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PNJ: 25 years of building trust and style

Start with PNJ Gold, focus on the younger market with PNJSilver, develop to the top with CAO Fine Jewellery (luxury jewellery brand) while expand to office jewellery with Jemma… the 25 years development journey of Phu Nhuan Jewellery JSC (PNJ) is the journey of non-stop research and creativity to satisfy the demand for beauty in Vietnam.

PNJ’s achievements come from the three distinctive factors:

1/ The ownership of jewellery manufacturing on large scale, international standard modern equipments, progressive production procedure with ISO 9001-2000 standards and almost 1.000 fine jewellers has helped PNJ to obtain Vietnam record “The first corporation with the most modern technology and the largest in jewellery manufacturing in Vietnam”.

2/ Network of more than 160 retail stores nationwide, with a clear brand positioning in each brand(PNJ Gold with gold and blue, PNJSilver with color “glowing of dream” and CAO Fine Jewellery with gold and blue stone on the classy black background…)

3/ The diversity of product, which satisfy the demand and style for many classes, many ages segment from young to middle ages, senior; from office worker to civil servant, business owner; from the traditional taste of valuable gold and diamond products to the new modern tastes of simple and trendy products

Being a regular customer of PNJ, actress and businesswoman Truong Ngoc Anh comments: “PNJ – is a trusted brand and a leading jewellery options for many Vietnamese customers. When I have the needs to buy diamond, precious stone to wear or gift to family members or clients, I always choose PNJ. As the director of an Advertising Agency, every time I need to design a gift which related to gold jewellery or precious stone, I also choose PNJ. I highly rate the brand for not only its reasonable price, high quality, but also for its elegance, classy and fly above design, which made the gift become a piece of art itself.””.

It is not wrong to say that many stock brokers compare PNJ as Tiffany of Vietnam. This is the actual introduction of Viet Capital to potential investors: “PNJ has an effective business model, very similar to the model of Tiffany –number one jewellery corporation in the United States. Similar to Tiffany, PNJ created and manufacture its own products, then sell through its own network of retailers… PNJ’s ambition is to become the number one jewellery manufacturer in Asia. With the collaboration of Value Partners Management Consulting from Italy, PNJ has been developing its long-term strategy, as well as setting the goals and plan to achieve those goals.”.

PNJ outstanding awards.

For 25 years, PNJ’s development through many important milestones always has the imprint of its leader: Mrs. Cao Thi Ngoc Dung, Chairwoman of the Board and General Director of PNJ. Mrs. Le Thi Phuong Thuy – General Director, Chairwoman of the Board of Tri Viet Media commented about the leader of PNJ as: “Honest to say, I don’t know much about the product line of PNJ, but I know Mrs. Dung, the founder and managing director of PNJ – is the person with real value, respected vision and a very good evaluation of the market. During the time when people see gold jewellery as the luxury which was out of reach, she has found the way to transform gold jewellery of PNJ to become accessible products for many women. PNJ jewellery was created with reasonable price; true gold content, diverse styles … met the demand of the majority. Mrs. Dung is one of the few Vietnamese business leaders who always know what the market wants and met that demand. Under her management, it is not surprise to see PNJ success.””.

Mrs. Cao Thi Ngoc Dung, Chairwoman of the Board and General Director of PNJ

Whoever has a chance to meet Cao Thi Ngoc Dung during company’s early day, will always remember her fierce desire to build a jeweller manufacturing plants with industrial process, training jeweller as professional workers which broke away the traditional family business model of silver craftsman in the old time. The goal and desire of the business lady about the Vietnamese household jewellery brand has come true. After all those years, everyone has been familiar with the image of the leader of PNJ, who will carry on the latest product of PNJ wherever she go. This is a clever message in which Mrs. Cao Thi Ngoc Dung sends to everybody: She is not only proud of the craftsmanship of her workers, but also proud of the PNJ team who has built together a trust and style for jewellery products that marked of the PNJ brand.