Our Leadership
Dear Shareholders
The year 2025 was another year in which the global economy and the jewelry industry faced significant volatility. This was particularly driven by the substantial increase in gold prices, uncertainty surrounding the direction of the global economy, and geopolitical factors, all of which affected the confidence of consumers and businesses throughout the supply chain.
Although the global economy has shown signs of recovery in some regions, the impact has varied across markets, particularly in the Accessible Luxury segment, which has been pressured by slowing purchasing power. Nevertheless, the overall jewelry industry continues to hold strong long-term growth potential. This period therefore requires organizations to adapt carefully and maintain disciplined management in order to navigate the uncertainties of the business environment.
For Pranda Jewelry Public Company Limited, the past year was a period of business rebalancing. Revenue from sales amounted to THB 2,844.95 million, representing a decrease of 26.80% from the previous year, while operating profit was THB 15.65 million. The slowdown in revenue was partly attributable to customers adjusting their order timing in response to fluctuations in gold prices, as well as uncertainties surrounding the economic and tax policies of the United States during the year.
However, the Company’s core business fundamentals remain strong and continue to generate operating cash flow. This reflects the Company’s manufacturing expertise, long-standing industry experience, and its ability to adapt effectively under volatile conditions.
In the context of the global jewelry industry, a key trend that has become increasingly evident is the transition from volume-based competition to value-driven differentiation. Consumers are placing greater importance on uniqueness, refined craftsmanship, and strong sustainability standards. In response, the Company has shifted its strategic direction from Mass Craftsmanship toward Artisanal Craftsmanship in order to create differentiation and enhance the long-term value of its products.
Throughout the year, the Company continued to advance its Transformation Roadmap, focusing on enhancing organizational efficiency, leveraging technology to support data management, and improving internal process integration to achieve greater agility and transparency. These initiatives enable the Company to respond more effectively to the evolving business environment.
In addition to strategic adjustments, the Company places strong emphasis on conducting business under the principles of good corporate governance and international standards throughout the value chain. The Company has been certified by the Responsible Jewellery Council (RJC) as well as ISO 9001 and ISO 14001, reflecting its commitment to ethical, transparent, and responsible business practices toward society and the environment.
Beyond conducting business responsibly for all stakeholders, the Company recognizes its role as part of Thai society and remains committed to operating with deep respect and loyalty to the nation’s key institutions.
With deepest gratitude and reverence, we humbly express our heartfelt tribute to Her Majesty Queen Sirikit The Queen Mother, who has devoted herself tirelessly to performing royal duties for the well-being and prosperity of the Thai people.
On behalf of the Board of Directors, I would like to extend our sincere appreciation to our shareholders, all stakeholders, as well as our management and employees for their continued support and trust in the Company. The Board firmly believes that, with strong business fundamentals, the expertise of our people, and continuous adaptation, the Company will be able to navigate industry challenges and create sustainable value for all stakeholders in the long term.
Mrs. Rawittha Pongnuchit
Board Chairman
Mrs. Prapee Sorakraikitikul
Chairman of Advisory Board
Mrs. Panidda Tiasuwan
Advisor of the Board of Directors
Mr. Chaisak Sakthanaseth
Advisor of the Board of Directors
Mrs. Rawittha Pongnuchit
Board Chairman / Independent Director and Director of the Audit Committee
Mr. Pramote Tiasuwan
Vice Chairman / Group Executive Director/ Risk Management Director
Mrs. Sunanta Tiasuwan
Director / Nomination and Remuneration Director
Mrs. Pranee Khunprasert
Director / Chairman of Group Executive Committee / Risk Management Director
Ms. Pittaya Tiasuwan
Director / Group Executive / Chairman of Corporate Sustainable Development / Risk Management Director
Dr. Jiraporn Popairoj
Independent Director / Chairman of Director of the Audit Committee / Chairman of Nomination and Remuneration Committee
Mr. Chakrit Theepakornsukkasame
Independent Director/ Chairman of Risk Management Committee / Director of the Audit Committee/ Nomination and Remuneration Director
Mr. Decha Nuntanajaroenkul
Director / Group Executive Director / Risk Management Director
Mr. Chanat Sorakraikitikul
Director/Vice Chairman of Group Executive Committee/
Risk Management Director
Mr. Pitipong Tiasuwan
Group Executive Director / Corporate Sustainable Development Director
Ms. Natha Khunprasert
Group Executive Director / Corporate Sustainable Development Director
Mr. Pramote Tiasuwan
Managing Director – Production
Acting Managing Director – Human Resource
Ms. Pittaya Tiasuwan
Managing Director – Supply Chain & Logistics
Mr. Decha Nuntanajaroenkul
Managing Director – Marketing
Mr. Chanat Sorakraikitikul
Managing Director – Finance & Risk Management
Mr. Pitipong Tiasuwan
Managing Director – Omnichannel Retailing
Managing Director – Brand, Product Development & Prototypes
Mr. Chanat Sorakraikitikul
Managing Director (Acting)
Primagold International Co., Ltd.
Managing Director
Pranda Jewelry Private Limited
Managing Director (Acting)
Pranda UK Limited
Managing Director
Pranda Lodging Co., Ltd.