DOJI Gold & Gems Group takes home win at Retail Asia Awards 2024

It has optimised its personnel and operating costs in sales activities.

DOJI Gold & Gems Group, the 30-year-old Vietnamese fine jewellery brand, brought home the Brand Store of the Year - Vietnam category win at the prestigious Retail Asia Awards 2024 for the solutions it has implemented to overcome the challenges brought by the economic conditions post-pandemic.

Currently, DOJI has 14 member companies, 50 branches, nearly 200 centres, and over 400 agents, allowing it to cover most of Vietnam. The company offers a wide range of products, including diamonds, high-end jewellery, gold, gold art gifts, and other gemstones. Its gold art gifts are notably invested with 24K gold, nano-coating, gold foil, and solid casting.

By providing quality customer experiences and implementing a multi-channel sales strategy aimed at optimising personnel and operating costs, DOJI is able to establish a comprehensive system for sales, customer care, and feedback.

DOJI's remarkable ascent over the years has secured its position amongst the Top 5 largest private enterprises in Vietnam, as consistently ranked by VNR500 for fourteen years (2010 - 2023). Furthermore, the group has won the Vietnam Value Award for twelve consecutive years (2012 - 2023).

In 2023, the jewellery industry faced difficulties when the domestic and foreign economies experienced many fluctuations and world gold prices increased, causing jewellery demand to decline. To combat this, DOJI has introduced several sales solutions, such as introducing new product lines suitable to spending ability during a period of high inflation, orienting to attract younger customers, and increasing value for customers through sales and after-sales policies.

It has also optimised the revenue of stores in the system through refreshing customer experience, renewing goods at centres by offering new collections, and rotating between centres to always create customer satisfaction. At the same time, it has optimised operations through the application of technology, thereby optimising personnel costs and operating costs in sales activities.

As part of its capacity development, DOJI has also increased the efficiency of its supply chain operations to ensure goods are transferred. It has also mastered its retail capacity through training activities and applying sales via social platforms to increase interaction and reach many customer groups, especially young customers.

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The company has also upgraded and expanded its retail system by developing new product lines, investing in new brands, upgrading the customer experience for existing stores, and investing in information technology projects.

It has achieved a revenue total of VND75,000b and a technology investment amounting to VND300b in 2023. Its market shares have also grown by 25%, and the number of employees has increased by 15%.

“DOJI's production activities are regularly equipped with advanced, modern, and responsive machinery systems. Using many innovative solutions, production activities have mastered advanced technology to adapt to market changes with new product lines that are diverse in type, rich in design, and refined in quality,” the company said.

Looking to the future, DOJI is set to embrace integration and expand its reach, both on a regional and global level. Through its visionary strategy that centres on sustainability and its robust capabilities, its goal is to become one of the top multi-industry corporations in Vietnam.

The Retail Asia Awards honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].