Vision and Mission


    “To be the world’s leading alliance for jewelry businesses that enabled the valued partners to achieve the mutual growth and success.”


      1. Operate business of craftsmanship jewelry by utilizing proficiency to create mass quantity of products with consistent quality
      2. Consciously care for all needs and business opportunities of partners to mutually achieve sustainable success
      3. Provide opportunities, enhance competencies and uplift the quality of life for employees
      4. Act as a representative and a supporter for Thai jewelry industry to thrive on global stage
      5. Be fully committed to stakeholder focus, morality and responsibilities for environment and society at large


    • Growth Strategy
      1. Emphasize on expanding Original Design Manufacturing (ODM) business by utilizing experience and market expertise to create growth opportunities for partners
      2. Grow Own Brand Manufacturing (OBM) business by offering differentiated products from partners
    • Production Business Strategy  
      1. Create culture of working with care, paying attention to every detail by means of mutually held Core Values
      2. Continuously enhance skills and competencies of personnel to become a part of professional team specializing in each particular field
      3. Increase employees’ happiness by enhancing overall quality of life which is a key factor that would reflect through the quality of craftsmanship jewelry
      4. Prepare personnel for future business expansion by arranging “Bilateral Education Program” to continuously and systematically develop a great number of skilled craftsmen
    • Retail Business Strategy

      1. Develop owned trustworthy brands through high quality and unique products
      2. Expand the marketing network through Omnichannel and authorized retailers
    • Sustainability Strategy
      1. Allocate resources and operations to achieve the balance of sales in 50% ODM and 50% OBM
      2. Develop efficient financial management system, rigorously comply with strict financial discipline and improve risk management system within the Group
      3. Apply the principles of social responsibility management and strive business towards sustainability encompassing Environmental, Social and Governance (ESG)
      4. Strictly follow the principles of good corporate governance, social responsibility and the UN Global Compact and adhere to the principles of Sustainable Development Goals (SDGs)
      5. Be a learning organization for continuous improvement

Corporate Core Values

      1. Teamwork – We devote our hearts to working as a team like we are the same family.
      2. Stakeholder Focus – We see the importance of our stakeholders. Therefore, we do care and are responsible for customers, suppliers, colleagues, shareholders, the environment and society at large.
      3. Continuous Improvement– We are proficient in continuously seeking new knowledge and experience to develop ourselves and to come up with new innovations.