Today, CSNJ supplies around 80% of the nation’s jewelry shops, focusing primarily on B2B distribution of gold and diamond pieces—designed in-house by Samnang himself and a team of around 60 skilled technicians drawn from India and Italy. Alongside the wholesale arm, the company’s retail business is headquartered at its flagship store in Phnom Penh and complemented by a flourishing online presence.

Central to CSNJ’s success is its commitment to quality, underpinned by investment in the latest technology—including casting machines, 3D printers and polishing equipment. In addition, a rigorous quality control regime ensures that all finished pieces are of the highest standard. All of this is supported by a dedicated customer service approach that includes rapid delivery and a buyback program that guarantees strong resale value.

As CSNJ continues to expand, driven by the founder's ambition to elevate the company into a national brand, the company retains a focus on local communities. In this interview, Samnang outlines how initiatives to fund schools, food programs and education for children walking long distances to study are part of the strategy behind a business founded on an unyielding set of principles.  

Q: How did CSNJ first begin? 

Oknha Chin Samnang, Founder: The idea came from my years of traveling—China, Hong Kong, Thailand India. I saw how advanced the jewelry industries were, while in Cambodia the sector was still not developed. I wanted to build the first truly modern jewelry company in the country. 

For me, success is built on honesty. I’m 48 years old and I have never cheated anyone. That’s why my partners trust me—even if I ask for $3–5 million, I get it without a signature. Trust builds strong companies. 

Q: Is CSNJ primarily a B2B business? 

OCS: Yes—around 80% of jewelry shops in Cambodia buy from me. We supply them with gold and diamond pieces. We also have our own showroom, but the foundation is really B2B. 

Q: How important is international expertise to CSNJ? 

OCS: We bring technicians and artisans from India and Italy. About 60 people from India work with us, and Italian experts oversee quality. We invest heavily in skills and technology. 

Q: What business challenges have you faced? 

OCS: When tensions rise between Cambodia and Thailand, business can drop 30–50%. People get scared, they stop spending. That’s why peace is very important for our economy. 

Q: Did the peace agreement restore public confidence? 

OCS: Yes, when Cambodians saw leaders from both sides agreeing—supported by the U.S. and ASEAN—they felt relieved. But I believe peace must come from both countries working together at one table. If Cambodia and Thailand open their borders, build the economy together—everyone wins. 

Q: Where is the region heading next? 

OCS: I believe by 2026 things will improve. China has strong relations with both Cambodia and Thailand, so I expect support for continued stability.  

Q: Why do you consider peace to be essential for business? 

OCS: Because when there is peace, I can think big. I can expand shops, build factories and hire staff. War brings fear. Peace allows families to live, and businesses to grow. 

Q: What sets CSNJ apart from competitors?  

OCS: Three things: quality, fair prices and service. Our gold prices follow international market rates—transparent and consistent. Customers can compare our prices with any shop in Cambodia. We use advanced technology, such as polishing machines, casting machines and 3D printing. I just bought a machine worth over $1 million; no one else in Cambodia has it.  

Q: Who designs the jewelry collections?  

OCS: I design 99% of everything. My staff is skilled, but I want perfection. If a small detail is wrong—one curve, one angle—we lose customers. So, I design and inspect all key pieces myself. 

Q: What are your strongest-selling products now? 

OCS: In 2025, 24K gold is number one. Diamond sales dropped 50% compared to 2018–2022. But gold demand is surging.  

Q: Do you offer a buyback program? 

OCS: Yes. Customers can sell back with only a 10% fee. For gold, if the price goes up, we pay them the increased value. 

Q: What are your expansion plans by 2027? 

OCS: Our new factory near my home is already 70% complete. We will supply all CSNJ stores. We have customers from the U.S., France, Australia and New Zealand—mostly Cambodian Americans. Some individuals buy $3 million per month. 

Q: Are you expanding into colored gemstones? 

OCS: Yes, we are discussing new ventures. 

Q: Why support beauty pageants in Cambodia? 

OCS: Because beauty queens represent the culture of Cambodia to the world. I spend more than $200,000 yearly to train and support them. I bring coaches from India and the Philippines. I want Cambodia to reach the top internationally before I die. It’s my dream. 

Q: What is your long-term vision for CSNJ? 

OCS: I want CSNJ to become a national brand—when people think of Cambodian jewelry, they think of us. My dream is to operate across all 24 provinces, with direct supply teams and retail shops. 

We plan to open boutiques in major malls, possibly at the new Phnom Penh airport. Airports give visibility to foreigners—they can take a piece of Cambodia home with them. 

Q: How do you support local communities? 

OCS: With schools, food programs for poor families and education for children who walk many kilometers with no shoes. Beauty pageants should highlight these real issues.