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PRIMA Makes a Major Rebranding to Celebrate the 27th Anniversary and Expand Customer Base,

Introducing New Managing Director 
and Snapping Up ‘Bella’ as Its First Presenter

Prima Gold International Co., Ltd., the brand of gold jewelry of 99.9% gold purity (24K), premium diamond jewelry and high-quality gold handicrafts created from 99.9% pure gold, makes a major rebranding in 27 years with aggressive marketing strategy. The company has poached high-profile Chanvit Khieonavavongsa for its new managing director and aims to be Thailand’s No. 1 fine jewelry store. It also snaps up ‘Bella-Ranee Campen’ for its first presenter to build brand awareness, hoping to expand customer base with a sales target growth of 20% in the second half.
Mr.Chanat Sorakraikitikul, Director of Prima Gold International Co., Ltd., discloses that Prima is a worldwide leader in 99.9% pure gold jewelry, diamond jewelry and gold handicrafts which has a long history. With high quality as well as designer team and masterful gold craftsmanship, the brand has been trusted and accepted throughout the past 27 years. At present, the company has more than 70 stores nationwide. But with a rapid change in trend and new innovation, together with more variety of consumer needs, the company has poached a new executive to join and made a major rebranding with a marketing budget of over 50 Million Baht to revamp the brand, build brand awareness and create a bond between the brand and various target group. The company also launches ‘Bella-Ranee Campen,’ the first brand ambassador of Prima, to represent an image of new age woman who creates value with capability, confidence and success in accordance with Prima’s essence, ‘Precious Moment.’
    Mr.Chanvit Khieonavavongsa, Managing Director of Prima Gold International Co., Ltd., says that fine jewelry in Thailand currently has market value of more than 72.3 Billion Baht. Gold and diamond jewelry market in particular has value of around 5.2 Billion Baht, of which Prima represents a market share of about 15-20%.
     In addition to product’s strength of Prima which is a subsidiary of Pranda Jewelry Public Company Limited, the world’s leading designer and manufacturer of fine jewelry, Prima Gold’s marketing plan will focus on building the brand under, ‘PRIMA,’ to be a trustworthy leading jewelry brand and enhancing customer services with points of sale in a wide coverage, together with after-sale services in response to consumer needs. The company will also aim to expand customer base in wider scope to cover new generations with brand communications and products that meet the lifestyle of new generations.
The highlight jewelry sets this year comprise 4 collections of 99.9% pure gold jewelry including Mono Chic, Siam Panarai, Vandeae and Queen Cattleya; 3 collections of diamond jewelry- Twist, The Love Facets and Elite; and 3 collections  of 99% pure gold handicrafts gifts and decorative artworks- Luxe Collection, Noble Collection and Deluxe Collection.
Products and promotions are available at all Prima stores. Please contact 02-745-6111 or www.primagold.co.th