What drove Cao Thi Ngoc Dung to build a brand for PNJ happened in around 1995. At that time, Dung was waiting at an airport and saw a woman with a beautiful necklace. Dung asked the woman where she bought the necklace and she replied that her husband bought it in Dubai. And the woman was very surprised when Dung turned over the tag, which says the necklace was made by PNJ. 

“I suddenly realised that if PNJ continued making good products but not building a brand, then no Vietnamese would know about it. So starting from 1995, PNJ began its brand building journey in a rigorous manner,” shared Dung.

According to Dung, building a brand is not an overnight undertaking but requires a process, just like raising a human. She emphasised that building a brand is not just creating a label but requires a whole strategy.

After 35 years of construction, PNJ has become the leading enterprise in Vietnam’s jewellery industry by providing consumers with sophisticated and classy products with value in terms of Material - Aesthetics - Spirituality/Emotion.

PNJ focuses on the market and consumers, deeply understanding needs, tastes, and outstanding trends in addition to connecting with target customers and constantly pioneering to make a difference. This is the guideline in the product strategy at PNJ.

Putting consumers at the heart, PNJ owns a portfolio of jewellery and accessories products diverse in types, designs and prices, always aiming for the highest reputation in product quality, such as gold of sufficient age, of sufficient weight, or the highest quality diamonds, with clear inspection papers.

PNJ is the leading jewellery manufacturing unit in Vietnam with advanced production processes and a team of skilled jewellers. In addition, PNJ also holds strengths in experience, large-scale production lines, technology application in production and operation, combined with transparent and synchronised business policies nationwide, which is solid leverage to create products that meet national brand standards.

To become the leading brand in the Vietnamese jewellery industry, over recent years, PNJ’s board of directors has continuously promoted the process of regenerating the company and repositioning the brand. In recent years, PNJ's branding activities have also created new impressions.

Through changes in brand strategy, PNJ has created needs and oriented customers' consumption habits during special holidays throughout the year, such as “Exchanging moments, marking a lifetime”, notably with the MV “I do”, featuring singer Duc Phuc and the band 911, and subtly spreading the value of the sacred proposal moment.

PNJ also made an impression on Vietnamese Family Day with the campaign "Wear more, touch more", incorporating a message through the MV, touching the feelings of love expressed by singer Truc Nhan.

PNJ has also promoted brand recognition in markets with room for growth through “Jewellery Journey through Vietnam - Radiant beauty in daily life” to bring the PNJ jewellery brand closer to customers and honour the colourful beauty in daily life, inspiring each person to always believe in their own beauty.

With PNJ, corporate culture has been built since the first days of its establishment, constantly innovated and developed to become the foundation and create motivation for PNJ to be steadfast on the chosen path. The position of the best enterprise in the jewellery industry in the Asia-Pacific region is one of the proofs of the achievements that corporate culture has brought.

Over the past 35 years, PNJ has always considered people to be the most valuable asset of the business. In 2021, when the whole country faced difficulties, PNJ was famous for the values of love, including mutual support and care for relatives and families of officials and staff, as well as the salary regime and other aspects of life. Vaccination activities for the staff were deployed quickly and safely, increasing coverage in the enterprise.

PNJ considers salary and remuneration policies to be the most effective investment factors. Working at PNJ, each member will receive a salary and bonus commensurate with their abilities and competitive with the market. PNJ has always focused on rewarding individuals and units with excellent achievements to motivate its staff to make contributions to the overall development of the company.

PNJ has been constantly opening training and human resource development programmes to improve skills and knowledge to meet all requirements and adapt to challenges at work while helping each member to firmly achieve their career goals.

Through mass organisations, many activities aimed at workers have been organised regularly, meeting the demand for health care, improving the material and spiritual life of workers and developing pride and cohesion among members.

A famous brand needs to have great influence and spread in the community. At PNJ, corporate culture has always been renewed to adapt to each stage of development and support each step of the business to promote PNJ to contribute more value to the community and human development.

In recent years, PNJ has further promoted corporate social responsible (CSR) projects. The ‘Enhancing awareness of children with autism in Vietnam’ project, initiated by PNJ in collaboration with the National Fund for Vietnamese Children, has now entered its 5th year and has gained much positive progress. It has also received great attention and support from state agencies and the community. The project is among PNJ's efforts to help children with autism integrate into the community and enjoy a normal life like other children.

Through its ‘Home of Faith’ programme, PNJ has brought spacious new homes to people in difficult circumstances throughout Vietnam, having handed over nearly 500 social houses which were funded by PNJ staff members. The funding comes from the ‘Pink Brick’ programme, which calls for salary contributions from PNJ officers and employees as well as financial contributions from philanthropic individuals and organisations.

In particular, the ‘zero-VND’ mini supermarket model which was launched during the COVID-19 pandemic has now become a “key and essential activity” benefiting hundreds of thousands of disadvantaged people during Tet (Lunar New Year) Festival each year. After 4 years of operation, the model has welcomed more than 200,000 disadvantaged people. More than 100 billion VND has been mobilised from benefactors and sponsors’ contributions under the model. Nearly 100 ‘zero-VND’ mini supermarkets have been opened across the country in both online and offline formats.

Achieving the national brand title is not only a recognition of the persistent efforts of an enterprise throughout its operation, but also acts as a driving force and a launching pad for them to make breakthroughs in the international market, thus contributing to promoting Vietnam's retail industry to the world.

Enterprises still maintain their focus on domestic market development in parallel with building strategies, promoting existing strengths as leverage, consolidate the image of a high-end brand, the pinnacle of Vietnamese jewellery, pioneering to conquer the world with the vision of becoming the leading company in the Asian jewellery industry in jewellery making and retailing products that honour beauty.

In addition, participating in the programme is a process for businesses to comprehensively evaluate their activities, production and business results and branding strategies through a system of criteria to achieve national branding; Pursue the core values of the programme: Quality - Innovation, Creativity - Pioneering capacity. This is the strategy that any Vietnamese business wants to aim for, in order to develop sustainably, affirm the brand value of domestic businesses and reach the international level.

International markets, especially Northern European countries, are extremely strict markets in terms of product standards with strict evaluation by leading industry experts. Currently, PNJ has exported jewelry to 14 countries (England, France, Denmark, Switzerland).

PNJ has excellently achieved the standards and trust of international appraisers because of two major factors: Firstly, PNJ commits to gold content and golden age; and secondly, PNJ enhances its competitive advantage by implementing the ESG strategy.