35-year journey to promote gender equality at PNJ

March 08, 2023 | 08:00
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During the past 35 years, PNJ has given prominence to the role and capacity of women. For International Women’s Day, Tran Phuong Ngoc Thao, a member of Phu Nhuan Jewelry JSC shares the company’s journey to liberate the inner strength of women.

PNJ believes that giving prominence to the role and capacity of women is not only an intrinsic action, but also represents the company’s core value, which is a dedication to its customers.

Gender equality for empowering

35-year journey to promote gender equality at PNJ
A 35-year journey to promote gender equality and empower women at PNJ

PNJ has always given a top priority to raising awareness about the role of women. Notably, five of nine members of the boards of directors are female. Cao Thi Ngoc Dung, chairwoman of the board of directors, is an outstanding case for a female entrepreneur who devotes her whole life to liberating the inner strength of women.

Following the leadership’s direction, the company has upheld the spirit of gender equality for female employees. Accordingly, the ratio of female staff at PNJ is 61.3 per cent among 7,199 staff. The ratio of female managers is 57.62 per cent and the ratio of senior managers is 40 per cent.

PNJ has always given a top priority to raising awareness about the role of women, both in families and in society. All PNJ employees have equal opportunities to express their values and contribute to the common success of the organisation.

Empowering women at PNJ is bases on seven principles of UN Women (see the box below).

PNJ flexibly applies UN Women’s seven principles to match the company’s culture and business activity. We consider that these principles are basic to designing a comprehensive initiative to empower women.

35-year journey to promote gender equality at PNJ
35-year journey to promote gender equality and empower women at PNJ

Gender equality is not about neglecting male roles. The company applies the maternity regime for both male and female staff, and is committed to retaining working positions when they come back after maternity. The company also ensures the maternity benefit regulated by insurance for female staff. Male staff can have five days-off to support their wives for normal births and seven days-off for a caesarean section.

At PNJ, we always listen to staff expectations and respect their health choices. We also offer career orientation for female staff, and simultaneously welcome the difference of genders.

Female entrepreneurs: an inspiration

With the desire to liberate the inner strength of women, we founded the Ho Chi Minh City Association for Women Executives and Entrepreneurs (HAWEE).

HAWEE gathers female executives and entrepreneurs from all business sectors, as well as organisations in the field of manufacturing, trading, and services. The association connects and enhances the power and impact of women by helping them strengthen their leadership and image.

In our long-term vision, we are expanding the female entrepreneur’s network on the back of the success of the ASEAN Bridge ++ forum in September 2022. The forum’s goal was to promote trade in the region, expand opportunities for multi-directional links, and facilitate trade for businesses to develop the region’s economy through business events. It also hopes to promote a circular green economy based on sustainable development.

We have established seven principles to empower women, creating an environment for female to promote their abilities and explore their inner strengths. Through these principles, we learn, apply, and tailor programmes relating to gender equality to suit the culture and business activities of the company.

Integrating the gender equality message

Brand image is the message and the declaration of enterprises to affirm their brand’s value. We spend much time and dedication on marketing programmes on special occasions such as International Women’s Day, Vietnamese Women’s Day and memorable moments of women.

35-year journey to promote gender equality at PNJ
PNJ pays attention on marketing strategies for special occasions

Thus, we are creating an equal working place and empowering women to help PNJ deeper understand our customers, and take care of them better. Besides this, our customers will also understand our culture and more and more people are interested in joining PNJ.

After a massive effort, in 2022, PNJ was honoured to be named among the Top 5 Enterprises Promoting Women's Empowerment and Gender Equality in the Workplace. Besides this, PNJ was recognised as the most sustainable company in Vietnam in 2022 by the Vietnam Business Council for Sustainable Development of the Vietnam Chamber of Commerce and Industry.

PNJ also received the Women’s Empowerment Principles Award held by UN Women in recognition of policies and practices to advance gender equality in the workplace, marketplace, and community.


  • Principle 1: Establish high-level corporate leadership for gender equality
  • Principle 2: Treat all women and men fairly at work – respect and support human rights and nondiscrimination
  • Principle 3: Ensure the health, safety and well-being of all women and men workers
  • Principle 4: Promote education, training and professional development for women
  • Principle 5: Implement enterprise development, supply chain and marketing practices that empower women
  • Principle 6: Promote equality through community initiatives and advocacy
  • Principle 7: Measure and publicly report on progress to achieve gender equality

By Oanh Nguyen

What the stars mean:

★ Poor ★ ★ Promising ★★★ Good ★★★★ Very good ★★★★★ Exceptional