The article highlights a growing trend among luxury jewelry brands to openly embrace “Made in Asia” labeling, particularly for items manufactured in Thailand. Companies like Georg Jensen moved their jewelry manufacturing to Chiang Mai, Thailand, as early as 2003 due to the area's deep-rooted craftsmanship. This shift reflects a changing consumer preference for quality and transparency over the traditional “Made in Italy” or “Made in France” labels, which were once considered badges of superiority.
Several factors contribute to this trend, including the high-quality craftsmanship available in Asian countries such as India, Thailand, and China, along with more competitive manufacturing costs. Valery Demure, a jewelry business consultant, often advises clients to move production to these regions if they face high costs and lower margins. For instance, Sheherazade Goldsmith, co-founder of Loquet, moved her production to Thailand and then China due to the affordability of manufacturing.
Asian countries have a long history of jewelry making and have recently produced globally recognized designers like Feng J from Shanghai and the Bangkok brand Kavant & Sharart. Annoushka Ducas, founder of Annoushka, recognized the potential for accessible fine jewelry manufacturing in Asia three decades ago. She notes that workshops in Hong Kong excel in color grading and setting, offering micro-pavé at a price unattainable in Europe. Thailand, specifically Bangkok, further benefits from being a crucial trading hub for colored gemstones and having a large pool of expert gem carvers, attracting designers like Bibi van der Velden to set up studios there.
This shift is also driven by consumer demand for transparency and ethical provenance. Younger creators are purposefully choosing Asian countries to incorporate specific styles and support developing communities. While some European jewelers still prioritize domestic production, a growing number are transparent about their “Made in Asia” credentials, signaling a broader acceptance and appreciation of Asian manufacturing capabilities in the luxury market.
