It was a brilliant year for Thai jewelry. Exports of jewelry produced in Thailand surged 76 percent year on year in November, as buyers in Europe and the Middle East responded strongly to the craftsmanship of the Kingdom’s skilled artisans.

“Ultimately, the jewelry trade remains a human-centric business,” said Sumed Prasongpongchai, Director of the Gem and Jewellery Institute of Thailand (GIT). “High-value purchases are driven by emotion, heritage, and brand trust, elements that require a human connection, which an algorithm cannot yet replicate.”

The 76 percent rise in November represented export earnings of $1.46 billion for the month alone. While unusually high, those glittering gains were consistent with a longer-term trend.  Thai jewelry exports have now increased for 13 consecutive months.

The strength of the Thai jewelry industry is a story of remarkable resilience. Two decades ago, industry analysts predicted that Thailand’s role in the trade would shrink to near insignificance. The Kingdom had long been known for its rich deposits of rubies, sapphires, and other precious stones.

Over time, however, those natural reserves were largely depleted. Buyers seeking raw sapphires and rubies began turning to other countries, including several of Thailand’s neighbors.

What analysts failed to anticipate was the rapid rise in expertise among Thai finishers, polishers, and jewelry designers. Evidence of this shift became clear as De Beers, the South African company that is the world’s largest supplier of rough diamonds, steadily increased its annual allocation of diamonds sent to Thailand to be cut, finished, and transformed into jewelry.

Sumed said the Thai jewelry industry continues to evolve and advance. He is urging manufacturers and exporters to embrace artificial intelligence—not for gemstone finishing, but to streamline back-office operations, manage complex supply chains, and analyze shifting market trends in real time.