Aurora Design Public Company Limited

Aurora Design Public Company Limited is a Bangkok-based jewelry company with an extensive presence across Thailand, offering gold, natural diamond jewelry, gemstones and pearls. Led by founder Mr. Aniwat Srirungthum, the company has developed its identity around the concept of “Valuable Gifts of Happiness,” combining quality, value, innovation and customer-focused service to make jewelry an enduring part of life’s meaningful occasions.

Gold remains central to Aurora’s offering, with jewelry predominantly crafted from 96.5% pure gold. Its collections extend across necklaces, rings, bracelets, earrings and gold plates, complemented by natural diamond jewelry through Aurora Diamond, as well as gemstone and genuine pearl pieces. Quality is supported by product guarantees, lifetime repair services and a strong emphasis on knowledgeable customer care through the company’s “Aurora Care” philosophy.

Innovation has played an important role in Aurora’s development. The company uses AI-supported fulfilment systems to analyze regional demand and sales history, helping determine which products should be distributed to individual branches. Digital retail channels and the Aurora Gift application further improve accessibility and convenience, while trained staff focus on understanding individual customer needs and recommending pieces suited to specific preferences and occasions.

Sustainability is increasingly reflected in Aurora’s circular approach to precious materials. All gold ornaments sold by the company are made using recycled gold bars, while more than 80% of products bought back each day are refurbished for resale, extending their usable lifespan and reducing reliance on newly mined materials.

Through its combination of jewelry craftsmanship, innovation, responsible material use and attentive service, Aurora continues to evolve its interpretation of modern jewelry retail while remaining closely connected to its Thai heritage and customers.