Dusit Thani Bangkok has been home to the Jasmin jewellery house for almost half-a-century, but as the hotel will close down for a major renovation in January, a new store recently opened its doors at Anantara Siam Bangkok Hotel to receive loyal customers.
"We've been based at the Dusit Thani Bangkok for 47 years, before I was born," said Panuwat Sabmaneeanant, who along with three other siblings manages the family business.
The second generation of jewellers began rebranding Jasmin three years ago. One of the strategies is to expand retailing to shopping malls, first by opening a store in The Emporium on Sukhumvit Road.
Panuwat is preparing for the launch of a counter at Takashimaya department store, which will open next month at IconSiam on Charoen Nakhon Road.
"In Bangkok, 50 years back, we didn't have these shopping malls. The Dusit Thani Bangkok serves as an ideal location because of the privacy, security and customers' convenience," he said. "The new store at the Anantara Siam Bangkok Hotel provides a similar setting where our presence in shopping malls makes our jewellery more accessible to customers."
While steering Jasmin's new chapter, Panuwat cherishes its past at the Dusit Thani Bangkok.
When old enough to help out with the family business, he cleaned glass counters, familiarised himself with diamonds and other precious stones, and enjoyed chatting with customers.
"I learned a lot about jewellery and other matters from talking to customers," he said. "It's not an obligation to continue the family business. I really do enjoy being a jeweller and interacting with customers."
The new store at Anantara Siam Bangkok Hotel showcases the more luxe and pricier pieces, including The Beginning collection, whose asymmetric designs are inspired by twirling dresses and dance moves.
"The concept of this collection is about the opening of a dance floor and the happiness of being together at that moment. Thereafter, it doesn't matter whether the dancing partners strictly follow the steps. They just enjoy the dance," Panuwat explained.
The rebranding also includes modernising the store and designing jewellery under the "Everyday Shining" theme to attract new and younger customers.
"Minimalist, graphic but still luxurious," he said of the brand's contemporary designs. "But you can't just visualise them from a picture, and have to come to the store, in order to touch and feel the Jasmin signature in our jewellery."
For instance, the shape of a diamond girdle -- a narrow section dividing the stone's crown from the pavilion -- inspires the designs of the more casual yet delicate Modest Facet pieces.
"Jasmin collections revolve around occasions with pieces matching activities and lifestyle that wearers undertake seven days a week. Our jewellery thus can be very much a part of the wardrobe and self-expression," he said.
