Aurora Design Public Company Limited

Aurora Design Public Company Limited stands as one of Thailand’s most influential jewelry brands, shaped by purpose, heritage, and a deep understanding of customer sentiment. With a legacy spanning over half a century (more than 50 years), the company has cultivated a reputation for creating jewelry that holds both emotional significance and lasting value. At the heart of its identity is a guiding mission: to bring happiness to every customer through “Valuable Gifts of Happiness,” a philosophy that informs everything from product design to in-store experience. 

As a First Mover in Thailand’s gold retail sector, Aurora Design has consistently anticipated customer needs. From opening the first gold shop inside a department store to establishing visibility on the BTS Skytrain, each milestone reflects forward-thinking decisions rooted in genuine customer insight. Trust remains a defining pillar of the brand, demonstrated through 96.5 percent gold purity, the highest buyback price guarantee, rigorous certification standards, and lifetime repair services. 

Innovation enhances this foundation. The company’s AI-driven fulfillment system analyzes location-specific purchasing behavior, ensuring that a significantly higher than 500-branch network receives product assortments precisely tailored to the preferences of local communities. Aurora Design has also introduced a Thai Amulet Inspection and Authentication service in partnership with Renowned National Experts, supporting cultural preservation through certified verification. Its expansion into diamonds—with traceability sourced from partners such as De Beers—alongside pearl and gemstone collections reflects thoughtful diversification. 

Sustainability plays a central role in the brand’s evolution. Reclaimed jewelry is refurbished and resold, gold ornaments are crafted from recycled gold bars, and energy-efficient store systems reduce environmental impact. Through empathy-based service, digital engagement tools, and meaningful craftsmanship, Aurora Design PCL stands as a modern jewelry leader shaped by integrity, innovation, and heartfelt customer connection.