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Designers behind Thai jewelry brands that are becoming more popular in international markets are capturing the hearts of customers by presenting unique collections.


Founder and creative director of Carletta Jewellery, Surasak Maneesathianrattana, reveals that his brands is getting more attention from overseas customers, especially those from Singapore, Malaysia, Hong Kong and the Middle East. He adds that designing jewelry is not only about following trends, but also expressing the brand’s personality.


“Today’s society is moving at a fast pace. Everyone knows how to use Google, and thus trends around the world are very similar. Designers make their own mark with their unique designs. I really believe that each brand should have its own story. For Carletta, every collection tells a story that cannot be contained only in one piece of jewelry,” says Surasak.


For example, the ‘Only World’ ring by Carletta Jewellery is made from Lapis Lazuli that has shimmers of gold, blue and white in the round gemstone. On the wearer, it represents a view of earth with the blue seas when looking back from up in the universe.


Surasak says that business owners in the Thai gems and jewelry industry have the talent, but sometimes they are attached to the idea of selling in large amounts. Actually, if the brand is strong enough, they can sell in small lots as well. Moreover, trade shows are another channel to meet new customers.


“The brand joined the Bangkok Gems & Jewelry Fair organized by the Department of International Trade Promotion (DITP) five or six times already. We know that the DITP would always invite new buyers to the show, while special zones like the New Faces or The Jeweller offer new brands a space to participate in this show,” he adds.


Founder of Jittrakarn and lecturer at the Department of Industrial Design, Faculty of Architecture, Chulalongkorn University, Jittrakarn Bunterngpiboon agrees that joining domestic and international trade shows are important opportunities to meet customers, as well as utilizing social media to communicate with followers of the brand.


“International customers trust that jewelry made in Thailand is high quality as Thailand is both a country where there are both raw materials and manufacturing plants. To sell jewelry, it’s crucial to find the balance between the identity of the designer and the demands of the customer in order to be commercially successful,” says Jittrakarn.


The Jittrakarn brand has participated in many international design events, from Maison & Objet in Paris, Milan Design Week in Milan, and has won design awards such as the Demark, Gmark, and Red Dot awards, all of which has proven the brand’s strength in unique and beautiful jewelry designs.


Jittrakarn shared that, “To build your own brand, you must find your identity and not just become another online brand. Start from either your own passion, or more practical knowledge like the understanding of material.”


This year, from February to August 2018, the Department of International Trade Promotion is organizing the Thai Jewelry Training Series 2018 to develop Thai jewelry business owners through seminars that allow participants to learn about gems and jewelry trends from product design, marketing and consumer behavior, brand-building, manufacturing technology, digital marketing, as well as exchange knowledge with leading brand founders from Thailand and beyond. 


The 62nd Bangkok Gems & Jewelry Fair held by DITP will take place from September 7 to 11, 2018 at Challenger Hall 1-3, IMPACT Muang Thong Thani. This prestigious fair will feature both international and domestic brands where an expected 20,000 buyers and visitors from over 130 countries can explore a variety of products. For more information and pre-registration, please visit www.bkkgems.com