Ploi Thai is a branding initiative being supported by Mr Somchai Phornchindarak, the vice-president of the Thai Gem and Jewelry Traders Association (TGJTA) and CEO of the Bangkok Gems and Jewelry Fair, to promote Thailand’s expertise in coloured gems and craft of making the coloured gemstone jewellery. Thailand for the gem and jewellery industry worldwide has been associated with its coloured gemstones. The effort now is to create the brand identity of the Thai gemstone industry and create a consciousness of Thai gems and jewellery in the minds of ordinary consumers. %% Every jewel bearing the Ploi Thai brand would be symbolic of being manufactured in Thailand. %% The Ploi Thai brand is being promoted by the TGJTA and has been launched at the ongoing 44th edition of the Bangkok Gems & Jewelry Fair. TGJTA will promote the brand by launching the Queen’s Cup Ploi Thai Jewelry Awards Design Competition, open only to Thai designers. The final entries of the competition would be viewed by the jewellery lovers at the exhibition, thus creating more awareness for the Ploi Thai brand.