Adding value by semi-automatic craft with thai sense of quality and aesthetics: Foundation of PANDORA charms

PANDORA is famous for design, manufacture and marketing of hand-finished contemporary jewelry which made from high-quality materials at affordable prices. Its brand strategies of design and marketing are so noticeable that the important role of its manufacture is often ignored. It should not be overlooked highly skilled craftspeople in Thailand engaged in crafting PANDORA jewelry. Employing document analysis, this paper highlights the significance of adding value to PANDORA charms with semi-automatic craft with the Thai sense of quality and aesthetics.