Jewellery Design with Thai Wisdom and Thai Identity for Modern Consumers

Abstract

The objective of this research was to support and enable start-up entrepreneurs to design jewellery
with Thai wisdom and Thai identity for modern consumers. Five collections of 20 pieces of jewellery
prototypes were created for the jewellery groups in Si Satchanalai, Sukhothai province. The beauty of
jewellery designed with silver and gems as materials along with story-telling inspired by flowers and Thai
identity. Each collection of jewellery presents the emotions, characters, and the traits of owners in
combination with Thai uniqueness. Research procedures involved activities of giving in-depth advice to
entrepreneurs, developing prototypes, promoting distribution channels, and evaluating the satisfaction
levels on the design works among consumers. Seven collections of 21 pieces of jewellery were created
under the concept “Flowers of Love”, namely, 1) Marigold, 2) Yellow Star, 3) Queen Sirikit Cattleya, 4)
Daffodils, 5) Manee Theva, 6) Crown and Amaranth (Witherless Love), and 7) Roses). The results of the
assessment reported a high level of satisfaction.