Prida Tiasuwan – Architect of Craftsmanship
The lights in the ballroom rose and the crowd grew silent as the presenter walked onto the stage at the prestigious JNA Awards in September 2018 in Hong Kong to announce the winner of the Lifetime Achievement Award—the highest honor for individuals who have contributed to the advancement of the jewelry industry by promoting best business practices, leadership excellence and innovation. “And the winner is… Mr. Prida Tiasuwan.”
By Cynthia Unninayar
By Cynthia Unninayar
Among the laudatory remarks during the Awards ceremony, Letitia Chow, Chairperson of the JNA Awards, stated, "Prida Tiasuwan has revolutionized the fine jewelry industry in Thailand. His bold vision and innovative ideas have not only brought success to his organization, but they have also benefited the industry as a whole. He has led by example, boosting competitiveness by improving efficiency and precision manufacturing across different operating points. His lifelong love of jewelry, especially the beauty, joy and emotions that it represents, is the reason he remains deeply involved in the product development process.”
Soft-spoken and discreet with a great sense of humor, Prida Tiasuwan is one of Thailand’s most visionary business leaders and is credited with transforming Pranda Group into Thailand’s flagship jewelry brand and one of the world's top jewelry manufacturers and exporters. With currently a stable of a dozen international brands, Pranda has evolved from a small family enterprise into a global powerhouse.
Aside from running his own award-winning company, Prida has been active for more than four decades in the jewelry industry as a whole. He currently serves as Vice President of the Thai Gem and Jewelry Traders Association, Director of the Subcommittee on Marketing at The Gem & Jewelry Institute of Thailand (GIT) and Director of The World Jewellery Confederation (CIBJO), along with many previous affiliations, including Vice President of the International Colored Gemstone Association (ICA). He is also a Member (5th Class) of the Most Noble Order of the Crown of Thailand for his outstanding service to the Kingdom of Thailand.
With a strong sense of duty and fair play, Prida is also involved in a number of non-jewelry activities. He served as Chairperson of the Sub Committee of Law Reform on Fair Trade and Consumer Protection of Thailand, Director of Thailand-U.S. Business Council, Commissioner of the Legal Reform Commission of Thailand and Director of the Committee of Thailand Reform Assembly. He is also the founder and former president of the Thailand chapter of Social Venture Network Asia, believing that companies and social activists can work together for the benefit of society.
Upon receiving the Lifetime Achievement Award, Prida stated, “I am truly honored and grateful to receive this international accolade from the JNA Awards. This industry has given me so much happiness in my life. I, and top leaders around me, have trained thousands of people to become fine craftsmen, who, I am extremely delighted to say, are proud to create beautiful and exquisite jewelry. We have accomplished this, and more, since we ensure that all our products are and will be produced in a socially responsible way.”
In a moment of reflection, he added, “I’m honored and happy to receive this award, but is this really the most important point? Our industry has never really been admired properly. We use our two hands to cut and beautify stones that nobody wants into a most beautiful thing and we do it with joy. I am very happy because every time I look at my workers, I see them as precious beings. When I look at their faces, they are so happy to do what they are doing, but they have never really been recognized properly. Now, I feel that I am an extension of them to receive something that they can feel proud of. I thank the JNA Awards for lifting the spirit of the gems and jewelry industry and lifting the spirit of workers who lovingly produce things for people who love beautiful things.”