Dazzling plans for Jubilee's MAI listing

Jubilee Enterprise general manager Unyarat Pornprakit is working hard to make Jubilee a top brand in the diamond jewellery business.

Unyarat recently announced her plans to have Jubilee listed this year with Pattanasin Securities as financial advisers. The company hopes to seek approval for its listing from the Securities and Exchange Commission within the third quarter.

"My father wants to see changes. He wants the business to grow, instead of just keeping it in the family," she said at a recent press conference. She explained that very few people knew or understood the details about the diamond jewellery business, and that is why her family wanted Jubilee to be listed on the MAI.

"With the listing, we will be required to show every detail of our performance. It will be constantly checked by related authorities, which will promise transparency. At the same time, the public will g et to understand the business, which will enable it to grow further," the 28-year-old executive said.

If everything goes as planned, Jubilee will be the first diamond jewellery business to enter the Thai stock market, a move that will not only strengthen its trustworthiness but will also pave its way in the international arena.

Though the company does not have any targets overseas yet, Unyarat said the company hoped to expand within Asia over the next two years.

Since internal reshuffling is another measure that helps firms achieve international standards, Jubilee separated its sales, finance, quality control and marketing teams last year.

Unyarat has also made major adjustments to Jubilee's designs and plans to release more than 100 new styles under 10 major themes every year. She is also discussing the purchase of rare diamonds with the company's business partners in Antwerp, Belgium, to meet rising demands.

Jubilee holds a 2-per-cent share in the Bt35-billion diamond market, of which Bt20 billion is accounted for by traditional shops, Bt8 billion by diamond counters in gold shops and Bt7 billion by modern trade channels.

With all these efforts, Unyarat expects the company to gain a 50-per-cent increase in sales by the end of this year and its market share to increase to 10 to 12 per cent by next year.

Above all, Unyarat hopes to eventually achieve her goal of making Jubilee a diamond jewellery brand that is comparable to any other well-known international trademark.