The story tells of a company with a unique brand and products that

in just a few years, grew from a local Danish jewelry store into a leading global jewelry company with operations in over 100 countries.

1982-1999: Early Years
It all began in 1982. In a modest little jewelry shop in Copenhagen, Denmark, a Danish goldsmith and his wife began their journey to building their business.

From the beginning, they frequently traveled to Thailand to source jewelry for import. As demand grew, their focus gradually shifted to wholesale to Danish customers.

In 1987, after several years of successful operation, they ceased retail operations and moved to a larger office space. At the same time, the company welcomed its first in-house designer, focusing on creating distinctive jewelry. In 1989, the company decided to begin jewelry production in Thailand.

2000-2011: Building International Footprint
In 2000, the concept of charm bracelets was first introduced to the Danish market. Consumers readily embraced the concept, and driven by growing demand in the following years, the company began expanding internationally, entering new markets such as the US in 2003 (the US is now its largest market) and Germany and Australia in 2004.

In the following years, it rapidly expanded its market share from a Scandinavian platform to an international marketing and sales platform, primarily thanks to third-party distributors and Thailand’s strong manufacturing capabilities.

In 2005, a large manufacturing plant was opened in Gemopolis, a jewelry industrial area outside Bangkok. Since then, we have continued to expand our operations, most recently opening a manufacturing plant in Lamphun Province near Chiang Mai in northern Thailand in 2017; and a AAA-grade factory in Gemopolis in 2018.

Today, we operate and manage with a vertically integrated business model, encompassing everything from in-house design and production to global marketing and direct distribution in most markets. Our products are sold in over 100 countries across six continents.

We employ over 33,000 people worldwide.