Jewelex - In Search of New Pastures
1998, September, Bangkok Gems & Jewellery, page 91

In good times, even average performers can flow with the current and reach their destination: but when the tide is against you, it takes a genius to recognize where the pressure is coming from and change direction, accordingly. Jewelex Co., Ltd. has demonstrated its ability to not just stay afloat but also swim, no matter what the force of events may be. Incorporated in 1994, the company began manufacturing quality platinum jewellery right from the start. Either plain or studded with white and fancy colored diamonds in very unique designs in the price range of US$ 50 - US$ 400, most of the production used to be exported to Japan, with only 10-15 % of the stock retailed locally through the company's own showroom on Surasak Road. Despite Japan being the world's single largest market for platinum jewellery, managing director Sonny N Saw felt uncomfortable with such excessive reliance on a single centers. In a move that might have appeared baffling at the time but seems an absolute stroke of genius in hindsight, he shifted Jewelex's marketing efforts towards the European centres. Investing in top quality German machinery and technology and producing a distinct blend of both classical and trendy styles, Jewelex soon made a niche for itself in Europe.

Thus when the South East Asian crisis swept with destructive speed, Jewelex was already immune to its effect. In fact the company is actually planning to increase its production capacity by 20% in the next few years. In keeping with his policy of spreading the company's sales over a diversity of markets, Sonny Saw plans to target the Chinese, South American and Middle Eastern centres for Jewelex's next marketing thrust. Not one of these is a big market for platinum jewellery right now, they are merely new entrants in the field. Sonny Saw however, figures that this is the right time to create a powerful presence in an emerging market that will ensure their own success when the centre develops. It is this kind of clear-headed forward vision that separates genius from mediocrity.