“Since the beginning, I wanted to modernise traditional Thai enamel jewelry, so that young people would not hesitate to buy and wear it.”
Horizon talks to Prempichai Praharnpap, owner and designer of Prem Jewelry, on how he has modernised Thai jewelry and marketed it to the world.
Can you tell us a little about Prem Jewelry?
My family has been in the jewelry business for decades, and before I created my own brand, Prem Jewelry, I designed jewelry using enamelling techniques for many years. Established in 2017, Prem Jewelry specialises in jewelry products, which are designed and made using Thai traditional enamelling techniques.
How are your jewelry collections different from others using similar techniques?
Since the beginning, I wanted to modernise traditional Thai enamel jewelry, so that young people would not hesitate to buy and wear it. The unisex designs are contemporary and suitable for both men and women.
What are your main collections?
Currently, Prem Jewelry has two collections, NAKORN and SIMPLISH. NAKORN combines a traditional Thai enamelling style with the beautiful, detailed lines of Art Nouveau. There are two sub-collections, Silver NAKORN and Golden NAKORN. Meanwhile, SIMPLISH looks simple and modern. Each piece of jewelry has one enamelled colour; customers can choose from white, yellow, red, turquoise and black.
Who are your customers?
Most of my customers are women aged from their early twenties to 70 years old. Those in their early twenties to mid-thirties prefer the SIMPLISH collection because of its simple design, which can be used for any occasion and the price is quite affordable. NAKORN collection has a smaller group of customers with higher purchasing power. Its main customers are women aged 35 years old and over. For foreign customers, the Singaporeans and Chinese love both NAKORN and SIMPLISH, while customers from the US, the Middle East and Russia prefer NAKORN.
What are your plans for the future?
I plan to increase our wholesale business and focus more on online marketing, as well as displaying the collections in leading shopping centres in Thailand.
How has DITP supported your business?
By participating in DITP’s Talent Thai project, I have learned a lot from experts, including design techniques, marketing and other business skills. It also gave me the opportunity to meet and exchange ideas with other young designers on this project, which is very useful for my work. Moreover, Prem Jewelry was selected to display and distribute jewelry at DITP trade fairs such as Bangkok Gems and Jewelry Fair, and STYLE, which allowed me to meet potential Thai and international customers.
For more information, follow IG: premjewelry or send an email to: Prempichai@gmail.com
Photo courtesy of Prem Jewelry
