Phu Nhuan Jewelry Joint Stock Company (PNJ) has announced a new purchasing policy for gold jewelry, effective January 5, 2026. Under the new policy, PNJ will buy back both low and high gold content jewelry at market price (excluding diamond/gemstone jewelry and wedding rings). Previously, they purchased low gold content pieces at 70%-80% of the initial invoice value.
This new program formalizes a temporary initiative carried out by PNJ at the end of 2025. Vietcap expects the policy to positively affect PNJ’s retail revenue while having minimal impact on the gross profit margin. Market price purchases will enhance perceived value and liquidity for customers amid rising gold prices.
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