Trade promotion agency launches ‘Wonders of Thai Jewels’ global branding campaign
The Department of International Trade Promotion (DITP), Ministry of Commerce of Thailand, announces the launch of "Wonders of Thai Jewels", a new global marketing campaign celebrating the intellectual prowess of Thai artisans behind Thailand's famous high-quality jewellery-making flair.
The campaign aims at creating global awareness and establishing Thailand as the trading hub for the world's gems and jewellery industry.
"Gems and jewellery rank as one of Thailand's most exported products, creating over 664,000 jobs. As a major industry of the country, the government has worked towards making Thailand a gems and jewellery hub and a major jewellery manufacturer, from upstream to downstream," said Phusit Ratanakul Sereroengrit, DITP director-general.
He added: "As one of the world's largest jewellery exporting countries, Thailand has an outstanding tradition of high-quality jewellery production. Global jewellery brands have recognised the skills of Thai artisans, and some have made Thailand their manufacturing base for decades. They have benefited from the strong infrastructure, accessible raw material suppliers and, the most important factor — high-quality craftsmanship from a skilled workforce."
Gems and jewellery making is one of the highest forms of art; Thailand has a long history of gems and jewellery-making dating back millennia. As a result, the country has been a trusted manufacturing base for global jewellery brands for decades, he said.
The "Wonders of Thai Jewels" campaign captures the essence of Thailand's gems and jewellery industry with a series of fashion jewellery films, featuring Aokbab-Chutimon, the internationally acclaimed Thai fashion model-turned-actor, he added.
The campaign highlights the key advantages of Thailand's gems and jewellery industry:
● Heritage – The knowledge of jewellery-making has been passed on from generation to generation.
● Craftsmanship – Thai artisans embody the cognitive abilities to perform sophisticated tasks of high jewellery-making.
● Creativity – Unbounded imagination of Thai designers that makes Thai jewellery unique.
● Audacity - Skills and creative judgement of Thai artisans for gemstone enhancement, polishing and cutting.
● Natural resources – The country's supply of precious materials from pearls to gemstones.
The "Wonders of Thai Jewels" campaign will feature spots across over-the-top media, digital, social media (such as. YouTube, Facebook, Instagram, Weibo) and directly engage with potential buyers across the world via Thai Trade Centre, the overseas offices of the DITP and the Ministry of Commerce.
