Issue 43

Thanyaporn Chiewhatpong, the marketing manager of Grace of Art, talks to Horizon Thailand about transforming her family business into producing silver jewelry for the international market.

Please tell us about Grace of Art, how did it start?
Actually, my family’s business is in manufacturing silverware. We produce custom-made products ordered by customers with general patterns. However, the market has lately changed and Chinese manufacturers have become our main rivals and compete with us over customers through lower prices. This is the reason why we have to do new things. So, I started to design fashion jewelry collections to find a new distribution opportunity.

What is your inspiration in designing products?
I have an idea that we can use the low-value materials that surround us to create new products with increased value such as artificial gemstones, cubic zirconia and natural materials, such as shells. Our jewelry is unique and distinctive from other silver fashion jewelry. It also creates greater choice for customers who love well-designed jewelry.

What is the unique characteristic of Grace of Art?
Grace of Art focuses on silver jewelry production with a natural design. Our design has received various award-winning prizes such as Ploi Thai Award 2011, Asian Fashion Jewelry & Accessories Design Competition 2006, Prism Award 2005 and International Jewelry Design Competition 2002.

What has been the response from your customers?
We have got very positive feedback. Our customers really love our products. Many of them come back with repeat orders.

 

 

What are the main factors behind your success?
Apart from our outstanding design and high quality silver, our success comes from our teamwork. My design team and I always participate at jewelry fairs all over the world to generate new ideas and inspiration to develop new products for the market. Moreover, we work closely with our customers to ensure that we fully understand their needs and make products that meet their expectations.

What do you think about Thailand’s silver jewelry industry?
It’s great. Thai silverware and silver jewelry is very famous. Thailand is a hub for exquisite, high quality silver jewelry designs at affordable prices.

What is your plan for the future?
I would like to change the current ratio of 70% international market and 30% domestic market into 50% and 50% split. Now we have a new sub-brand called ‘GLINTZ’ that aims to attract young professionals. However, our brand is still small scale and it needs more development and promotion.

For more information, visit www.graceofart.com

Photo courtesy of Grace of Art