially founded on April 27, 1984 and listed its common stocks on the Stock Exchange of Thailand on July 6, 1990. The Company was transformed into a public company on June 3, 1994. At present, the Company has total registered capital for Baht 634.77 million with issued and paid-up capital of Baht 491.155 million. The Company’s headquarter is located at 28 Soi Bangna-Trad 28, Bangna Tai Sub-district, Bangna District, Bangkok 10260.

    The Company’s core business is the production, distribution and retail of fine jewelry. At present, the Company has become the leader of Thailand’s jewelry exports, with expanding its customer base to any key regions: North America to Europe and Asia

  The Company set the balanced management structure as follows:

1. Production Base

The implementation of economies of scale in jewelry production, which results in production cost of goods suitable for its quality.  The Company has diversified its production risk to cover almost all product price ranges.  The Company group has 3 factories in 3 countries, located in Thailand, Vietnam and Indonesia. At present, Pranda the Company has production capacity of 3.0 million pieces per year, with its own integrated , with establishing the design and development center to broadly extensively meet the customer’s need.

2. Distribution Base

The Company has subsidiaries as distribution base in two countries: the United States and India. In first quarter of 2018, the subsidiary in Germany was terminated. Additionally, the Company started a plan to minimize the subsidiary in the United States in the first quarter of 2018 and in the United Kingdom and France in the second quarter of 2019. The reduction of distribution business scale has led to efficiency in operating expense control. As a result, the Company can continually reduce investment burden and operating loss as well as increase liquidity of the Group.

3. Retail Base

The Company has subsidiaries having expertise in retail management, including its own retail shops and distribution through business partners covering Asia and Middle East to directly access to jewelry consumers. At present, there are 4 companies in Thailand, Indonesia, Vietnam and the UK (E-commerce).

      The company’s key retail brand is “PRIMA”, a one-stop destination for fine craftsmanship jewelry with integrated after-sale service. The retail operation was established since 1992, selling Prima Gold, exquisite gold craftsmanship jewelry in 99.9% purity, Prima Diamond, 18K diamond jewelry, and Prima Art, commemorative art and crafts made from gold. The rebranding has started in Thailand and Vietnam since the third quarter of 2019. The shop offers high craftsmanship collections namely Prima Gold, exquisite gold craftsmanship jewelry in 99.9% purity, Prima Diamond, 18K diamond jewelry, and Prima Art, commemorative art and crafts made from gold.

      The Company’s key e-commerce business is Gemondo, an online retail store offering lifestyle jewelry made from genuine gemstones in both classic and modern styles. Sales channel is via its owned website www.gemondo.com and market places such as Amazon. Key markets are United Kingdom and Europe as well as starting expansion to Thailand.