LONDON — Pattaraphan, a buzzy gender-neutral Thai jewelry brand seen on the likes of Gigi Hadid, Hailey Bieber and K-pop star Mark Tuan, is continuing its global expansion, adding Selfridges as its latest retail partner this week.
For brand founder Pattaraphan “Nok” Salirathavibhaga being the first Thai jewelry brand stocked at Selfridges, which is now owned by Thailand’s Central Group, is “a really exciting milestone.”
An exclusive ID necklace in blue topaz alongside her signature designs, which draw inspiration from military attire and nature, can be found in the men’s accessories area on the first floor inside the Selfridges Oxford flagship, which recently unveiled its revamped beauty hall after a 12-month, multimillion-pound renovation.
Selfridges is the brand’s third global retail partner after Zalando and Mr Porter. It gives the brand a vote of confidence for the next stage of expansion, in which Asia and the U.S. will be key, according to Salirathavibhaga.
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“We’re an independent and small brand. We want to grow at a sustainable rate. We may have another one later this year. Ideally, I want to work with the best in each region. We also have plans to do a pop-up in Japan, but that’s still in the works,” she added.
The foundation of the brand’s global expansion is its solid and fast-growing business in Thailand, where it operates a stand-alone store in Thonglor, a vibrant neighborhood in Bangkok that has attracted international brands such as Aesop.
“We are well received by the Thai market. Initially, I was one of the first who do weird jewelry, in the shape of tags and bones. No one else was doing it. But I’m glad that comparing now to when I started in 2018 a lot of Thai people responded well,” Salirathavibhaga said.
The influx of tourists from Japan, Hong Kong and the U.S. to Bangkok post-pandemic also has helped the jeweler appeal to a wider audience and enabled it to become the Thai jewelry brand fashion-loving shoppers must check out when they are in town.
“If you Google, for example, U.K. jewelry brands, a lot of brands would come up. But if they Google Thai jewelry brands when they are traveling through, we are the first ones that show up,” the designer added.
The recent rise of Thai stars on the global fashion scene also has contributed to the rising popularity of the brand, Salirathavibhaga said.
“I’m really happy to see more familiar faces on the global stage. I think it’s about time that we get recognition. I think we have cool, talented people and it’s great to finally have spotlights on not just Thai but the entire Asian community,” she added.
Salirathavibhaga launched her label in 2018 after graduating from Pratt Institute with a bachelor’s degree in jewelry design. She worked as a sales associate at a high-end jeweler in New York for a year to better prepare herself to engage with customers and understand the inner workings of the trade.
She subsequently moved back to Thailand and worked in her family’s hospitality business for a while. Salirathavibhaga began to shift all her energy to her jewelry business after the COVID-19 pandemic put a halt to Thailand’s tourism sector.
