Prida Tiasuwan is the founder chairman of Pranda Jewelry PCL. Even before we sat down for our interview, he took me to see what he calls the most important spot in the company’s headquarters, the “35 Years Golden List”, a wall with the names of employees who are honoured for devoting 35 years to help build Pranda Jewelry. As we looked at the list, Khun Prida said, “Our most important resource to sustain our business is our people. If they remain happy, our business can flourish. My aspiration is to see this display that represents employee loyalty grow in the years to come, expanding with the names of more and more of the people who we have depended on to achieve all we have.” Thus, we had already come to the theme of this interview that Khun Prida wanted to discuss, Sustainability.
To start, I asked Khun Prida if he could tell us briefly about his background and the founding of Pranda Jewelry.
“I am the oldest of seven siblings and so was the first to be sent abroad to study for a Bachelor’s degree. I studied business at West London University. While there, I began thinking about what kind of business I could open to help provide a similar opportunity to my brothers and sisters. My parents were involved with restaurants, and we were comfortable, but I knew it would take much more for all my brothers and sisters to be educated abroad.
“You have to remember this was over 50 years ago, and after examining many different sectors, I concluded that the gem and jewellery industry offered enormous opportunity as it was just taking off. I saw it as an up and coming trend. Furthermore, Thailand and its neighbouring countries were known for their mines and access to many different precious and semiprecious stones.
“So, when I returned to Thailand, I got together with my family and decided to establish a company to produce jewellery.”
My next question was why the name Pranda, and Khun Prida explained that the name is actually an acronym formed from the first letter of each of his family members’ names.
The company was established in 1973 under the name Pranda Design Co, Ltd. Just over 10 years later, Pranda Jewelry was founded and in 1990 listed its common stocks on the Stock Exchange of Thailand. The company was then transformed into a public company on 3 June 1994.
I then asked Khun Prida to what he would attribute this growth, and he answered, “That’s simple, kindness and beauty. If you treat your people right, they will treat their work the same. 90% of what they do depends on their joy in their work. And when they put their heart into their actions, it is reflected in the beautiful designs they create and are proud of. It is the same in the manufacturing. They are only satisfied with the very finest end products. This is then how we have sustained our top quality products and services that are customers have come to rely on.
Here again, I heard the word sustain, and so went on to ask, “You have long been an advocate of sustainability, particularly for the gem and jewelry industry. Pranda was one of the first gem companies to support the UN Sustainable Development Goals (SDGs) as well. Could you tell us about this commitment and your advocacy?”
“Let me begin by saying that in 1999, as a Corporate Social Responsibility (CSR) project, I joined with executives of other companies in different sectors to establish the Social Venture Network (SVN) Asia in Thailand as a branch of the global SVN. The organisation’s aim is to act as catalysts for change towards a more just, humane and sustainable world. The former US Undersecretary of the Environment and founder of Word Wildlife Fund (WWF), Russell E Train, contacted us as he was travelling around the world, visiting countries located close to the equator, to give a presentation about climate change and how it was negatively affecting wildlife, reducing their numbers, as well as taking its toll on humans and the environment.
He talked about research that had been conducted over 15 years at an uninhabited island in the Pacific where they had tried to keep all forms of combustion engines away. And still, at the end of the study he presented, the rise of CO2 and other pollutants had been much higher than expected. This this meant air quality was not just one country’s problem, but a world, borderless condition that was damaging the health of wildlife and human beings. We were left shocked and knew we had to act. But how?
“Not long after this, the late Kofi Annan, when he was UN secretary-general, announced the World Global Compact (UNGC), which focused on human rights and the environment as well as giving support for the UN SDGs, Sustainable Development Goals. My group and I then decided, we needed to join in these efforts to save our planet, its people and animals.
“Our goal has been to limit the rise in the average global temperatures to 1.5oC but this now appears to be a goal we will not be able to achieve, especially as Donald Trump has pulled the US out of the Paris Agreement and recently announced an Energy Emergency to push for even more coal mining and energy generation also using petroleum and natural gas. At the same time, he is taking funding away from alternative energies and encouraging the sale of petrol fueled internal combustion engines. America is already the second most polluting country after China, and if the US continues on this path, the world can only suffer more and harsher major natural disasters, like the wild fires and floods occurring around the globe.
“And think, between January and May 2024, 61 deaths in Japan were attributed to high temperatures,and it has been predicted by 2028, because of rising temperatures and lack of water, rice farming yields are predicted to drop by 7% in Thailand and as much as 20% in Vietnam.”
Do you still believe there are ways to rectify these trends?
“Well, everyone needs to recognise these dilemmas, and take action. The UN has set a goal of 45% reduction in emissions by 2030 and Net Zero by 2050. Many countries and companies are trying, even some in the US who are not following Trump’s guidelines.
“I myself have retired from managing Pranda; however, I still remain as an advisor, particularly when it comes to environmental concerns. We have staff assigned to monitor our production, its carbon footprint and thus, energy consumption as well as raw materials and waste, and twice a month we have a committee that meets where we hear reports on the status of our different operations and then discuss how we can improve our performance.
“To begin, we adhere to an ESG policy, which means the best practices for environmental, social and corporate
governance. We have received ISO 14001 certification for environmental management. We have introduced a reverse osmosis water filtration system and will be installing a solar panel system to reduce emissions. We are also encouraging the adoption of biodegradable polybags to stop the use of single-use plastic and for our staff to reduce food waste.
“At the same time, as a member of the Responsible Jewellery Council (RJC), Pranda is involved in recycling gold and silver as well as gems and have set up a “Waste Bank” to recycle materials and equipment whenever possible.
“Pranda also believes strongly in equality and exclusivity, and we do all we can to support our employees and their families as well as society at large. Like I said much earlier, if people are happy, they will help others even more and join in preserving our environment. This also means creating a pleasing, green workplace environment, where our employees are happy when they are at work. Everything, the environment, society and how it all is administered, or following ESG policy, is integrated. So, we must focus on all aspects of work and life to achieve harmony. This is what I have focused on throughout my career and life. I try to lead through example, and I hope others will follow to ensure we have a world for our future generations to also enjoy.”
Do you have any final thoughts you would like to leave with our readers?
“I would just like to encourage everyone to support and promote the United Nations Sustainable Development Goals (SDGs). It requires the efforts of all of us, and we have less than five years to accomplish this monumental task. We, at Pranda, are working very hard to achieve the SDGs associated with Climate Change, Decent Work and Economic Growth, Responsible Consumption and Production, Gender Equality, Peace, Justice and Strong Institutions and, especially, Partnership to achieve all the Goals. There are another seven that are equally as important, and I try when I can to support and promote these as well.
But to achieve these goals, people must give up their greed, live for others as well as for themselves. Without commitment and not just with words but also with action, we will not be able to survive. So, I hope and act and remain optimistic that we, together, can save our country and planet for our future generations.”
