Issue 27

 

 

Nature creates its own beauty, but craftsmanship allied to creativity can open up fresh markets even for a company well versed in its trade.

“Nature plays a big part in the success of our products,” says Danai Leosawathiphong, managing director of Siam Royal Orchid Co. Ltd., one of the twenty businesses that joined the second edition of DITP’s Product Champions – Potential Development of Silver Jewellery Products and Markets Project.

The project aims to support entrepreneurs develop their products and expand into more markets.

“After learning about trends and designs and taking part in a marketing and product development workshop with Carlin International, we can apply what we have [learned] to match the market’s demand,” says Leosawathiphong.

Initially Siam Royal Orchid started by producing souvenirs. “We did not have any intensive design background. We just saw that the different shapes of those natural objects can be applied with technology to create jewellery accessories,” says Leosawathiphong. “Now we have paid more attention to trends, customer’s lifestyle and the most important thing is our own capability. This is the core of what we have learned.”

According to the Thai entrepreneur, Siam Royal Orchid’s jewellery is “mostly simple” and much influenced by nature. “Real orchids, roses, pansies, leaves, fruits are carefully selected for their quality, shape, size, colour and each are transformed into gold, silver, copper plated and fine silver jewellery based on their design,” he says. “Selected pieces are individually wired for further processing in preparation for electroplating technique.”

Even though the company has over 10 years’ experience in creating souvenirs for key export markets, such as the US, the UK, the EU and Russia, Leosawathiphong believes the company is just a beginner in jewellery design.

“We are moving to another step from what we have learned,” he explains. “We have launched another brand called ROC – Resourceful Original Creation. This brand offers a uniquely individual piece of jewellery made from natural objects, even from the same species of flower, as our expertise.

“Now we are trying to promote ourselves to markets through different channels targeting 50% exports and 50% domestic sales. We are using technology and, of course, joining all possible events held by the DITP.”

For more information, please visit www.siamroyal.com

Words by Natthinee Ratanaprasidhi