As one of the leading brands in Vietnam's jewelry industry,
Phu Nhuan Jewelry Joint Stock Company (PNJ) stands out
not only for the exceptional quality of its products but also
for its unwavering commitment to sustainable business
practices. Founded in 1988, PNJ has navigated over three transformative decades, steadily strengthening its market
position through a human-centric business philosophy,
relentless innovation, and an enduring aspiration to
transcend borders and shine on the global stage.
To navigate market uncertainties, PNJ has made its values the compass guiding every decision and behavior. PNJ has turned adversity into opportunity by embedding its core values into every layer of the organization. PNJ’s story is one of resilience – a journey where Corporate Culture and Learning & Development intertwine to drive innovation, unity, and performance.
At the heart of PNJ’s transformation lie five unwavering core values: To work with integrity to last, Be consistent with the target, Be caring to grow together, Be pioneering to make distinctions, and Be dedicated to the customer. These are not just slogans but are actively lived out through initiatives that engage employees at every level.
One standout initiative is PITSTOP, a nationwide roadshow where more than 2,000 employees from six branches come together for reflection and problem-solving. At PITSTOP, teams conduct self-evaluations and group discussions aligned with PNJ’s cultural benchmarks. This initiative has become a catalyst for innovation, empowering teams to transform everyday challenges into meaningful opportunities for improvement.
Equally inspiring is PNJ Cultural Day, which unites over 6,500 employees in a celebration of shared purpose. This event is more than a festive gathering, it is a strategic exercise in transforming abstract values into tangible action plans. Influential speeches from the Chairwoman and Board of Directors lead to discussions that convert cultural themes into actionable strategies, reinforcing the company’s identity and unity.
Moreover, the PNJ All Stars Series leverages real stories from employees, bringing to life the motto “Innovation x Inspiration x Liberation x Care.” With over 250,000 impressions from these shared narratives, PNJ not only builds a strong Employer Value Proposition but also cements its reputation as one of the Top 100 Best Places to Work.
PNJ’s commitment to growth is evident in its robust Learning & Development framework, designed to nurture leadership and enhance job-specific skills.
For senior leaders, The Accelerator serves as an intensive development hub. Here, participants engage in self-assessment, simulations, and case studies that mirror real-world challenges. This comprehensive process has led to a 100% adoption rate of individual development plans, with the Board of Directors actively serving as both assessors and observers.
Mid-management benefits from the Management Development Program (MDP), a 15-month initiative blending formal training with peer learning and real-life projects. 100% of participants are tracked through action plans that apply their learning directly to real-world work situations, ensuring meaningful transfer and sustained impact. The program also aligns management practices across the board and fosters a continuous improvement mindset crucial for adapting to rapid market changes.
In addition to leadership tracks, PNJ employs a 70-20-10 model to upskill its broader workforce. Specialized training programs - focusing on areas such as Supply Chain, Finance, and Marketing - ensure that technical skills keep pace with evolving business demands. These efforts have directly contributed to enhanced efficiency and rapid adaptation in a competitive landscape.
Programs like Trạm Sáng, a creativity and innovation hub, further illustrate this synergy. With over 1,100 participants and 347 ideas generated in just two seasons - 69.2% of which have been implemented - PNJ demonstrates that when employees are empowered with clear values and robust learning tools, innovation flourishes at all levels.
PNJ’s dual focus on Corporate Culture and Learning & Development has yielded measurable results. Profit after tax increased by 7.3% in 2024 and by 8.9% in 2023, while the employee retention rate remains above 90%. These figures underscore the effectiveness of an integrated strategy where a vibrant, living culture fuels continuous learning and business growth.
PNJ is not just crafting jewelry, but shaping a culture where people shine – together.
By harmonizing Corporate Culture with a comprehensive Learning & Development ecosystem, PNJ has cultivated an organization where every employee is inspired to lead, learn, and innovate. This cohesive strategy has not only driven stellar financial performance but also created a resilient, future-ready workforce.
Tel: (028) 62682222 - EXT.122
(+84) 908 267 759
Email: clientsolution@anphabe.com
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