Sri Lanka is making a bold move to strengthen its position in the global gemstone market as Minister Sunil Handunnetti and National Gem and Jewellery Authority (NGJA) Chairman Dr. S.P. Chamonda touched down in Thailand to officially launch the highly anticipated 'Gem Sri Lanka' branding initiative. The visit marks a significant milestone in the country's efforts to promote its world-renowned gemstone industry on an international stage, with Thailand serving as a strategic launchpad given its status as one of the world's most prominent gem trading hubs.
A Strategic Launch in the Heart of Asia's Gem Trade
Thailand, and particularly its city of Chanthaburi, has long been recognized as a global center for gemstone trading, cutting, and jewelry manufacturing. By choosing Thailand as the venue for the 'Gem Sri Lanka' launch, authorities have demonstrated a clear understanding of where international buyers, traders, and industry stakeholders converge. The decision reflects a carefully calculated strategy to place Sri Lanka's gemstone brand directly in front of a highly relevant and influential audience capable of driving demand and elevating the country's export revenues.
Minister Handunnetti's presence at the launch underscores the government's commitment to treating the gem and jewellery sector not merely as a traditional industry, but as a dynamic economic driver deserving of serious promotional investment. The minister's direct involvement signals that this initiative carries significant political and economic weight at the highest levels of Sri Lanka's administration.
What Is 'Gem Sri Lanka'?
The 'Gem Sri Lanka' initiative is a national branding effort spearheaded by the National Gem and Jewellery Authority to create a unified, internationally recognizable identity for Sri Lankan gemstones and jewellery products. Much like how certain countries have successfully branded their agricultural or luxury goods — think Colombian emeralds or Belgian diamonds — Sri Lanka aims to establish a distinct and trusted label that communicates quality, authenticity, and heritage to buyers around the world.
Sri Lanka, historically known as Ratna Dweepa or the "Island of Gems," has been producing some of the world's most prized stones for thousands of years. Blue sapphires, rubies, cat's eye chrysoberyls, alexandrite, and a host of other precious and semi-precious stones have been mined across the island's gem-rich regions, particularly in areas such as Ratnapura, Elahera, and Okkampitiya. Despite this extraordinary natural wealth and centuries-old reputation, Sri Lanka has sometimes struggled to command premium prices in international markets due to a lack of cohesive branding and marketing infrastructure.
The 'Gem Sri Lanka' brand is designed to address precisely this gap, providing exporters, traders, and artisans with a powerful marketing tool that communicates the island's gem heritage while meeting modern international standards of certification and transparency.
Economic Implications for Sri Lanka
The gemstone and jewellery industry represents one of Sri Lanka's most important export sectors, consistently ranking among the top contributors to foreign exchange earnings. In recent years, the country has been working diligently to recover and diversify its economy following significant financial challenges, making the promotion of high-value export industries all the more critical.
A successfully established international brand for Sri Lankan gems could yield multiple economic benefits. It has the potential to increase the unit value of exported stones by associating them with a trusted quality standard. It could also attract greater foreign direct investment into the local gem processing and jewellery manufacturing sectors, creating employment and supporting ancillary industries such as tourism — particularly gem-focused tourism in regions like Ratnapura.
Furthermore, a strong brand presence in markets like Thailand can open doors to broader distribution networks across Southeast Asia, East Asia, and beyond, connecting Sri Lankan suppliers directly with retailers and consumers who might otherwise source gems through intermediaries unfamiliar with the island's offerings.
NGJA's Role in Driving the Initiative
The National Gem and Jewellery Authority has been the driving force behind the conceptualization and execution of the 'Gem Sri Lanka' branding project. Under the leadership of Chairman Dr. S.P. Chamonda, the NGJA has worked to align industry stakeholders, establish quality benchmarks, and develop the marketing collateral necessary to present a compelling and professional image to the global marketplace.
The authority's participation in international gem fairs and trade events has been steadily increasing, reflecting a proactive approach to building relationships and visibility in key markets. The Thailand launch represents one of the most high-profile activations of this strategy to date.
Looking Ahead
The launch of 'Gem Sri Lanka' in Thailand is expected to be just the beginning of a broader international promotional campaign. Industry observers anticipate that the brand will be rolled out across other major gem trading centers and international jewellery fairs in the coming months, gradually building the global recognition that Sri Lanka's extraordinary gemstone heritage truly deserves. For a nation whose gems have adorned royalty and captivated collectors for millennia, this moment represents a long-overdue step toward claiming its rightful place at the forefront of the global gem trade.