Customers choose Style by PNJ branded products at the first Style store at 196 Hai Bà Trưng Street in HCM City’s District. — VNS Photo

HCM CITY — Phú Nhuận Jewelry JSC launched on November 10 its new jewellery and accessories brand Style by PNJ to stay ahead of market trends, creating its new growth driver for the future.

Style by PNJ is a different from PNJ’s existing jewelry and accessories brands in terms of style and fashion trends, but also different from the product lines of other brands available in the Vietnamese market.

Lê Trí Thông, PNJ’s CEO, said in addition to the group of customers who still consider jewelry both for beauty and property, many people, especially young customers, require innovation, style and transformation of jewelry and accessories to express their personality.

They are willing to pay for them, and also relentless seek innovative jewellery and accessories in a variety of designs, materials and product categories.

The Vietnamese jewelry industry is having "an unfulfilled need" from a group of young, rapidly growing customer base, which will most likely become a driving force for the jewelry market in the future.

“We want Style to be the inspiration for young people to discover their own personalities, so that they are themselves and are not influenced by outside trends, losing their own identity.”

Style by PNJ branded products are completely new designs. The products are produced with modern and advanced production technology. Each collection reflects contemporary, diverse lifestyles and styles of many groups of customers. Anyone can own "Style", a representative of PNJ said.

The products come in a variety of colours and materials (gold, silver, high-grade alloys, steel, and leather) and types (rings, earrings, necklaces, bracelets, charm, key chains, glasses, watches and others).

The first Style store is located on the first floor, PNJ Next at 196 Hai Bà Trưng Street in HCM City’s District 1. — VNS