After over a decade of operation in quarrying and processing gemstone, manufacturing jewellery, trading gold bars, importing and exporting gold and professionally operating the chain of luxury jewellery centres and stores, DOJI Gold and Gems Group has asserted its outstanding position in both domestic and foreign markets. It took only three years to expand its distribution network nationwide with 14 luxury jewellery centres and shops; and 8 official agencies. In Hanoi, Ruby Plaza at No.44 Le Ngoc Han Street is considered the biggest gold and gemstone centre in Vietnam. However, on its path to success, DOJI has overcome challenges which required decisive and daring steps.
“True gold fears no fire”
Since it began planning to build Ruby Plaza, DOJI Group recognized that there would be many difficulties and challenges, as it was the first such a plaza model, trading only gold and gems. Besides, in spite of being in the capital’s centre, the plaza’s location is on a rather hidden location along narrow Le Ngoc Han Street, which can’t draw attention as other plazas. In addition, gold and gems and jewellery are specialized goods, only in demand for long term and at high prices; therefore, trading a luxurious good in a plaza brings a lot of risk but not much profit. Regarding the enterprise’s risky investment decision, Mr Do Minh Phu, CEO of DOJI Group said proudly: “We decided to build Ruby Plaza with the aim of creating the largest reputable address to buy gold and gems in Hanoi. Obstacles can make people falter; however, as for me and DOJI, they contain advantages and opportunities, since we think that when one door is shut, others are open.” We have addressed the obstacles by opening spa and luxury restaurant services in the plaza, which both creates new services and fosters communication on gold and gem jewellery. As a result, without spending much on marketing, we still attract a large number of customers to the plaza, which is the key to the problem of “unattractive” location.
Determining that the number of foreign tourists coming to Vietnam is huge, besides existing services such as spa and restaurants, DOJI has built a site specifically for tourists. It has built a museum of gemstones right in the plaza. Being attracted by the large space, modernity, varied tourism models, especially plentiful gemstones, the number of tourists coming and shopping in Ruby Plaza significantly increases. Moreover, Ruby Plaza is also the destination of many important diplomatic events; for example, it greeted over 50 ambassadors; ASEAN Foreign Ministers’ Ladies and State leaders. The birth of Ruby Plaza in Hanoi has created a stepping stone for the Group to invest in the construction of Luxurious Gold – Gems and Jewelry at 161 Ham Nghi, District 1, Ho Chi Minh City and the chain of stores in dynamic economic areas such as Da Nang and Nghe An.
Success coming from professionalism
Professionalism is one of the key factors in competitiveness and determining an enterprise’s success. As for DOJI’s chain of luxury jewellery centres and stores, this is reflected in the commitment to quality, the outstanding features of each product and considerate, enthusiastic serving style. All the jewellery products in DOJI are produced with modern manufacturing procedures imported from the world’s top gemstone processing countries; varied designs which are both traditional and follow international fashion trends, by artisans, DOJI’s designers and reputable foreign companies; using Vietnam gemstones and unique diamonds such as Canadian Diamond 68 cups with meaning of Fortune – Prosperity, and Russian diamond; the products are fully certified, have good after-sales policies and reasonable price.
Specially, DOJI has specific product lines targeting each demand and using purpose of customers. For example, Diamond House brand offers multi-coloured diamonds of varied sizes, which are sophisticated, unique, with international and corporate certificates (Diamond House Centre is present in Hanoi and Ho Chi Minh City). In the segment of Wedding jewelry, Wedding Land brand wins customers’ trust thanks to varied designs, reasonable price, abundant types, not only white gold, colour gold 14K, 18K but also luxurious platinum used to set diamond, ruby gemstone, and subtle and fashionable sapphire.
In 2010, DOJI was voted by consumers as one of the top favourite products, in which Diamond House products was ranked first, jumping over major rivals such as SJC, PNJ, and Bao Tin Minh Chau. From reputation, modernity, professionalism and effort, DOJI Group is offering customers better choices in its gold – gem and jewellery plaza and chain of stores.
Hoang Tham
Vietnamese
