ENCHANTÉ DESIGNER BRAND - VVS GEMS ON UK HARPER'S BAZAAR

Written by: Lupe Baeyens 

The illuminating world of fine jewellery and precious stones sparkles very brightly, so it is easy to understand the imminent success and allure of the Thai brand VVS Gems. Inspired by the idea that the brilliance of stones should be experienced by all, VVS Gems instinctive design and marketing approach has led them to create instantly recognisable shapes transforming every day into a momentous occasion.  

Focusing on quality, craftsmanship and the highest grade of clarity are strong values Founders Vasana Ratanasunya & Martin Storaker hold with their wearable pieces of art. Having placed Thailand on the map for fine jewellery, while establishing themselves as the number one online retailer, VVS Gems gets ready to make the leap to the rest of the world.

At the core of VVS Gems is the desire to make diamonds approachable for everyone, by offering different gems at different price ranges but also by stripping the diamond of its romantic connotation. “Thailand is home to the world’s best craftsmanship, making diamonds very popular. However, when going to Europe and America, diamonds are quite far from people and reserved for many momentous occasions. We aim to change this, not only do we want to connect to people of different budgets we also want to communicate that you should celebrate every day, and make every day a special occasion, not to wait for it to come to you, but truly create your happiness. 

Finding initial success in 2015, the ball – or diamond – really got rolling at the start of 2020 when they decided to turn their business approach around and start selling their stock through live streams. “There is this idea that if you have a diamond brand, you should have a shop, we wanted to embark on a different route. While the world hit pause, they hit play. “We didn’t plan it at all, we wanted to stay connected with our audience, so decided to host Instagram lives, showing off our available stock and keep building the trust of our customers.” Each live stream is treated as a TV show and never ceases to look for a new way to entertain their ever-growing fanbase. “We wanted to make our live streams an exciting event to look forward to with exclusive gifts and performances by Thailand’s most famous singers, it’s our way of giving back to our customers. If they buy something along the way that’s fantastic, but it was never our main goal.

The biggest challenge VVS Gems face is with time, which is twofold. Firstly, by not having a long heritage as compared to their competition, as well as not having enough hours in the day to focus on all the big plans they have for the brand. “In the diamond industry trust is pivotal, brands with a longer heritage have been able to build this trust gradually. We have only been around for five years, our background doesn’t span that far, so we need to differentiate ourselves by focusing on a more personal connection and a deep level of trust by offering the highest quality and  clarity, this is how we have managed to gain the 

trust of our customers so much so that they are willing to buy diamonds online, without seeing them before purchase.”

Currently working on eight big masterpieces, they hope to make a lasting impact on the international market. The joy and brilliance they have spread throughout Thailand should be shared elsewhere. “We hope to connect with more people and make them feel like diamonds are not as unattainable as they might think and show them that you should splurge on yourself a little and make every day a special occasion.” Currently the number one online brand in Thailand, they offer a fresh take on the diamond industry and go against the old world through new platforms and the future looks bright.