When a kid, two of the first things Phuris Bunjapamai learned from his father about the family business was pearl-stringing and watch-winding.
"It was and still is very difficult to do," he said of stringing pearls. "I guess I don't have the dexterity."
Nevertheless, the 24-year-old Phuris has a strong passion and other skills that allow him to continue the family jewellery business, which dates back to 1946, after the end of World War II, when his grandfather Pipat Bunjapamai founded the Tok Kwang workshop in Ban Mo, Bangkok.
One of Thailand's notable jewellery houses, Tok Kwang International, or TKI, expanded into luxury retailing. The family-owned TKI Group serves as an authorised operator of Patek Philippe boutiques in Thailand, and is an exclusive dealer of watch winders and fine writing instruments.
Phuris is a TKI Group director with a sparkling vision for Yong, another jewellery brand launched by his father, Phumiphan Bunjapamai, in 1985.
However, he had to leave a bustling life in the Big Apple behind, as well as a career at Commercial Investment Trust, where he worked as a risk analyst, after completing a master's degree in financial risk management from Columbia University, New York.
"I figured out that I want to execute my creativity rather than work with numbers," he said. "It's definitely in the DNA. My father is very pleased that I place importance on the family business, which is as dear to me as much as to him."
Phuris also holds a bachelor's in new media and communications from Fordham University, in New York. Furthering his studies in a completely different discipline -- finance -- was about grooming himself for the family business.
Spirit of the South Sea with white South Sea pearls.
Since his older brother oversees sales and finance, Phuris focuses on product development and marketing in relaunching Yong fine jewellery with a modern and youthful spirit.
Compared to Tok Kwang, the Yong brand offers accessible jewellery sets with fewer or smaller diamonds or other precious stones but that is GIA-certified in its high quality. The contemporary designs are functional and casual for everyday wear, while the production is carried out according to the house's fine jewellery tradition by skilled craftsmen.
Yong's new era under Phuris' leadership began with the autumn-winter 2019 collection featuring white gold and diamond-set Eternal Spark and Shining Star pieces.
White South Sea pearls and emeralds have been handpicked to embellish the Spirit of the South Sea and Swan Lake necklace, ring and earrings.
The Swan Lake collection is inspired by the swan's graceful movement on the water, whose reflections are captured in the gemsetting.
Each piece comes with a lifetime warranty, which relates to the auspicious brand name Yong, meaning long-lasting.
"We're in a dynamic industry. There is a myriad of beautiful jewellery from big international brands and local jewellers," he said. "The purchasing decision, though, may not about be the design or precious stones. It can be influenced by how the jewellery is emotionally portrayed, especially through marketing messages and campaigns."
From his experience of the jewellery scene in New York, he added how the marketing pinpoints specific customers, going into details of their background in order to develop winning campaigns.
"Since 1946, we have a rich heritage in jewellery-making. This will be enhanced by technology such as 3D printing that will be used for bespoke pieces that we will introduce next year. Another new product line at a lower price point will also be launched, in attracting a wider audience, particularly younger clients," the third-generation jeweller said of taking the Yong brand to the next level.
Eternal Spark.
Swan Lake with emeralds.
Ice Drop earrings. Thapanat Lerdtham
Phuris Bunjapamai.
Yong boutique at Siam Paragon.
