Value Chain Analysis of Garnet Bar Jewelry Chanthaburi

Abstract

This research aims to study the production and distribution process of garnet bar jewelry and to analyze the value chain of garnet jewelry. The population of this research is gem and jewelry entrepreneurs in Chanthaburi Province and in-depth interview is utilized to carry out research. The results found that garnet gemstones which are commonly used for jewelry production are reddish-brown or dark reddish-orange garnets imported from Africa. Then, it is cut into cylindrical bars with a diameter of approximately 3-5 mm. and a length of 7-15 mm. It is favorably used to produce necklaces, bracelets, and rings. In analyzing activities according to the principles of supply chain analysis found that the strengths of main activities of the entrepreneurs are they stay in the sources area of quality raw materials (garnet). The entrepreneurs have the knowledge and ability to cut gemstones and design jewelry. There is a definite product distribution channel. Focus on direct marketing to customers to offer the product value directly to customers and focus on word-of-mouth marketing. In addition, the entrepreneurs also provide after-sale customer service. As for additional activities in the supply chain, it starts with purchasing raw materials that are available locally at all times. The production process relies on the skill or expertise of the entrepreneurs. However, there is wide use the modern equipment which produces a work quality more stable. Regarding the entrepreneur's characteristics, it is found that most entrepreneurs have high expertise due to their experience in this profession for a long time.