Second-generation family jeweller Sirapat Pipatveeravat has an eye on both export and import in expanding the business, Der Mond, which celebrated its 25th anniversary last year.
Der Mond's dashing heir assumes a dual role in heading both the design and marketing departments.
One of his marketing strategies has been to establish Der Mond's presence in Japan, as the first Thai brand to open retail counters in Osaka and Hokkaido.
"We're waiting for the right location in Tokyo. In the meanwhile, we did a big event there last month to raise brand awareness and present the latest Firework collection, which turned out very satisfactory," said the jewellery designer/marketing manager.
Launched last year, the May-kha collection particularly appeals to Japanese customers, who like the delicate motif inspired by Thai ancient drawings of clouds and crafted by mixing artisanal techniques.
Exceptional gemstones, modern-classic design and meticulous craftsmanship are combined in making Der Mond's fine jewellery, showcased in Thailand at the flagship store in Siam Paragon.
Its everyday-wear pieces are offered under the Reverof brand, while statement pieces include those from the Firework and Absolute Deco collections.
With a background in architecture, Sirapat relates well to Art Deco building and jewellery, whose motifs and geometric forms have been recreated in the Absolute Deco collection.
"From around 1920 till 1935, jewellery thrived in the Art Deco era, when women wore them to make a fashion statement and a variety of designs fulfilled the demand," he noted. "Designed with contemporary aesthetics and adorned with brilliant- and emerald-cut diamonds, the Absolute Deco collection consists of earrings, bracelets, bangles, brooches and rings, which can be worn individually or perfectly together.''
Distinct Italian designs by Piero Milano and Verdi are also on display at the flagship store. Sirapat discovered the Italian brands through their distributors in Japan, and launched them in Thailand earlier this year.
Piero Milano has a history of over 60 years in using traditional methods and sophisticated technologies to make jewellery, such as those in precious metal with a titanium core that makes it more flexible and comfortable to wear. Machinery is also used to wind gold thread up a spiral titanium interior in making stretchable bracelets and rings.
Likewise, cutting/setting technologies and artisanal skills are combined in producing Verdi's Italian-style jewellery adorned with diamonds, coral, black spinel and turquoise.
"Each country has its own jewellery know-how. Thai artisans specialise in hand-crafting techniques, whereas Italian jewellers' use of machinery allows diverse designs with added dimensions," noted Sirapat.
As Italians deem that jewellery should be functional and worn, the designs tend to be simple, with little diamonds rather than large stones.
For Thai people, jewellery relates to style, status and an inheritance for the next generation, Sirapat observed, and they might seek more pricey pieces, worn on special occasions.
Piero Milano and Verdi products are priced between 80,000 and 300,000 baht, whereas Der Monds' jewellery ranges from 30,000 to millions of baht.
The variety and prices cater to different clients, who can find the best of both worlds at the flagship store.
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