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History

2017
2012
2012

2012 – 2017: RESTRUCTURE TO DEVELOP AND CONSERVE

Determine the need to restructure operations apparatus for Sustainable Development, in 2012, PNJ hires foreign consultants to standardize the management system according to international standards. Before inviting experts to advice, PNJ has organized many workshops to affirm the necessity of change. PNJ realizes bad issues hindering the development. Then they draw conclusions to change in order not to fall behind.

On 18/10/2012, PNJ starts using the new jewelry factory after 18 months under construction. With the investment up to VND 120 billion, this factory is supposed to be one of the biggest jewelry factories in Asia. It can reach the capacity of 4 million items per year.

In 2013, there are many significant milestones in the brand development strategy of PNJ. On 12/01/2013, PNJ open the biggest center in Vietnam for jewelry, diamond and watch at 52A- 52B Nguyen Van Troi, Phu Nhuan district, Ho Chi Minh city.

On 10/09/2013, PNJ Silver officially re-positions its brands and launches the new brand identity with the modern purple of “The world She shines” and the breakthroughs in the development strategy. Simultaneously, PNJ gold jewelry announces new message “Honoring the true value” for the purpose of honoring golden values, the noble qualities of women in modern society in harmony with the traditional values of Vietnam women.

In 2014, PNJ open a series of jewelry center in many provinces with nearly 200 branches in Vietnam. Superior business results of 2014 is the success of restructuring to grow substantially, give PNJ a chance to become one of leading jewelers in Asia and the best in Vietnam.

 
2009
2009

2009 – 2011: OFFICIALLY LIST SECURITIES AND TRY TO GROW SUBSTANTIALLY

On 03/2009, PNJ share is officially listed at HOSE, which increase its charter capital to VND 400 billion. 08/2009 Company Limited Fashion CAO was established with the addition of watch trading business from world-renowned brands in the PNJ branch system. Moreover, PNJ is the sponsor for Miss Earth 2010 in term of jewels. With 142 branches, PNJ has the largest branch system in Vietnam jewelry industry.

In 2010, PNJ is recognized as the national brand by the Government and awarded the golden prize of National Quality. In addition, PNJ is one of three Vietnamese companies awarded the prize of Asia Pacific Quality. Plimsoll announces that PNJ is ranked 16th among the top 500 largest jewelry companies in the world. PNJ is the only Vietnamese company included in this chart.

On 03/2011, PNJ start the construction of the most modern jewelry factory in Vietnam. Simultaneously, PNJ constantly upgrades the scale of distribution system and inaugurates headquarters as well as jewelry centers in Kien Giang, Binh Duong, Bien Hoa, Hanoi…

 
2005
2005

2005 – 2008: RE-LAUNCH THE BRAND AND DEVELOP LUXURY PRODUCT LINE

In this state, PNJ earns the strong development on all aspects, especially in term of branding and developing new products. PNJ re-launches PNJ Silver with new look and launches a premium trademark CAO – Fine Jewelry. Moreover, PNJ is the sponsor for Miss Universe 2008 in term of jewels and crown.

On 03/04/2008, PNJ officially changed the new logo to celebrate the 20th anniversary of the establishment and development. The new brand identity is more professional image, more modern to meet the challenge in the next journey.

In 2007, PNJ is ranked Top 200 Largest Enterprises in Vietnam by United Nations Development Program (UNDP) and awarded the Third Independence Medal by the President.

 
2001
2001

2001 -2004: PROMOTE BRANDING AND EQUITATION

In 2001, The brand PNJSilver officially launches to meet the needs of young people. Besides, PNJ continues to develop PNJ gold jewelry with really big marketing campaigns sponsored by the World Gold Council.

On 02/01/2014, PNJ changed into a new type of business: Joint Stock Company, under the full name Phu Nhuan Jewelry Joint Stock Company. At that time, PNJ is awarded Top 500 Retailer Asia Pacific and First Labor Medal.

 
1993
1993

1993-2000:EXPAND BRANCHES AND PRODUCT LINES

In 1994, PNJ Hanoi branch establishment, which is the start of the strategy to expand branches around Vietnam later such as Da Nang branch opened in 1998, Can Tho branch opened in 1999. PNJ’s distribution system is constantly expanding.

This period also states the performance of PNJ in term of professional branding. Not only spreading nationwide, PNJ also exports to foreign markets. After a few years since its founding, PNJ jewelry brand quickly dominate the market, consumers trust and its prestige with honors and awards achieved: Certification of “Vietnam High Quality”, Third Labor Medal, Second Labor Medal and Certification of System Quality Management at the standard of ISO.

 
1988
1988

1988–1992: ESTABLISH AND DETERMINE STRATEGY

On 28/04/1988, Phu Nhuan Jewelry Trading Store was founded under the People’s Committee of Phu Nhuan District. The prematureness of Vietnam jewelry industry and the limitations of the market are the major challenges that the first 20 people founded the PNJ have to pass.

In 1992, PNJ officially named Phu Nhuan Jewelry Joint Stock Company after twice renaming from “Phu Nhuan Jewelry Trading Store” and “Phu Nhuan Jewelry, Fine Arts and Currency Exchange Company”. PNJ’s strategy is to become a professional jeweler. At that time, PNJ also expand the business by founding the Dong A Bank with 40% equity ratio.