Southeast Asia's oldest english-language trade journal on the international gems and jewellery community

It is a pleasure for the Bangkok Gems & Jewelry Magazine to have the opportunity to interview Mr. Suttipong Damrongsakul, President of the ASEAN Gems and Jewellery Trade Association (AGJA). We are excited to gain insights into his perspective on the jewelry trade industry and to explore AGJA's broader vision and strategic goals. Can you tell us a bit about your background and how you came to be involved with AGJA? I have been involved in the gemstone and jewelry industry since 1995 as the Managing Director of Gemopolis, a position I hold to this day. Managing Gemopolis has allowed me to meet and interact with investors, entrepreneurs, and producers and traders of gemstones and jewelry both domestically and internationally. This has led to the development of strong relationships within the industry, creating friendships and trust over time. Discussions among various stakeholders in the gemstone and jewelry sector, including trade associations, organizations, institutes, and businesses across the ASEAN region (10 countries) and 10 additional countries outside ASEAN, led to the consensus on establishing an international central organization. This organization aims to create connections, foster cooperation, and enhance production, trade, and investment among members. Consequently, the ASEAN Gems and Jewellery Trade Association (AGJA) was established in 2018.

What motivated you to take on the role of President of AGJA?

The consolidation of AGJA's members highlighted the strength and recognition of Thailand’s jewelry industry and led to the request for AGJA's headquarters to be located in Thailand. I believe that the gemstone and jewelry industry in ASEAN is poised for growth and can develop into the world's central hub for production and trade (World Hub). I see AGJA as a crucial tool in uniting, strengthening, and growing the jewelry industry in Thailand and ASEAN, which is why I decided to take on the role of AGJA President from the beginning.

How do you plan to strengthen unity and collaboration within the ASEAN gem and jewelry sector? The AGJA member consolidation stems from a shared commitment to developing and strengthening the ASEAN gemstone and jewelry industry. The plan includes collaborative activities such as:

• Collecting cooperation and developing the industry between AGJA and non-ASEAN members, including countries like China and Hong Kong.

• Promoting trade and marketing through participation in major fairs such as CIIE and the Beijing Fair under the AGJA Pavilion.

• Participating in ASEAN members' events and organizing activities for personnel development in collaboration with CCI/Srinakharinwirot.

• Working with DITP and GIT as part of the Bangkok Gems organizing committee, bringing in buyers and visitors from abroad to view the events.

• Hosting seminars, BIZ Forums, and summits with key members from ASEAN and beyond to exchange information, knowledge, and foster business connections (BIZ Matching) during the Bangkok Gems event.

• Informa Market proposed co-hosting the ASEAN+ Jewellery and Gems Summit with AGJA during JGAB in mid-year.
  

What are the main goals you hope to achieve during your tenure as President? My goal for AGJA is to become a central hub linking the ASEAN gemstone and jewelry industry with other members outside ASEAN and other regions. Additionally, I aim for AGJA to be a key tool in developing, growing, and strengthening the ASEAN jewelry industry, making ASEAN the most significant global production and trade center.

How does AGJA differentiate itself from other trade associations in the gem and jewelry industry? AGJA differs from other associations in Thailand by being an International Association with three types of members:

• Trade associations and organizations in the 10 ASEAN countries, plus 10 countries outside ASEAN.

• Companies involved in production and trade from countries such as China and the UK.

• Companies based in Thailand. AGJA has a Secretariat Office in Shanghai to oversee the market and collaboration activities with China. AGJA also has a Representative Office in Hong Kong located at the Hong Kong Jewellery & Jade Manufacturers Association (HKJJA).
  

Can you provide examples of how AGJA has successfully facilitated trade information exchange and international linkages? AGJA organizes seminars, BIZ Forums, and conferences in Shanghai, China, and Istanbul, Turkey. Participation includes meetings organized by members in major gemstone and jewelry hubs in China, such as Shanghai, Guangzhou, Panyu, Hainan, and Kunming.

What role does AGJA play in supporting the long-term viability of the gem and jewelry industry? AGJA aims to be a robust and continually growing central organization. Members from both ASEAN and beyond will use it as a platform to create connections, collaborate closely on trade, build a strong supply chain, and support members effectively.

What are the biggest challenges currently facing the ASEAN gem and jewelry industry? The gemstone and jewelry industry falls into the luxury goods category and is highly sensitive to:

• Global economic fluctuations, with major markets (USA, Europe) slowing down.

• Tensions, conflicts, and wars.

• Rising prices of key raw materials like gold and silver. These challenges are significant for ASEAN, as the region is predominantly a manufacturing and exporting hub.
  

Are there any emerging trends or opportunities in the gem and jewelry market that AGJA is focusing on?

China and the Middle Eastern countries, along with intra-ASEAN trade, are pivotal areas of focus. How does AGJA support member organizations in organizing international conferences and exhibitions?

Participate as an organizer of conferences and exhibitions with member organizations, bringing in participants from other countries and promoting through AGJA's media and network What strategies does AGJA use to establish and strengthen rapport between gem and jewelry companies across member nations?

Conduct roadshows, exhibitions, conferences, forums, and BIZ Matching events. Can you elaborate on how AGJA assists members with understanding and navigating tax laws and other regulatory issues?

AGJA collects information on legal tax regulations and guidelines from member countries, providing an additional contact channel for members to connect directly with representatives or members in those countries. Are there any upcoming projects or initiatives that AGJA is particularly excited about?

Include AGJA members in CIIE under the AGJA Pavilion and organize a conference/forum in Hong Kong in 2025.

How does AGJA plan to enhance its role as a hub for business intelligence and industry collaboration? Provide access to information and knowledge sharing among members through AGJA’s online platforms.

What new strategies or programs is AGJA considering to expand its influence both within ASEAN and globally? Participate in exhibitions under the AGJA Pavilion in new markets, such as the Middle East.

What has been the most rewarding aspect of your role as President of AGJA? Strong support and collaboration from all member groups, both within and outside ASEAN, as well as AGJA's co-founders, is crucial. The shared vision among AGJA’s executives, both domestically and internationally, is to establish AGJA as a central hub for collaboration, connectivity, and industry development. How do you envision the future of the ASEAN gem and jewelry industry, and what role do you see AGJA playing in that future?

I believe ASEAN will become a major global market for gemstones and jewelry in the near future. ASEAN’s strengths include a strong manufacturing base with extensive experience and important raw material sources. ASEAN entrepreneurs are transitioning from OEM (Original Equipment Manufacturer) to ODM (Original Design Manufacturer) to create their own brands. This shift will enable competitive cost structures in other markets. ASEAN, with over 600 million people, represents a large market. Each ASEAN country is focused on economic, social, and political development, with continuous public investment. The growing middle class and ongoing growth drive demand in the fashion sector, including gemstones and jewelry. What advice would you give to new businesses or entrepreneurs entering the gem and jewelry sector in ASEAN?

New entrepreneurs should invest in product design, branding, and using online platforms for marketing and sales. Investment in manufacturing facilities should be minimized, focusing instead on co-production systems or capable manufacturers, understanding market demands, and providing excellent service. How can individuals or companies interested in joining AGJA benefit from membership?

Benefits for AGJA members beyond participating in marketing activities include:

• Expanding business networks (BIZ Networking, BIZ Marketing).

• Connecting with trade associations, organizations abroad, and sources of raw materials.

• Access to industry information, market data, and member-specific benefits.
  

What message would you like to share with the members of AGJA and the broader gem and jewelry community? Enhancing competitiveness is crucial:

• Adapting organizations to global economic, social, and political changes.

• Adjusting product formats, technologies, and readiness to use modern marketing tools (Digital Platforms, Online Marketing-Sales).
  

How can people get in touch with AGJA or learn more about its activities and initiatives? Website: https://www.agja.biz/Headquarters located at GEMOPOLIS INDUSTRIAL ESTATE, 38th Floor, IGS Building, Soi Sukapiban 2, Soi 31, Sukapiban 2 Road, Dokmai Sub-district, Prawet District, Bangkok, Thailand. Contact: Ms. Nam-Aoi Bucha (Association Manager) Email: manager.agja@gmail.com Mobile: +661 987 9994