“…For more than 33 years, Dermond has navigated the intricate world of fine jewellery, but the past four to five years have witnessed the brand’s most significant metamorphosis. This transformation encompasses not merely design evolution but a complete reimagining of their marketing philosophy, particularly their strategic pivot towards international markets, with the Middle East taking centre stage. This bold new direction unfolds under the visionary leadership of second-generation heir, Sirapat Pipatveeravat.…”
Redefining Contemporary Luxury
“We’re determined to reshape our image to reflect the zeitgeist,” explains Managing Director John, his eyes gleaming with unwavering determination. “The concept behind our newly refurbished Siam Paragon flagship, which we’ve christened ‘Reimagined Luxury,’ represents a fresh interpretation of opulence. Gone are the days when luxury needed to shout from the rooftops or embrace ostentatious super-luxury aesthetics. Instead, we’ve crafted an environment that envelops customers in warmth and comfort, allowing them to discover jewellery that truly resonates with their authentic selves.”
Diversity as the Cornerstone of Excellence
The remarkable diversity woven throughout Dermond’s design philosophy serves as the beating heart of the brand’s success. “Our Bridal Collection commands approximately 30% of our retail space, primarily serving customers embarking on their inaugural diamond journey. For these precious moments, Dermond emphasises comprehensive education about proper diamond selection. Our everyday luxury pieces range from 30,000 Baht to well into six figures, representing our most sought-after category due to their versatility and effortless wearability. We maintain our haute joaillerie division, which remains fundamental in showcasing Dermond’s meticulous craftsmanship and unparalleled artistry. Our design portfolio features several signature collections that embody our unique aesthetic: Absolute Deco reinterprets Art Deco artistry with contemporary sensibilities, highlighting both intricate detailing and masterful craftsmanship. Deco Elements transforms this classic style into something more playful and accessible, Art Deco reimagined for modern lifestyles. Our recently relaunched Chic Collection celebrates understated elegance whilst remaining refreshingly unconventional, creating statement pieces that are utterly distinctive.”
Generational Bonds and Devoted Patronage
Dermond’s extraordinary success story would be incomplete without acknowledging their devoted clientele, many of whom represent generational relationships spanning from mothers to daughters. “Our customer demographic spans from 25 to 65 years of age, with mothers and daughters frequently shopping together. The relationship between Thai culture and jewellery, particularly between mothers and daughters, creates an enduring connection that transcends generations. This insight inspired our ‘Generation to Generation’ campaign, which celebrates the precious bonds between mothers and daughters through the language of jewellery. Complementing this is our ‘Timeless Service,’ unlimited aftercare that extends indefinitely, ensuring that even pieces purchased three decades ago can still receive expert maintenance and restoration. This commitment transforms our jewellery into genuine heirloom pieces that truly transcend time.”
Uncompromising Standards of Excellence
One aspect customers can rely upon absolutely when investing in Dermond jewellery is the exceptional quality of their diamonds and precious stones. “Whilst our pricing may exceed certain competitors, our diamond quality surpasses international standards. Dermond personally vets every single diamond, not merely relying on GIA or MRHD certification, but conducting additional verification to ensure customers receive absolutely optimal value and perfection. “Three decades ago, we exclusively offered flawless diamonds, but only in the past decade have we acknowledged that such perfection has become increasingly rare. Consequently, we’ve adjusted our standard to VVS grade whilst maintaining our exacting standards.”
International Expansion and Global Ambitions
Dermond has boldly expanded into international markets, with particular emphasis on the Middle East, reflecting John’s unwavering commitment to establishing Thai jewellery brands on the global stage. “We entered Middle Eastern markets following the pandemic, partnering with major retailers in Qatar before expanding into Kuwait, Bahrain, and the UAE. Currently, we operate through both permanent boutiques and annual trade exhibitions, with cultural adaptation and local engagement gradually earning us greater recognition.
“Many renowned global brands manufacture in Thailand, yet precious few actually create and export their own brands internationally. We’re determined to become pioneers in this regard, with expansion plans encompassing both Asia and Europe.“
