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At the new Bond Street store of Georg Jensen — purveyor of luxury items to the Danish crown — the sales assistant answers quickly when asked where the jewellery was made: “Thailand.”
In 2003, the Danish lifestyle brand and silversmith decided to move the manufacture of its jewellery to Chiang Mai, in northern Thailand, while keeping silverware production in Denmark. “Given the underlying growth of Georg Jensen’s jewellery business and the company’s strategic long-term focus on the category, it was decided to build a greenfield factory in Thailand in the area of Chiang Mai, where craftsmanship is deeply rooted in the community,” says creative director Ragnar Hjartarson.
Georg Jensen’s move is certainly not an…
