Aurora Design PCL (AURA) fair value: what the stock is really worth
As of Sep 23, 2026: fair value of Aurora Design PCL THB 14.88, price THB 13.40, upside +11.0%, quality 34 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
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Aurora Design Public Company Limited, together with its subsidiaries, retails gold jewelry, diamond jewelry, and gemstones through its chain and online stores in Thailand. It operates through Trading of Jewelry as Gold Jewelry; Trading of Diamonds, Gems and K-Gold; and Sale with Right Redemption for Gold Jewelry, Diamonds, Gems and K-Gold segments.
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Aurora Design Public Company Limited, together with its subsidiaries, retails gold jewelry, diamond jewelry, and gemstones through its chain and online stores in Thailand. It operates through Trading of Jewelry as Gold Jewelry; Trading of Diamonds, Gems and K-Gold; and Sale with Right Redemption for Gold Jewelry, Diamonds, Gems and K-Gold segments. The company retails modern gold products comprising necklaces, rings, bracelets, earrings, and gold plates; diamond jewelry products consisting of diamond rings, necklaces, earrings, bracelets, and pendants; and design gold products, such as gold amulets, auspicious gold leaves, zodiac pendants, necklaces, bracelets, earrings, and gold handicraft frames. It also engages in the manufacture of jewelry, gold jewelry, diamonds, and gemstones; and provision of gold financing services. The company offers its products and services under the AURORA, SENG HENG, AURORA DIAMOND, KHONG KWAN, and THONG MA NGERN PAI brands. It serves white collar, traditional, and lower-income segment customers. Aurora Design Public Company Limited was founded in 1973 and is based in Bangkok, Thailand.
Stock analysis
Aurora Design PCL (AURA) currently trades at 13.40 THB, while our model-based Fair Value estimate is 14.88 THB, implying the stock looks roughly 9.9% undervalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of 31.07 THB per share, and 10 of the 17 models we run sit above the 13.40 THB price.
Bear case: the Asset-Based group reads lowest at 3.68 THB, and 7 of the 17 models stay below the price. Evidence for this calculation is low.
Scenario range: 7.35 THB (bear) to 23.10 THB (bull), the price of 13.40 THB sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 34/100 (below-average quality), in the Consumer Cyclical sector.
Expensive Growth: The company is growing, but growth may require heavy reinvestment or weak cash conversion.
Aurora Design PCL reported revenue of 39.0B THB in FY2025 versus 22.3B THB in FY2021, a compound +15.0%/yr. Reported net income was 1.5B THB in FY2025, compounding +25.6%/yr from FY2021.
Key figures
Market cap 19.5B THB (≈ $586M) · P/E ratio 10.2 · P/S ratio 0.38 · EPS (TTM) 1.31 THB · Dividend yield 4.2% · Net margin 3.7% · Return on equity 22.2% · Return on assets (EBIT) 9.2%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 42 out of 100 (low confidence).
What moves the price
The share trades about 11% below its 52-week high and 13% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 9% fair-value upside, at 11%, AURA screens cheaper than that median.
Fair Value models
Bear 7.35 THBFair Value 14.88 THBBull 23.10 THB
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model. Based on fiscal year 2025 figures (about 9 months old). Earnings retained since then (0.5486 THB per share) are deliberately not added.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target.Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.62/100
The company is growing, but growth may require heavy reinvestment or weak cash conversion.
Revenue growth 1 year
+17.5%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+9.6%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+14.9%
Start year 2020 (pandemic)
’20
’21
’22
’23
’24
’25
What shareholders gained per year (last 5 years), in THB ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate. Basis: EBIT basis. Measured in THB: this currency has depreciated against the euro and dollar over the long run, so part of the nominal rate is currency erosion that never reaches a EUR/USD investor.
≈ +7.3%
Earnings growth per share plus dividend.
Earnings per share, growth per year+3.1%
Dividend (yield on the price)4.2%
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.6% → 4%
⚠ Rate on operating basis: 2025 sits 55% above its own trend.
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Luxury Goods · 134 stocks
Beats the industry median on 7/13 measures
A mixed picture versus its industry peers.
Valuation
Quality Score34 · Bottom 25%
Fair Value upside+11% · Above median
Profitability
Return on equity (TTM)22% · Top 25%
Return on assets5% · Above median
Net margin (TTM)4% · Below median
Operating margin (TTM)5% · Below median
Growth and dividend
Revenue growth78% · Top 25%
Dividend yield (TTM)4.2% · Above median
Balance sheet
Debt / equity0.55× · Highest 25%
Valuation Multiplesvs Luxury Goods median · lower = cheaper
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Is Aurora Design PCL (AURA) overvalued or undervalued?
As of Sep 24, 2026, our model estimates a fair value of 14.88 THB versus a price of 13.40 THB, about +11% upside (undervalued).
What is the fair value of AURA?
Our model-based fair value for Aurora Design PCL is 14.88 THB (as of Sep 24, 2026), built from audited fundamentals. The current price: 13.40 THB.
What is the quality score of AURA?
Aurora Design PCL has a Quality Score of 34/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Aurora Design PCL (AURA)?
Our model-based price target is the fair value of 14.88 THB (as of Sep 24, 2026) from 17 valuation models. Cautious scenario 7.35 THB, optimistic scenario 23.10 THB. It is a calculation from audited fundamentals, not an analyst target.
What is the Aurora Design PCL stock forecast for 2026?
Our models put fair value at 14.88 THB, about +11% upside versus a price of 13.40 THB (undervalued). Cautious scenario 7.35 THB, optimistic scenario 23.10 THB. The calculation is refreshed regularly with new filings.
What is the revenue of Aurora Design PCL (AURA)?
Aurora Design PCL reported trailing-twelve-month revenue of about 45.7B THB (latest available figure, as of Sep 24, 2026).
Does Aurora Design PCL pay a dividend?
Aurora Design PCL currently shows a dividend yield of about 4.18% relative to its recent price (as of Sep 24, 2026).
What is the intrinsic value of Aurora Design PCL (AURA)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Aurora Design PCL it is 14.88 THB per share (as of Sep 24, 2026), against a price of 13.40 THB. It is the blended result of 17 valuation models (cash flow, earnings, asset, dividend).
Is Aurora Design PCL stock overvalued or undervalued in 2026?
As of Sep 24, 2026, AURA trades below its calculated fair value: price 13.40 THB, fair value 14.88 THB, a gap of about +11% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of AURA?
No. The price is what the market pays today (13.40 THB); the fair value is what the company's own numbers justify (14.88 THB). For Aurora Design PCL the two are 1.48 THB per share apart. That gap is exactly why we show both numbers side by side.
How much is Aurora Design PCL worth?
The market values Aurora Design PCL at about 19.5B THB (market capitalisation, as of Sep 24, 2026). Per share that is 13.40 THB; our models calculate a fair value of 14.88 THB per share.
What do the bullish and bearish scenarios say about AURA?
Our models span a range for Aurora Design PCL: cautious scenario 7.35 THB, base 14.88 THB, optimistic 23.10 THB per share (as of Sep 24, 2026, price 13.40 THB). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of AURA?
Aurora Design PCL trades at a price-to-earnings ratio of 10.2 (as of Sep 24, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of 14.88 THB is built from several models across several years. Other multiples: P/B 2.7, P/S 0.4, EV/EBITDA 12.2.
How solid is the balance sheet of Aurora Design PCL (AURA)?
Balance-sheet figures for Aurora Design PCL (as of Sep 24, 2026): return on equity 22.2%, debt of 0.55 per unit of equity. They feed the Quality Score of 34/100, which measures business quality independently of the share price.
How far is AURA from its 52-week high?
Aurora Design PCL trades at 13.40 THB, about 11% below its 52-week high of 15.10 THB and 13% above the low of 11.84 THB (as of Sep 23, 2026). Distance from the high says nothing about value: that is what the fair value of 14.88 THB is for.
Which stocks are comparable to Aurora Design PCL?
From the same area (Consumer Cyclical) we also value Compagnie Financière Richemont SA, Christian Dior SE, Kering SA, Tapestry, Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Aurora Design PCL stock attractive at the current price?
The data as of Sep 24, 2026: price 13.40 THB, calculated fair value 14.88 THB (+11%), Quality Score 34/100, from 17 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of AURA calculated?
We run Aurora Design PCL through 17 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of 14.88 THB, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.1 % above its aggregate fair value. Aurora Design PCL currently trades 11 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Aurora Design PCL (AURA)?
The closing price on Sep 23, 2026 was 13.40 THB. Our model-based fair value is 14.88 THB, about +11% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Aurora Design PCL right now?
The model range is unusually wide (7.35 THB to 23.10 THB). The outcome hinges heavily on assumptions, so read the point estimate with caution. Evidence is limited here (fewer models, shorter history), so the fair value is a rougher estimate than usual.
Key figures of Aurora Design PCL
How large is the market capitalisation of Aurora Design PCL (AURA)?
The market capitalisation of Aurora Design PCL is 19.5B THB (≈ $586M). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Aurora Design PCL (AURA)?
The price-to-sales ratio of Aurora Design PCL is 0.38 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Aurora Design PCL (AURA)?
Earnings per share at Aurora Design PCL are 1.31 THB (price ÷ EPS = P/E 10.2). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Aurora Design PCL (AURA)?
The dividend yield of Aurora Design PCL is 4.2% (payout 42.7%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Aurora Design PCL (AURA)?
The net margin of Aurora Design PCL is 3.7% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Aurora Design PCL (AURA)?
The return on equity (ROE) of Aurora Design PCL is 22.2% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Aurora Design PCL (AURA)?
On an EBIT basis the return on assets of Aurora Design PCL is 9.2% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Aurora Design PCL (AURA)?
The operating margin of Aurora Design PCL is 4.6% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Aurora Design PCL (AURA)?
Revenue at Aurora Design PCL is growing +77.8% versus a year earlier (3y avg +9.6%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Aurora Design PCL (AURA)?
Earnings per share at Aurora Design PCL are growing +74.1% versus a year earlier. How much earnings per share grew versus a year earlier.
How much free cash flow does Aurora Design PCL (AURA) generate?
The free cash flow of Aurora Design PCL is −4.9B THB (fiscal year 2025). The cash truly left after running and investing in the business, this is what pays dividends and buybacks.
How much net debt does Aurora Design PCL (AURA) carry?
The net debt of Aurora Design PCL is 14.3B THB (fiscal year 2025). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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