Amorn Phuket Pearl announces marine conservation and eco-tourism strategy
The Phuket pearl producer plans marine conservation projects and educational farm tours while expanding its collaboration on the Miss World Thailand 2026 crown.
Amorn Phuket Pearl has announced a new strategy centred on marine conservation, educational pearl-farm tours and the promotion of Phuket’s heritage, while highlighting its collaboration on the Miss World Thailand 2026 crown.
The Phuket-based pearl producer said the strategy responds to growing interest in sustainable, experience-led tourism and changing expectations among luxury consumers. Its initiatives include marine conservation projects and eco-tourism activities at its farm in Sapam Bay.
The company said its sustainable pearl-farming methods support coastal ecosystems, with large pearl-shell beds acting as natural biological filters that help improve coastal water quality. It also said its operations use components with geographical indication (GI) registration, linking the products to their origin and production standards.
Amorn Phuket Pearl has developed an educational “Sea-to-Shop” tour for students, international visitors and families. Participants can learn about the life cycle of pearl oysters, marine conservation and the process of selecting pearls, including the lengthy cultivation process required to produce saltwater pearls.
Amorn Intarajaroen, the company’s founder, owner and chairman, said the tour was designed to show visitors how pearls are produced and why marine ecosystem protection is urgent. He said the company wanted families, tourists and younger visitors to leave with both positive memories and greater awareness of Thailand’s marine heritage.
Rattikorn Intarajaroen, a member of the company’s executive board, said younger consumers increasingly viewed sustainability as inseparable from luxury. She said the company’s efforts to share its knowledge and take a local brand to an international stage formed part of its “Phuket Heritage to Global” concept.
The company also highlighted its involvement in designing the Miss World Thailand 2026 crown. According to Amorn Phuket Pearl, the design draws on the Andaman Sea and the traditional southern Thai rua hua thong long-tail boat.
The company said the crown was the first Miss World Thailand crown to use mother-of-pearl as one of its main structural materials. It combines Thai saltwater pearls identified as GI-certified with mother-of-pearl shell and other decorative elements, presenting the collaboration as a link between Phuket’s marine heritage, Thai craftsmanship and contemporary fashion.
