By KUPLUTHAI PUNGKANON
Best known for its high-quality leather bags, Thai brand Phya recently spread its wings, introducing its first complete line of exquisite jewellery dubbed the Geometry collection.
Asked about this unexpected shift, Jirayong Anuman-Rajadhon, the brand’s creative director, says the idea was born out of her love for jewellery, especially earrings, which she says help enhance beauty and complement a glowing complexion.
“The Geometry collection is inspired by the geometric shapes of Phya’s unique hexagon logo and combined with Art Deco style for an elegant and eye-catching design,” she explains.
The line was launched in a fashion show held at Daydream Believer cafe in front of many celebrities and Phya fans including Thitipat Suppattranont, Melanie Yoovidhya, Haruethai Jayant Na Ayudhya, Matunart Sosothikul, Rinrata Indamra, Yada Rungwatanaphak, Thitinan Kiatpaiboon, Voranun Chantrasmi and Ornicha Krinchai.
Designed for everyday wear, the jewellery is made using solid silver coated with rhodium and black rhodium in classic black and white tones and finished with premium grade crystals.
The highlights are the earrings and brooch in a geometric design made by die-cutting the logo and sporting a chandelier-like design for a more sophisticated look.
“At Phya we pride ourselves in producing the best-quality leather bags and we are applying these same high standards to our jewellery. The pieces, which adhere to the concept ‘Unique, Elegance, Aesthetic and Timeless’, are crafted by expert Thai masters and we have collaborated with renowned jewellery brand, Beauty Gems, to ensure perfect production,” says Jirayong, a former financial expert with 25 years of experience to her credit.
“Our jewellery is targeted at confident women who enjoy an elegant lifestyle but want something functional for everyday wear. To meet this need, we balance masculinity and femininity through, for example, our bee hive brooch decorated with a thin line and tiny shooting stars,” she adds.
Rings and bangles are detail oriented, with the ring worn on an index finger to represent leadership while the long necklace boasts a random mix of round crystals and star shapes.
The earrings come in six styles ranging from small studs to hoop earrings. The hexagon drop earrings have crystals dangling from a chain and are designed to make the neck look longer and more elegant. A-lister Rinrata is already in love with the new designs, saying the chandelier style earrings adorned with diamonds will look perfect with a long gown, while Melanie has her eyes on a brooch to bring out the best in a little black dress.
“When I was young, I didn’t see wearing jewellery as important until I started to join social events,” says artist Matunart. “I prefer a necklace with a simple and classic design.”
Haruethai is also a fan, saying she much prefers to wear one key piece of jewellery rather than a set. She loves Phya’s round hoop earrings adorned with diamonds or crystals as well as the minimal design ring with its interesting details.
As for fans of the brand’s leather goods, Jirayong reveals that she is working on new collection with Italian artisans and this will be launched early next year.