Pranda Jewelry
Pranda Jewelry (SET: PRANDA) is Thailand's listed gem and silver jewellery manufacturer-and-brand-owner. Founded 1973 as a trading company, incorporated 1984, SET-listed July 1990. Group capacity ~4M pieces per year across factories in Thailand (Bangkok, Nakhon Ratchasima), Vietnam, and Indonesia, with around 2,500 craftsmen. Two segments: Production Business (OEM, ~71% of FY2024 revenue) serving US and European customers, and Omnichannel Distribution (~29%) for owned brands Prima Gold (24K flagship), Prima Diamond, Prima Art, Cai, Merii, JuliJ, and Gemondo. FY2024 consolidated revenue THB 2,845M; net loss THB 349M.
Snapshot
Headline numbers a buyer checks first.
Ticker
SET: PRANDA
Listed July 1990
FY2024 revenue
THB 2,845M
FY2024
FY2024 net result
Net loss THB 349M
FY2024
Group capacity
~4M pieces per year
FY2024
Craftsmen
~2,500
FY2024
Production-base mix
71% of revenue (+28% YoY in Q2 2024)
Q2 2024
What this company actually does
Pranda runs two businesses. The Production Business (OEM) serves US and European jewellery brands and accounts for ~71% of FY2024 revenue; this segment grew +28% YoY in Q2 2024 on heightened orders from key Europe and Americas customers. The Omnichannel Distribution arm (~29%) carries the owned-brand portfolio — Prima Gold (24K flagship), Prima Diamond, Prima Art, Cai, Merii, JuliJ, Gemondo — through company stores and authorised retailers across Asia and the Middle East, with India as the visible 2024 growth corridor.[, ]
Manufacturing footprint: factories in Thailand (Bangkok HQ at Soi Bangna-Trad 28 and Nakhon Ratchasima), Vietnam, and Indonesia, with combined nameplate capacity of around 4 million pieces per year and a workforce of approximately 2,500 craftsmen, designers, and technicians. Distribution offices sit in the USA, Europe, and India. Certifications: Responsible Jewellery Council (RJC) member, ISO 9001 (Quality) and ISO 14001:2015 (Environmental).[, ]
Brand portfolio
Flagship brand
Prima Gold — 24K jewellery
Prima Gold is Pranda's premium 24K gold jewellery brand, primarily targeting India expansion with 100+ retail and authorised points. Growth corridor; mid-to-upper market positioning.
Diamond, art
Prima Diamond, Prima Art
Prima Diamond targets middle-upper gem jewellery; Prima Art covers artisanal gold collections. Together with Prima Gold, they form the branded-distribution segment (~29% of FY2024 revenue).
Contemporary brands
Cai, Merii, JuliJ, Gemondo
Contemporary lifestyle and silver jewellery brands targeting younger demographics across Asia and Middle East. Gemondo is UK-based online retailer for Pranda's gem jewellery.
OEM base
Production business — 71% of revenue
Contract manufacturing for US and European jewellery brands. FY2024 production revenue grew +28% YoY (Q2). ~4M piece/year capacity across Thailand, Vietnam, Indonesia.
Pranda vs Thai jewellery export peers
Thai jewellery manufacturers, approximate positioning FY2024
Jaspal (private)
Ticker
Private
FY2024 revenue
Undisclosed
Primary focus
Thai domestic fashion-jewellery
Golden Land (private)
Ticker
Private
FY2024 revenue
Undisclosed
Primary focus
Gold jewellery manufacturing
YLG Bullion (private)
Ticker
Private
FY2024 revenue
Undisclosed
Primary focus
Gold bullion, jewellery retail
| Entity | Ticker | FY2024 revenue | Primary focus |
|---|---|---|---|
| Pranda Jewelry | SET:PRANDA | $82.5M | OEM export, multi-brand retail |
| Jaspal (private) | Private | Undisclosed | Thai domestic fashion-jewellery |
| Golden Land (private) | Private | Undisclosed | Gold jewellery manufacturing |
| YLG Bullion (private) | Private | Undisclosed | Gold bullion, jewellery retail |
Key drivers 2025-2026
US tariff
19% reciprocal tariff opportunity
Thailand 19% tariff vs India 50% creates net OEM substitution opportunity in the US silver-jewellery channel. Watch Q3-Q4 2025 OEM order flow from US brands.
India expansion
Prima Gold India distribution
India omnichannel rollout is the core branded-segment growth driver. 100+ retail and authorised points; gold-jewellery consumption in India is structurally large.
Turnaround
FY2025 profitability rebuild
FY2024 net loss $10.1M; recovery dependent on OEM volume growth and branded-segment India scaling. FY2025 56-1 will confirm trajectory.
Watchpoints
US 19% reciprocal tariff (Oct 2025)
Thailand 19% vs India 50%; net substitution opportunity for Pranda OEM in the US silver-jewellery channel.
FY2025 turnaround vs FY2024 loss
FY2024 net loss $10.1M; rebuild from production-base 28% Q2 growth and India omnichannel scaling.
Prima Gold India expansion
Omnichannel growth concentrated in India distribution build-out; 100+ retail and authorised points.
Capacity rebalance Vietnam/Indonesia
Three-country manufacturing footprint allows tariff and cost arbitrage across Thailand 19%, Vietnam 20%, Indonesia rates.
Related Market profiles
Peers, parents, partners, agencies, and other Jewelry & Precious Metals actors.
Partner
Central Retail Corporation
Prima Gold and Cai retail through Thai department stores and shopping malls including Central Retail venues.
Open Market profile →
Sector peer
Gem and Jewelry Institute of Thailand (GIT)
Thai state gemological institute; provides gem testing, grading certification, and industry education for the USD 12B Thai jewelry export sector.
Open Market profile →
Sector peer
Sindhi Gemstone Cluster Silom Bangkok
Bangkok's Silom-area Sindhi gemstone trading community; a dominant force in Thailand's USD 12B colored-stone and diamond trade.
Open Market profile →
Sector peer
Yaowarat Gold-Shop Cluster (Hua Seng Heng, MTS Gold, Ausiris)
Bangkok’s Yaowarat Road gold-trading corridor, anchored by Hua Seng Heng, MTS Gold, and Ausiris, processing an estimated 30-40 tonnes of gold annually.
Open Market profile →
Sources + data provenance
Every filing, filing-adjacent register, or trusted industry source cited in this profile.
Pranda Reports Q2/2024 Operating Results: Production Business Sales Drive Continued Growth
Pranda Group Brands
Our Business — Pranda Group
Pranda 56-1 One Report 2023
| Source | Publisher | Grade | As of |
|---|---|---|---|
| Pranda Reports Q2/2024 Operating Results: Production Business Sales Drive Continued Growth | Pranda Jewelry Public Company Limited | Primary | 2024-08-15 |
| Pranda Group Brands | Pranda Jewelry Public Company Limited | Primary | 2025-06-30 |
| Our Business — Pranda Group | Pranda Jewelry Public Company Limited | Primary | 2025-06-30 |
| Pranda 56-1 One Report 2023 | Pranda Jewelry Public Company Limited | Primary | 2024-03-15 |
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