Diamond World (DW) November- December 2020

Company profile
additional confidence in the product. We
also have an in-house photography studio,
with the latest equipment in jewellery
photography, providing our clients with
additional services such as developing
their collection catalogue, brand videos,
and campaign shoots. Our facility provides
end-to-end services for our clients, and
every step of the jewellery manufacturing
process is done under one roof, from hand
sketching, up to the final packaging.
please tell us about your key export
markets.
When Purity Jewelry was established, we
piggybacked on the markets of our sister
company (Flawless Company), hence we
initially focused on the Far East. It was
more accessible and having an established
loose diamond trading office there helped
us develop some clients. Later, as our
product collection grew, and we took part
in trade shows, we started to study the data
of where a lot of our clients came from, and
we started to grow a larger presence in the
Middle East. With more and more trade
shows and clients visiting us, along with
the growth of our marketing team, we have
established ourselves in 4 major markets.
Our main markets in terms of exports are
North America, Western Europe, East Asia,
and the Middle East.
What would you say is your
company’s specialty – in terms of
your product portfolio – what is
unique about your jewellery?
While we are a full-service Fine Jewellery
and Colour stone Jewellery manufacturer,
we specialize in jewellery studded with
fancy shaped diamonds. We are known for
our illusion setting with baguettes, pears,
and marquis, and we also manufacture a
range of eternity bands, tennis bracelets, and
high-end necklaces. We are also specialists
in invisible-set gemstone jewellery. We
have accessibility to Thailand’s best
craftsmen, and direct access to the hub of
gemstones, Chanthaburi. The combination
of the two allows us to be a market innovator
and trendsetter in invisible set gemstone
jewellery.
How do you stay abreast of trends
when it comes to jewellery?
To stay at the top of the market when it
comes to recognizing and setting up trends,
we have constant discussions with our
clients, marketing teams to gain feedback
on what the consumer is looking for these
days. We also take part in many trade
shows, in different parts of the world. There
we get to know what kind of products are in
demand, or going out of trend, in a particular
region. Our teams actively navigate social
media to spot the current trends in fashion,
history, and pop culture.
What according to you are some
of the biggest challenges the
industry is facing today – and
as a manufacturer, how are you
overcoming the same?
Jewellery as an industry has always
been heavily dependent on travel and it
has always been a very capital-intensive
industry wherein a lot of stock has to be
maintained. Even though over the years
all industries were moving on to an Asset-
Light model with a heavy transition from
Offline to Online, the jewellery industry
kept continuing in the traditional ways.
Things started to change in 2018, where
major economies started to heat up; a
gradual slowdown in the demand was felt
along with the liquidity drying up which
created a huge challenge for the industry.
The final nail in the coffin was COVID
19, which forced numerous businesses
without an online infrastructure sucking the
liquidity out of the market and with the gold
prices being at an all time high it created a
ripple effect. The operations of an industry,
which is heavily dependent on physically
showcasing the products, was brought to a
halt and this continues to be a problem, till
date. We think the way out for the industry
is to develop a robust online system and
work actively with their client’s feedback
and the data that they can procure to move
their inventory faster.
As a jewellery manufacturer we have
extended support to our business partners
by allowing them to get on board of our stateof-the-art
digital platform and make use of
it to entice their customers. We have come
up with innovative marketing solutions for
our clients that gives them confidence in
selling our products ahead to the end users.
We have also stayed away from being the
74 | November-December 2020 | DiamonD WorlD