Luxury Jewellery in Thailand

PROSPECTS

Luxury costume jewellery is perceived as an affordable premium option

In luxury jewellery in Thailand, luxury costume jewellery is growing at a faster pace than luxury fine jewellery. Many Thai consumers tend to be luxury-seeking, but also price-sensitive.

Luxury jewellery benefits from social occasions

While luxury jewellery is unlikely to be bought on a frequent basis, purchases continue to be supported by the demand for gift products and social engagements and special occasions. The wearing of jewellery is compulsory for social events like weddings and engagements.

Custom-made jewellery offers a way in

As branding is set to remain very important to consumers when purchasing luxury jewellery, certain luxury brands offer luxury fashion jewellery with a combination of non-precious metals, such as semi-precious gemstones or synthetic materials. Some consumers like the designs of fashion jewellery, but want their items to be made with precious metals and gemstones, such as white gold, platinum, real pearls and diamonds.

COMPETITIVE LANDSCAPE

Swarovski Thailand leads luxury jewellery

Swarovski Thailand continued to lead the category in 2017. The company’s accessible pricing, compared with branded rivals, ensures Swarovski’s popularity as the entry-level luxury brand for consumers.

Cartier uses strong marketing to lure consumers

Cartier is a coveted brand in luxury jewellery. Brand heritage and simplicity of product design, especially for signature items, are highlighted by Cartier.

Pandora differentiates through classic and customised items

Charm and personalised bracelets remain popular as unique luxury jewellery under the coveted Pandora brand. Pandora concentrates on young-to-middle-aged consumers.

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