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Published on January 23, 2008

Four local premium manufacturers of fashion jewellery have widened their opportunity to market their brands abroad by forming the Bangkoksmiths Group.

High-potential international markets are India, China, Russia and the Middle East, said ML Kathathong Thongyai, director of product value development at the Department of Export Promotion (DEP).

The jewellery-makers are Jogema, Sretsis, Missile and Trimode Design, which produce the Jogema, Matina Amanita, Missile and Trimode Accessories brands, respectively. Matina Sukhahuta, co-founder and designer of Matina Amanita, yesterday said Thailand had long been known as a major producer of fine jewellery.

Many firms had become original-equipment manufacturers for global brands, but until now there was no Thai brand that had really gained a worldwide reputation.

She said the grouping would help the brands make an impact in the global market and reduce investment costs. One plan is arrange roadshows abroad.

Matina did not have to design a separate collection for selling abroad, she said. Instead, the brand will select from its collections that currently sell in Thailand.

In the domestic market, the four brands will continue to sell their products separately. They have their own outlets, but in building awareness of Bangkoksmiths, they have some products selling at the GEO Shop in Sukhumvit Soi 55 (Soi Thonglor) in Bangkok.

Matina said the group had introduced new brands of the same high quality as the first four brands.

Kathathong said the export value of fashion jewellery was US$3.6 billion (Bt119 billion) in 2006 and surged to $5 billion last year, which was higher than the target of $4.3 billion. Fashion jewellery ranked among the top five export industries.

Switzerland, Hong Kong and the US are the three biggest markets. However, since the US economy ran into trouble

last year, the DEP has helped manufacturers to seek new markets.

Kathathong said the strong points of Thai fashion jewellery were unique designs and delicate workmanship.

Nitida Asawanipont

The Nation