Decoding the Vision of 5 Next-Gen Leaders: JGAB New Gen Driving Thai Gems and Jewellery Towards the Global Stage
Thailand, 2nd Apr 2026 – At a time when the gems and jewellery industry is no longer competing solely on craftsmanship and quality, it is being reshaped by rapid technological advancements, evolving consumer behaviour, and the emergence of new markets. In this changing landscape, a new generation of leaders has become a key driving force behind the industry’s next phase of growth..
This transformation is clearly reflected in Jewellery & Gem ASEAN Bangkok 2026 (JGAB) an event that goes beyond a traditional trade exhibition. It serves as a strategic platform where Thailand’s industry transformation is showcased on the global stage.
The presence of “New Gen Exhibitors” at JGAB 2026 is not merely about succession in family businesses. It represents a new wave of entrepreneurs facing increasingly complex challenges—preserving business heritage, navigating volatile global markets, and expanding opportunities in a highly competitive environment.
This year, JGAB highlights transformation across the entire supply chain—from gemstones, silver, and fine jewellery to lab-grown diamonds and manufacturing technologies. While each segment faces unique challenges, they all share a common question:
The Pressure of Global Taste: When Branding Equals Product Quality
In the gemstone business, maintaining product standards alone is no longer sufficient.
J & Sons Gems Co., Ltd. emphasises that next-generation entrepreneurs must understand global market dynamics and elevate their businesses from being quality-driven to becoming brands with distinct identities and clear value propositions. Design, quality, and brand image must work seamlessly together to create differentiation in an increasingly competitive market.
“Today’s market is no longer judged by product quality alone, but by what a brand represents in the eyes of customers. New-generation entrepreneurs must integrate product development, design, and brand communication to establish a strong global presence.”
Heritage Meets Modernity: Blending Legacy with Modern Management
In the silver jewellery sector, Piyapoom Jewelry Co., Ltd., led by Vipawin and Vichawin Hongsrichinda, demonstrates that transformation begins internally—not externally.
As Sales & Marketing Executives, they believe family businesses can only grow by selectively preserving valuable traditions while adapting what no longer fits. Organisational restructuring, technology adoption, and market expansion are key to maintaining identity while enhancing competitiveness.
“Piyapoom is moving forward by blending traditional values with modern management. Restructuring, new workflows, and technology adoption are essential to ensure Thai silver jewellery continues to succeed in both local and global markets.”
Balancing Trust and Newness: Evolving Legacy for New Generations
For R Jew Diamond Co., Ltd., represented by executive Pasinee Jiemcharoenying, the challenge lies in balancing long-established trust with modern brand appeal.
Insights gained from studying Italy’s jewellery market highlight the importance of product development, design, and brand communication—while maintaining credibility built over decades.
R Jew focuses not only on selling 18K gold and fine jewellery, but also on delivering “peace of mind” through careful sourcing, direct imports from Italy, and strict quality control.
“Our challenge is balancing a 30-year legacy of trust with a refreshed brand image that appeals to younger customers. Jewellery today is not just about products—it’s about trust, transparency, and confidence.”
Defining the New Luxury: Brand and Innovation as Key Drivers
At My J Co., Ltd, the challenge is not choosing between tradition and innovation but aligning both effectively. Executive Anonchai Jaturanon emphasises that the role of the new generation is to introduce fresh perspectives without compromising the expertise and standards built over time.
The strategy focuses on continuous product development, brand building, and market expansion to ensure sustainable growth aligned with rapidly changing consumer behaviour.
“The challenge is not to replace everything, but to move forward while preserving the expertise and standards we’ve built. Sustainable growth comes from maintaining strengths while embracing new ideas.”
The Grit of Transformation: Technology as the Core of Sustainability
Khunnapap Jewellery Supplies takes a clear stance: businesses can no longer remain simply product suppliers. Founder and Managing Director Hesam Kazemini highlight that growth depends on continuous development in technology, customer understanding, and problem-solving capabilities.
The company is evolving from a traditional trading business into a total solutions provider, integrating machinery, tools, materials, and technical support to enhance long-term competitiveness.
“Today’s challenge is having the grit to continuously evolve—adapting to new technologies and rising expectations. Customers are no longer looking for suppliers, but partners who truly understand their production processes.”
JGAB 2026: A Strategic Platform Towards an ASEAN Hub
“JGAB 2026 is more than a trade exhibition—it is proof that Thailand’s new generation is ready to position the country as a key hub in the global gems and jewellery industry.”
This shared vision from next-generation leaders reflects a strong commitment to driving Thailand’s jewellery industry towards greater global prominence.
Jewellery & Gem ASEAN Bangkok 2026 (JGAB) will take place from 22–25 April 2026 at the Queen Sirikit National Convention Center.
Visitor registration is now open at: www.jewellerygemaseanbkk.com
Public Relations Agency
FOUR HUNDRED Co., Ltd.
Media contact: Ms. Thunchanok Phangana
Email: Thunchanok@4h.co.th | Tel: +66 96 415 1543
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Organization: FOUR HUNDRED Co., Ltd.
Contact Person: Ms. Thunchanok Phangana
Website: https://www.jewellerygemaseanbkk.com/2026/en/index.asp
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Country: Thailand
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