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The Vietnamese jewellery maker uses WGSN to maximise resources and create world-class collections

Phu Nhuan Jewelry


Phu Nhuan Jewelry (PNJ) is the leading jewellery manufacturer and retailer in Vietnam.


With the challenge of producing over four million products annually, staying relevant while creating the right product is a top priority for PNJ. Before working with WGSN, the brand spent significant resources on research papers and travel each year.

As the largest jewellery brand in Vietnam, PNJ caters to consumers of all ages. To understand shifts in consumer behaviour, the brand uses WGSN’s Consumer Insights and Macro Forecasts, including the sought-after Future Consumer and Future Drivers reports. These insights, paired with PNJ’s deep understanding of the local market, enables it to create hyper-relevant products that meet the needs and wants of its consumers.


 Phu Nhuan Jewelry

When it comes to product design direction, the PNJ team knows WGSN's Product Forecasts are a trusted source for critical insights on key items, colours, materials and finishes, and the many reports published are a one-stop shop for the trends bubbling up around the world, from New York to Milan and LA to Seoul.


“WGSN covers a wide range of sectors, providing us with a multitude of insights to help with our design process. While it’s important to look at what’s happening locally, we also need to be aware of what’s happening globally - from APAC to Europe to North America - to succeed. And WGSN provides all that information”

Anna Vo, Creative Director, PNJ

With WGSN, PNJ was able to find all the information it needed in one platform, from consumer insights and product forecasts to brand case studies and trade show coverage, helping it to optimise decision-making and save money.


Phu Nhuan Jewelry