After the relaxation of Covid-19 restrictions, Beauty Gems managing director Suriyon Sriorathaikul was instantly back on track.
Beauty Gems managing director Suriyon Sriorathaikul. (Photos courtesy of Beauty Gems)
The recent opening of a flagship store at Park Lane Bangkok in Ekamai is followed by Beauty Gems' annual jewellery showcase, which runs until July 23 at The Event Hall, Central Chidlom.
"The global health crisis reminds us that we are on a path of constant change and uncertainty," said the affable Suriyon. "We had to postpone these two major events, planned for March and May. But as soon as possible, we made it happen under the new normal way of life."
Inviting a big crowd was out of the question, and instead only 10 guests per round congratulated Suriyon on the store opening.
"Instead of one hour, the event took the whole day," he said. "Some people may think that business expansion is risky as we're facing a recession. But we must move on to stimulate the economy."
Founded in 1964, Beauty Gems has grown from a small family business to an award-winning gem and jewellery manufacturer, with 90% of production destined for export.
The Secret Diamond Garden mask with emeralds adorning the detachable necklace.
Its fine jewellery collections are retailed at showrooms in its international headquarters on Sathon Nua Road and Silom Business Center as well as stores in Bangrak and the new one in Ekamai.
"First and foremost, Beauty Gems is an internationally-known jewellery manufacturer and exporter. To be truly successful, we want it to be a household name in Thailand," he said. "Local customers can visit our retail outlets and see how Thai designers and craftsmen create wonderful jewellery that makes Beauty Gems a reputed Thai brand abroad."
During the lockdown, the jewellery house worked on a meaningful collection for the grand opening of its new store.
Sparkling with diamonds as well as stunning pink and blue sapphires, Be Strong necklace symbolises strength in welcoming any challenges. Likewise, Stay Strong necklace, earrings and ring boast diamond-encrusted tourmalines that energise wearers to hold on in overcoming the health crisis.
Other pieces named Cheer Up, Rise and Shine, and Bright Future feature diamonds, pearls, emeralds and yellow sapphires that recharge positive energy.
Stay Strong set with diamond-encrusted tourmalines.
The Rise and Shine design is a marriage of the strength of diamonds and emeralds with the delicate nature of pearls, to express a sense of freshness and a readiness to embrace new things.
In addition, Suriyon unveiled "Jade Fish Swimming In Lake" objet d'art carved from the auspicious stone, embellished with diamonds. It symbolises fortune and opulence, while also exuding a feeling of peace, health, wealth and happiness.
"Since the beginning of the year, Thailand has gone through many challenges. Many people and industries are affected by the economic impact of the global health crisis," he said. "The opening of the new store and this jewellery collection represent resilience that we can bounce back, to resume business."
It's definitely business as usual for the Thai company, whose annual showcase at Central Chidlom presents a wide range of jewellery, from more affordable bijoux under the Beauty Diamond brand to high-end pieces with large emeralds, rubies, sapphires and other precious stones.
Themed "The Secret Diamond Garden", it also displays a collection of dazzling face masks that have become essential accessories under the new normal way of life. The silk face masks are adorned with detachable jewellery, such as brooches, bracelets or necklaces.
Rise and Shine is a marriage of diamonds and emeralds with pearls.
Relating to nature and the event's theme, emeralds gleam along with diamonds on a platinum necklace attached on The Secret Diamond Garden Mask; whereas pearls, rubies, sapphires, pink sapphires and diamonds adorn the Donovan mask with a butterfly and flower motif.
The Diamond Mask collection features eight pieces and sketches of nine masterpieces displayed on a wall in Beauty Gem's secret diamond garden.
"People are required to wear a mask for hygienic reasons, but that shouldn't stop them from self-expression," he said. "The design and craftsmanship make each mask a piece of art. The wearable art makes it more playful in protecting oneself, as we still have to be on guard against the novel coronavirus."
During the lockdown, Suriyon had to ensure the survival of the jewellery house as well as businesses in other industries.
"Beauty Gems plays a role in driving the jewellery industry, which in turn, along with other industries propel the total economy," he said. "We have taken the lead in organising two consecutive events, as each small part of the economic mechanism has to keep on moving, for Thailand's socio-economic recovery from the Covid-19 crisis."
"Beauty Gems The Secret Diamond Garden" runs until July 23, from 10am until 9pm at The Event Hall, Central Chidlom. For more information, call 02-237-8680-9, 085-488-9580, or visit beautygems.com.
Be Strong necklace with diamond-encrusted pink and blue sapphires.
Jade Fish Swimming In Lake symbolises fortune and opulence.
Donovan mask with pearls, rubies, sapphires, pink sapphires and diamonds.
Luciano mask with a detachable bracelet embellished with diamonds and topazes.
