Ravipa: Taking Affordable Quality Thai Jewellery to the International Market
The quality of Thai craftsmanship is renowned throughout the world.
Ravipa is targeting a younger generation who are looking for affordable everyday jewellery.
Most of its international customers buy their products online.
Ravipa is a jewellery brand founded in 2012, when Thanisa Veerasaksri saw a market opportunity while in her third year at university. Even though she was studying Business Administration, her sister was taking a jewellery making class in the US.
“We believe that every jewellery piece has its own meaning,” Veerasaksri says. “Our design leans towards a minimal style, and our jewellery is more for everyday wear than as statement pieces. Each design conveys a subtle meaning that will tell a story or reflect the personality of those who wear it.”
Currently most popular is its Ravipa Reminder collection, which has been worn by singer Lisa from Black Pink. This aligns with the company’s strategy to target younger generations.
“Our consumers range from first-time shoppers to women in their 40s,” Veerasaksri says. “We focus on everyday wear because we want to make sure that you can easily pair it with an outfit.”
Veerasaksri joined DITP programme, Talent Thai, in 2014. She explains that at that time they had only just started the brand, and that joining the DITP programme helped them grow. Veerasaksri also discovered much about connecting with the right customers from other countries.
“I had a really great time joining the DITP programme because it taught me a lot,” she says. “I think one of the most important things that I learned is that Thai craftsmanship is well renowned in the global jewellery business. Many people from other countries know that Thai jewellery is very delicate, and our customers are also happy about our style and exquisite work.”
Now the company has 12 shops in Thailand, while international customers from neighboring countries, such as Hong Kong and Singapore, mostly buy their products online. The brand has plans to expand to the US and Europe as well, something that has been made easier by the development of online shopping channels.
“People are buying more things online now, and I think Thailand is taking a lead when it comes to online selling platforms,” she says.
In the future, Veerasaksri plans to expand the Ravipa brand into bridal collections and more affordable jewellery for a younger generation. Moreover, she has advice for anyone just starting out in the jewellery design business.
“For jewellers who are just starting their brand, and they feel that the Thai market does not fit them, the DITP can help link your brand with the right customers and they will also educate you on international business,” she says.
To discover other jewellery products, join DITP’s BGJF Virtual Trade Fair from June 22 to 24, 2021. For more information about the fair, visit www.bkkgems.com
For more information about Ravipa, please visit: https://www.ravipa.com/
Words by Ploylada Sirachadapong
Photo courtesy of Ravipa