Platinum helps lift Sales
1996, August , Jewellery News Asia, page 60

Sales of platinum jewellery in 1995 at Jewelex Co., Ltd. in Bangkok increased between 10 percent and 20 percent compared with 1994, managing director of the company, Sonny Saw said. Jewelex produces jewellery with small surfaces in platinum and tri-colour gold with high quality finish for buyers in Japan and pieces with larger surface and gemstones for buyers in the United States and Europe. Fifty percent of the company's sales are in Japan; 25 percent in the United States and Europe and 25 percent in Asia, Mr. Saw said. Markets in Asia include Singapore and Malaysia where demand is good for gold jewellery. Plans in 1996 are to increase sales to the United States, Mr. Saw said. " We will try to expand in all markets by appointing sales representatives to service buyer directly for more efficient sales service." Jewellery is in platinum and tri-colour gold with gemstones and diamonds from US$ 50 to US$ 2,000. Production is between 3,000 and 5,000 pieces a month in the company's 630 square metre factory with four designers from Thailand and 100 workers, Mr. Saw said. "We produce new designs each month. Each of our designers has his or her own catalogue from which buyers can choose.

Few companies in Thailand make platinum jewellery because production is difficult and coast of working with the metal is high", he said. "Platinum requires skilled workers and high cost machinery which makes it a prohibitive metal for many manufacturers." To develop platinum manufacturing in Thailand and help support manufacturers, Thailand needs an association such as Platinum Guild International, he said. "For instance it is difficult to sell platinum jewellery in Japan because Japan has strict quality requirements which require that manufacturers have the pieces tested and certified by a recognized association or government body. As there is no platinum association in Thailand, it is difficult for us to meet these requirements. "Although there are up to five large manufacturers which make platinum jewellery in Thailand, most re joint venture with overseas companies and do not need promotional help. Jewelex was established in 1994 by Jewellery manufacturer, Rama Jewelry's Group. "Most of Rama Jewelry 's sales are to consumers in Thailand who order single items of high value. However, as there were many enquiries about wholesale sales, Jewelex was established.", Mr. Saw said.