Filipino luxury jewelry company Jhaena Jewels has expanded its operations to Surat, India, marking its entry into the global diamond manufacturing industry.
Surat is considered one of the world’s major centers for diamond cutting and polishing, with a large portion of globally traded diamonds processed in the city before reaching retailers and consumers worldwide.
The expansion broadens the company’s manufacturing and sourcing network as it moves beyond traditional jewelry retail and production.
“Jhaena Jewels is now a global diamond manufacturer of natural mined diamonds and gemstones. Through our expansion in Surat, India, we are operating closer to where many of the world’s diamonds are cut, polished and brought to life,” said Haena Sia-Foo.
According to the company, the move is intended to strengthen its international manufacturing operations and sourcing capabilities, with a focus on craftsmanship, sourcing transparency and product quality.
Marketing consultant Faye Ramirez said the expansion reflects changing consumer expectations in the luxury market.
“Luxury is different when you understand where brilliance truly begins. From source to craftsmanship, we bring our clients to the story behind every diamond,” Ramirez said.
She added that consumers now look for “authenticity, emotional connection, craftsmanship, source and global credibility” alongside the products themselves.
The company also said the expansion opens opportunities for wholesalers, resellers, entrepreneurs and jewelry businesses seeking direct access to diamond sourcing and manufacturing networks.
Jhaena Jewels said it is now working to expand partnerships with retailers and other industry players through its international manufacturing operations, which include networks in Japan, India, Hong Kong and Thailand.
The company’s flagship store is located in Olongapo City, while its offices operate in both Japan and the Philippines.