Leading jeweler invests in pawn shop chain

Jan 19, 2021Updated Jun 4, 20251 min read

PNJ has decided to invest in pawnshop chain Golden Friend, with the stipulation it cannot exceed 30 percent of the latter’s charter capital.

The Board of Directors of the Phu Nhuan Jewelry Joint Stock Company (PNJ) has entrusted PNJ CEO Le Tri Thong with deciding the value and timing of the investment.

The Golden Friend Joint Stock Company was founded in 2017 with a charter capital of VND1 billion, which was raised after six months to VND10 billion.

The company introduced itself as a strategic partner of PNJ. Golden Friend has 21 pawnshops, all of which are located inside PJN stores. It accepts expensive accessories made of gold, silver and diamond, and also luxury watches like Rolex, Hublot and Patek Philippe.

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Mei Ling Tan

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Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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