Gems Gallery targets rising tourist market
Company’s lifetime guarantee a lure
Gems Gallery’s lifetime guarantee, which it has been offering since 1987, is helping it snatch market share in the rapidly expanding foreign tourist segment, says chief executive Phattaraphon Hongsrisook.
Gems Gallery derives most of its revenue from incoming tourists, many coming through tour packages.
“We also have a few Thai customers who learn about the store through word of mouth, mainly family and friends,” he said.
Gems Gallery is sometimes the only jewellery store on tour schedules, in part because of its lifetime guarantee policy.
“We’re one of the few in the market to offer a 100% full refund for jewellery purchased in the store. As long as the piece is not modified or very damaged, customers can receive its original retail value in cash,” said Mr Phattaraphon.
Customers can return a purchase if they are no longer happy with it, but less than 1% do so. Returns can also be made through the post, but clients have to prepare the appropriate documentation to avoid customs taxes.
Gems Gallery works with 90% of travel agencies. The brand is especially popular with American tourists thanks to the store’s informational tours, he said.
The store’s 2,000 staff are proficient in 17 languages, including Mandarin, Cantonese, Korean, and Vietnamese.
Mr Phattaraphon said the company serves more Chinese tourists than in the past because Chinese tourists represent a larger proportion of overall arrivals.
Gems Gallery operates outposts in Bangkok, Phuket, Chiang Mai and Pattaya.
The company has most of its pieces completely handmade. While the craftsmanship is completely done in Thailand, Gems Gallery imports diamonds from South Africa and rubies from Myanmar.
Gems Gallery was founded in 1987 in Bangkok. The brand was the first to expand to Phuket six years later. The Phuket location has continued to expand since 2012, and includes an aquarium and an informational “dark ride”.
It was the first jewellery store in Thailand to receive ISO 9002 in 2000, and the first to receive the ISO 9001 in 2008, he said.
‘‘ We’re one of the few in the market to offer a 100% full refund for jewellery purchased in the store. PHATTARAPHON HONGSRISOOK Chief executive