The Branding strategy of Pakistan Gems and Jewellery Development Company strives to upgrade the industry’s marketing and branding efforts for the domestic as well as international market. In order to enter the international market, Pakistan needs to establish itself as a source of high value gemstones and quality finished jewellery. This requires a distinct voice and a strong national campaign. The strategy called for a national branding initiative under the umbrella of Gems and Jewellery Pakistan. The brand was launched at the Gem and Jewellery Fair held in Bangkok on September 14 to September 19, 2005. This was the first time that Pakistan exhibited as a well organized integrated group with a branded presentation.
Consistent participation in international trade shows has been highlighted as an important requirement for sustaining Pakistan’s visibility in the international market.
The potential for Pakistan to penetrate the international market with improved branding and marketing efforts is tremendous. Increased marketing efforts will lead to development of new market segments leading to an increase in domestic sales as well as export earnings.
Continuous re-enforcement of Gems and Jewellery Pakistan as a brand will transform Pakistan’s position in the international market. Even domestically, consumer perceptions will change as fashion becomes the new driver of demand. Opportunities will emerge for specialized designer manufacturing outlets, giving entrepreneurial impetus to the growing number of ambitious graduates, independent artists, which will emerge from newly implemented training programs. New retail opportunities will create additional employment and promote the development of innovation in design and services.
Pakistan has been participating in International Fairs and Exhibitions either as Pakistan Pavilion or as a part of Pakistan Delegation under the brand: GEMS & JEWELLERY PAKISTAN. These include:
• Bangkok Gems and Jewellery Show, Bangkok, Thailand
• Hong Kong Gems and Jewellery Show, Hong Kong
• Dubai International Jewellery Week, Dubai, U.A.E
• Munich Mineral Show, Munich, Germany
• Gem, Mineral and Fossil Showcase, Tucson, USA
• Indian International Jewelry Show, IIJS Mumbai, India
• Indian International Jewelry Show, IIJS Signature Goa, India
In continuation to its Branding efforts, PGJDC successfully organized the First Pakistan International Gems & Jewellery Exhibition on 7 – 10 June 2012 at Pearl Continental Hotel Karachi. The Event highlighted the inherent potential of Pakistan in terms of gemstone processing and jewellery manufacturing in front of a discerning targeted audience of International and local B2B and B2C customers. Keeping in view, the overwhelming response from both local and international gems & jewellery stakeholders, PGJDC has decided to hold this Event annually.
PGJDC also regularly organizes Gem Bazaars in Peshawar, Quetta, Islamabad and Lahore every month.
In addition to the international branding, focus is also being laid on domestic marketing. The local market, manufacturers and retailers are being facilitated in finding new consumer segments, diversifying their product base and capitalizing on higher margin market opportunities. This is being implemented by upgrading design and manufacturing capabilities of the industry. Local institutions are being assisted in curriculum development. The Gems & Jewellery Training and Manufacturing Centers are facilitating in skill development and up-gradation of technology, enabling the industry to move into more sophisticated production and diversifying their existing product base.
The Company will continue these efforts and undertake initiatives to develop ties with international and regional agencies and institutions. In addition, Pakistan Gems and Jewellery Development Company publishes newsletters after every six months.