Our Leadership

Message from Board Chairman

      Following the COVID-19 crisis, the luxury industry experienced a significant surge in consumer spending known as “Revenge Shopping” phenomenon which remarkably stimulated the industry’s financial flow. However, entering the year 2023, “Luxury Slowdown” phenomenon occurred which led to more cautious consumer spending impacted from the global political volatility and adversely affected the global economy. In response, Pranda Jewelry Public Company Limited has fully committed to overcoming these challenges to maintain its liquidity and financial stability while significantly prioritizing the interests of all stakeholders.

         Throughout 2023, the Company strategically aligned its business directions to effectively cope with and adapt to evolving global situations by enhancing internal factors including establishing personnel development, increasing its competitiveness and significantly reinforcing its core strength in crafting high-quality, exquisite and meticulous jewelry pieces which have consistently earned trust and reliability from customers. The production units, Original Design Manufacturer (ODM) and Original Brand Manufacturer (OBM), have successfully maintained existing customer base with potential growth while also seizing opportunities of expansion into more diverse Accessible Luxury Jewelry Brand market. Through strategic directions, the Company has continuously improved its competency to effectively handle competitive challenges in the jewelry industry, both domestically and internationally.

         In addition, within the Omnichannel Distribution unit, the Company has implemented brand positioning strategies to enhance impressive customer experiences as well as developing online channels including marketplaces and owned channels to boost sales volume, broaden the customer base and reach customers more effectively. PRIMA Thailand has seen growth among the young generation group and retained its existing high-spending customers through effective customer relationship management while focusing on brand experience across various media and activities. PRIMA Vietnam has adopted brand repositioning strategies to clarify product positioning with PRIMA ART being distributed through both stand-alone shops and home decoration stores to highlight its unique strengths. For PRIMA India, there has been consistent growth, especially for PRIMA ART, with over 10 years of market recognition. This growth continues as we expand through increased purchases from retail partners and enter new territories. GEMONDO in the UK concentrates on existing sales channels and expansion through own e-commerce and marketplaces while continuously developing new products to reach new customer segments.

         For the operating results in 2023, there was a decrease in revenue, operating profit and net profit compared to the previous year. However, the Company still holds a stable financial position and has sufficient liquidity to operate including dividend payments to the shareholders.

         Throughout 50 years of business operations, the Company has gained its international recognition for its exceptional quality and meticulous craftsmanship of jewelry production. This recognition is reflected through the dedication of Pranda people who are committed to delivering exquisite jewelry pieces to customers worldwide. Additionally, the Company has thoroughly planned its organizational development strategies towards sustainable growth to be aligned with the context of business operations. This commitment has consequently led to the establishment of a new vision outlined below.

 

         “To be the world’s premier alliance for jewelry businesses, renowned for our expertise in creating valuable craftsmanship and our commitment to sustainable business operations.”

 

         For the 6th decade of operations, the Company focuses on its strength towards being one of the leading manufacturers of high-quality handcrafted jewelry, development of production models to enhance competitiveness, integration of digital technologies to optimize workflow efficiency as well as development of own brand products to be recognized in an international stage. Besides, the business must be run as key contributor with responsibilities driven to the community, society and the world as well as being actively engaged in the development of gem and jewelry industry to foster growth and sustainability across all dimensions in the long run.

        On behalf of the Board of Directors of Pranda Jewelry Public Company Limited, we would like to express our appreciation to the shareholders and all stakeholders as well as the Executives and employees in all levels who consistently provide support and trust to the Company. All support and encouragement are notably considered as driving forces in propelling our business towards continuous improvements under the principles of good corporate governance and responsibility to the community, society and environment being in line with the Company’s esteemed vision.

                            Mrs. Rawittha Pongnuchit
                                             Board Chairman

Advisory Board

Mr. Prida Tiasuwan

Chairman of Advisory Board

Mrs. Prapee Sorakraikitikul

Vice Chairman of Advisory Board

Mrs. Panidda Tiasuwan

Advisor of the Board of Directors

Mr. Chaisak Sakthanaseth

Advisor of the Board of Directors

Mr. Wiboon Srisurin

Advisor of the Board of Directors

Advisor of the Board of Directors

Advisor of the Board of Directors

Board of Directors / Group Executive Committee

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 / 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

Mr. Chanat Sorakraikitikul

Director/ Group Executive Director/ Risk Management Director

Mr. Pitipong Tiasuwan

Group Executive Director

Mr. Pitipong Tiasuwan

Group Executive Director

Managing Directors of Pranda Jewelry PCL.

Mr. Pramote Tiasuwan

Managing Director – Production

Mrs. Pranee Khunprasert

Managing Director – Brand, Product & Prototypes and Acting Managing Director – Human Resource

Ms. Pittaya Tiasuwan

Managing Director – Supply Chain and Gemstones

Mr. Decha Nuntanajaroenkul

Managing Director – Marketing

Mr. Chanat Sorakraikitikul

Managing Director – Finance & Risk Management

Mr. Pitipong Tiasuwan

Managing Director – Omnichannel Retailing

Managing Director of Subsidiaries 

Mr. Chanat Sorakraikitikul

Managing Director (Acting)
Primagold International Co., Ltd.

Mr. Santiparp Riyai

Managing Director
Pranda Vietnam Co., Ltd.

Mr. Vinod Tejwani

Managing Director
Pranda Jewelry Private Limited

Mr. Pitipong Tiasuwan

Managing Director (Acting)
Pranda UK Limited

Mr. Somsak Srirueangmon

Managing Director
Pranda Lodging Co., Ltd.