Made in Vietnam

Luxurious and subtle PNJ-brand jewelry

After 30 years, Phu Nhuan Jewelry Company, with the brand name PNJ, is known for its subtle and elegant jewelry, taking the lead nationwide in a new and creative trend in this field. PNJ products are diverse in gold, and rich in gems, which have brought the beauty, elegance and superior rank to Vietnamese consumers.
Phu Nhuan gold and silver trade shop was established on April 28, 1988. In 1992 , it was developed into the Phu Nhuan Gold and Gems Company with the strategy to be a professional producer and trader in this field. In the late 1990s, the company opened branches in Hanoi, Da Nang and  Can Tho, which marked the company’s imprint in confirming its PNJ trademark at home, and the beginning of exporting its products abroad.

In 2012, the company established the PNJ Jewelry Enterprise and further invested in, and upgraded its jewelry distribution network and trading centres to become the most modern and large-scaled ones in the provinces of Kien Giang, Binh Duong and Dong Nai, and in Hanoi and Da Nang. The PNJ Enterprise, with an investment capital of 120 billion dong  (roughly 5.45 million US dollars) can produce over 4 million products per year, and is one of the biggest jewelry manufacturers in Asia.

Dang Thi Kim Lien, Head of the PNJ Design Department, said that currently her department can design about 224 pieces per month. PNJ design work reflects the company’s profession with creative and dynamic designers, who have won many awards at regional and international jewelry design competitions. From an initial idea, the pieces are produced with the designers’ inspiration. The samples are first designed in two- and three-dimensional models before being made.

Designing team.

PNJ design department designs over 220 pieces a month. 

Designing a three-dimensional model. 

At the manufacturing workshop of PNJ Jewelry Enterprise. 

Skilled jewllers of PNJ. 

Casting gold.

Rough shaping.

Checking product quality.


According to Nguyen Thanh Phuc, Head of the PNJ Department for Research and Development, it takes about 20 steps to complete a piece of jewelry,  each of which has its own importance to turn out a subtle and perfect product with PNJ uniqueness.

Visiting PNJ Jewelry Enterprise, we witnessed the entire process of making jewelry by skilled and professional jewelers. From the designed sample, it is printed into a three-dimensional model, then a plastic draft shape is made for each product. From the draft shape, a plaster mold is formed before the plastic shape is melted to become a hollow mold, from which a piece is made. In each step, the artisans work carefully and with devotion. Their efforts are well received when each piece of PNJ jewelry shows off its unique and elegant beauty, very fashionable and modern, which satisfies the different tastes of the customers.

PNJ jewelry helps embellish its customers’ beauty, making them proud of having such valuable products. PNJ is a leading trademark in developing “Gifts for Customers” products, aimed at highlighting the true value of each product, and at the same time enhancing the good virtues and characters of its owner.

Mention PNJ jewelry, and any jewelry lover knows about the PNJ famous wedding jewelry collection, the “Golden Happiness”, and other sets such as the “Royal Jewelry”, the “Phoenix Jewelry”, the “Mystery Jewelry”, the “Ocean Gems Jewelry”, and the “Five Mountains Jewelry”.

While customers are satisfied with PNJ products as their beauty is embellished, the PNJ trademark has been further confirmed because “it brings pride to customers with subtle products and super quality”.

PNJ products cater to diversified needs of customers. 
Story: Nguyen Vu Thanh Dat - Photos: Dang Kim Phuong

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