The SET-listed Jubilee Enterprise Plc (JUBILE), a leading retailer of diamond jewellery in Thailand with nearly 100 outlets, has delivered average net profit growth of 40% per year from 2009-12, and it continued to impress shareholders with 30% year-on-year growth in this year's first quarter. Chief financial officer Unyarat Pornprakit discusses the strategies behind the company's success and how it plans to maintain its growth in the future.
Your growth in the past three years has been impressive. How did you achieve that?
We've been trying our best to deliver the performance we promised investors during our IPO in 2009. That was the same time that we introduced a new diamond jewellery collection, The Excellence, to reinforce our Jubilee brand value. We have refreshed our brand positioning, strengthened product designs and lineups, rebalanced product mix to optimise margins and introduced a loyalty programme. All of these have led to a higher level of brand awareness and customer base expansion. As a result, they have been reflected in our bottom-line growth.
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