From a design competition to real business: participating teams lifted combined sales from 78.65 million Baht to 235.16 million Baht, a growth of nearly 199%.
The reality show “THE CUT” gives a new generation a platform to show creative jewelry design and craftsmanship, and turns it into real business for Thai entrepreneurs. Under the project “THE GEMS AND JEWELRY JOURNEYS IN THAILAND”, the TV program builds brand awareness while Business Matching activities connect trading partners and open new markets. A survey of participating teams found sales rose from 78.65 million Baht to 235.16 million Baht, a growth of nearly 199%.
The Office of Small and Medium Enterprises Promotion (OSMEP), with the Gem and Jewelry Institute of Thailand (Public Organization), or GIT, is advancing the Thai gem and jewelry industry through the project “THE GEMS AND JEWELRY JOURNEYS IN THAILAND: Connecting Tourism and the Thai Jewelry Industry to Elevate the Creative Economy”. The initiative combines creativity, strategic communication and business networking to connect Thai jewelry with new consumer groups and broader markets.
A major highlight is “THE CUT”, a reality show that gives young designers and artisans a stage to show their talent and define their brand identity. Its engaging competition format tells the story of gems and jewelry in an accessible way, giving audiences a fresh view of Thailand’s creative jewelry sector.
Beyond showcasing emerging talent, THE CUT draws wide public interest in Thai jewelry, particularly among younger audiences interested in fashion and design. It shows that Thai jewelry is not only about exquisite craftsmanship and beauty: it can also become high-value creative work with genuine commercial potential.
At the same time, the project drives business growth through Business Matching events. Entrepreneurs meet potential buyers, expand their networks and enter new market segments, turning audience interest into concrete business results.
The results show in the participating teams’ figures. Before joining, their combined sales stood at 78.65 million Baht. After taking part, combined sales reached 235.16 million Baht, an increase of 156.51 million Baht, or 198.99%.
The project also links Thai jewelry with tourism, weaving the stories of gemstones, artisanal mastery and Thai cultural identity into travel experiences. Tourists discover the many sides of Thai jewelry, and entrepreneurs reach a broader global clientele.
The impact of THE GEMS AND JEWELRY JOURNEYS IN THAILAND goes well beyond the media buzz of THE CUT. It builds lasting networks and sales channels for Thai entrepreneurs, showing that Thailand’s gem and jewelry industry can use creativity and local identity to add value, drive tourism and compete on the global stage.
About THE CUT Finale THE CUT finale and exhibition took place on 23–27 September 2026 at Mingmuang Event Hall, 1st Floor, The Old Siam Plaza, Bangkok. Prizes: winner 1,000,000 Baht; 1st runner-up 700,000 Baht; 2nd runner-up 500,000 Baht; consolation prize 200,000 Baht; Popular Vote award 100,000 Baht; special award 25,000 Baht.
About OSMEP The Office of Small and Medium Enterprises Promotion (OSMEP) is a Thai government agency established under the SME Promotion Act B.E. 2543 (2000). It sets SME promotion policy and supports Thai small and medium enterprises to grow and compete in domestic and international markets.
About GIT The Gem and Jewelry Institute of Thailand (Public Organization), or GIT, is Thailand’s national institute for the gem and jewelry industry. It provides gemstone and jewelry testing, standards, research, training and industry development. http://www.git.or.th
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