“The heart of our brand is diamonds, design and devotion.”
Der Mond, one of Thailand’s best established jewelry brands shares its secret in capturing the heart of diamond lovers and paving the way to international markets.
Jewelry made in Thailand is known worldwide for its charming designs and intricate craftsmanship. Today, the gems and jewelry industry is considered one of the country’s top three industries with export value over US$12.8 billion in 2017.
Sirapat ‘John’ Pipatveeravat, creative director of Der Mond, is the second generation of his family to run the jewelry business that has been catering to Thai and international customers for more than 25 years. With a background in architecture, Pipatveeravat stepped in to play a significant part in both the design and marketing of the business just five years ago.
“The heart of our brand is diamonds, design and devotion,” says Pipatveeravat. “Over 90% of our products feature diamonds and we pride ourselves on being experts in diamonds; every stone has to undergo strict checks before becoming a part of our jewelry to ensure that customers get only the best stones.”
Apart from being top-notch quality, Pipatveeravat says the designs of Der Mond products are classic yet full of character. One of the most popular collections, Absolute Deco, was inspired by the Art Deco era and has received praise from customers for its elegant look and dedicated craftsmanship.
Der Mond has also established a customer base in Japan with its latest collection that has hit the right spot among Japanese jewelry lovers.
“Three years ago we partnered with a Japanese importer to feature Der Mond jewelry in leading department stores in Tokyo,” says Pipatveeravat. “Though in the beginning we had very little knowledge about the tastes and preferences of Japanese customers, last year we had a breakthrough with our Fireworks collection that sold really well.”
Part of Der Mond’s success in both the domestic and overseas market may be due to its designs reflecting both Eastern and Western aesthetics, under the concept of ‘modernized heritage’, revisiting classic and vintage designs and modernizing their look and feel for the brand’s customers.
Pipatveeravat is confident of the future of the gems and jewelry industry in Thailand, especially the diamond jewelry business.
“The strength of Thai diamond jewelry lies in its competitive prices, appealing designs and [high] manufacturing techniques,” says Pipatveeravat. “In the ASEAN region, Thailand is definitely a hub for diamond jewelry. Buyers have confidence in the quality of diamond jewelry produced by Thai craftsmen. Most importantly, Thai manufacturers are flexible about customizing products to order.”
Pipatveeravat is a great advocate of the Bangkok Gems & Jewelry Fair, at which Der Mond has participated for more than 20 years.
“The fair is a great platform for businesses to maintain existing customers as well as connect with new ones. Moreover, the DITP has been very active in training a new generation of jewelry makers which is promising for the country’s gems and jewelry industry.”
For designers, buyers, or manufacturers looking forward to catching up with the latest trends and technology in the jewelry industry, don’t forget to visit the 61st Bangkok Gems & Jewelry Fair, which will be held from February 21 to 25 at IMPACT Challenger Hall 1-3, Muang Thong Thani.
Words by Pimsirinuch Borsub