From Bangkok to the world, DER MOND Anandara Co., Ltd. has emerged as one of Thailand’s most influential names in contemporary fine jewelry. Known for its refined approach to diamond expertise and Thai artistry, the house now enters a new chapter as it is welcomed into the World Luxury Chamber of Commerce. With more than three decades shaping its identity and expanding its reach across key international markets, DERMOND presents a perspective on luxury defined by character, cultural depth, and modern expression. For this special feature, Creative Director Sirapat Pipatveeravat sits down with Alexander Chetchikov to reflect on the brand’s philosophy, its design language, and the shifting landscape of global jewelry.
Alexander Chetchikov: DERMOND has spent more than three decades shaping Thailand’s fine jewelry landscape. As the luxury jewelry sector enters a new chapter in 2025—marked by clients seeking greater individuality and design purpose—how would you describe the brand’s evolution over the years, and which guiding principles or emerging shifts do you see as most influential this year?
Sirapat Pipatveeravat: DERMOND’s journey has been deeply meaningful. When we first began more than thirty years ago, our focus was centered on diamond mastery and craftsmanship. Over time, we have grown into a fine jewelry house with a distinct identity—one that brings together technical excellence, Thai artistry, and cultural expression.
What I value most about this evolution is that it hasn’t been shaped simply by trends. Each chapter of our growth has been guided by our vision and by the way people form emotional connections with jewelry. Today, we create pieces that are not only timeless in beauty, but also reflective of individual character and personal meaning.
Our creative direction continues to be grounded in the idea we call “Reimagine Luxury”. To us, luxury goes beyond status or extravagance. It is about authenticity, timelessness, and purposeful design. Every diamond is selected with exceptional care, every detail is crafted with intention, and every piece carries a story that truly resonates with its wearer.
As we introduce DERMOND to international audiences, especially in growing markets such as the Middle East, I feel a strong responsibility – both to represent Thailand with sincerity and to demonstrate that our artistry can stand proudly alongside the world’s most respected jewelry houses.
AC: Sustainability is increasingly expected from high-end brands across the world. How is DERMOND incorporating responsible practices into its processes while maintaining its artistic integrity?
SP: Sustainability is something we approach with sincerity, not as a trend. In Thailand, craftsmanship has always been rooted in respect—respect for materials, for the artisans who shape them, and for the clients who will treasure the pieces. That mindset naturally guides how we incorporate responsible practices at DERMOND.
We have introduced solar energy solutions both at our Bangkok headquarters and at our Nakhon Nayok facility, which allows us to reduce our environmental footprint without compromising production quality. We also make a conscious effort to use responsibly recycled gold and ensure that our diamonds are selected through ethical sourcing channels. Even the smallest stones are evaluated by certified experts, ensuring that nothing is wasted and every material is honored.
For us, sustainability also means creating jewelry with longevity—pieces that are timeless in design and durable in craftsmanship, so they can be passed down through generations. When a piece becomes an heirloom, it stays out of the cycle of disposability, and that is one of the most meaningful forms of responsible luxury.
Another important aspect is our commitment to “Timeless Service”. We believe that caring for a piece does not end at the moment of purchase. We provide ongoing care, restoration, resizing, and personalization services to ensure that our clients can continue wearing their jewelry throughout their lives, and even prepare it for the next generation. This long-term relationship encourages mindful ownership and strengthens the emotional value of each piece.
Our artistic integrity remains unchanged. We continue to celebrate Thai artistry and meticulous detail, but we do so with greater awareness and intention. That balance between heritage, quality, responsible practices, and “Timeless Service” is what defines DERMOND today.
AC: In what ways does your ethos of “Reimagine Luxury” shape how clients experience and interpret your jewelry?
SP: “Reimagine Luxury” means giving clients the freedom to experience jewelry in a way that truly represents who they are. We want them to feel that luxury is something personal, wearable every day, and deeply connected to their identity—not something distant or reserved for special occasions.
This mindset influences everything we do, from customization and innovative craftsmanship to how we guide clients through their design journey. Every diamond is selected with intention, and every piece is crafted to feel unique and emotionally resonant.
Through this belief, we position DERMOND not only as a creator of fine jewelry, but as a Thai Global Fine Jewelry House that empowers clients to express themselves confidently on the global stage.
AC: Thai artistry is receiving greater international attention, supported by a strong heritage of fine workmanship. How do you foresee Thailand’s craftsmanship contributing to the global jewelry sector in the coming years?
SP: Thailand’s craftsmanship has always been exceptional, but the world is now beginning to truly recognize its depth. Our artisans combine meticulous hand skills with an intuitive sense of refinement, resulting in jewelry that feels both technically precise and emotionally expressive. This balance is something the global market increasingly values.
In the coming years, I believe Thailand will contribute not only through manufacturing excellence, but through original design, cultural storytelling, and responsible production. The new generation of Thai jewelers is embracing innovation, sustainability, and personalization—qualities that align with global luxury trends.
As a Thai Global Fine Jewelry House, DERMOND aims to champion this evolution by showcasing how Thai craftsmanship can stand alongside the world’s finest, shaping the future of luxury with authenticity and creative vision.
AC: DERMOND boutiques welcome clients from a wide range of backgrounds, both local and international. How do you ensure that each visitor encounters a unified expression of the brand’s character?
SP: Creating a unified expression of DERMOND begins the moment a client steps into our boutique. We approach retail as a complete sensory journey, where every detail—from spatial design to lighting, music, and even scent—is thoughtfully curated to reflect the elegance and intimacy of our brand. The materials we select, the warmth of the textures, and the way each piece is displayed all work together to highlight the craftsmanship and cultural depth behind our jewelry.
Our showcases are designed to feel like personal galleries, allowing clients to appreciate the architectural forms and delicate Thai detailing that define our signature aesthetic. Lighting plays a crucial role, enhancing the brilliance of our diamonds while maintaining a soft, inviting atmosphere that encourages closeness and exploration.
Service is seamlessly integrated into this environment. Our team provides what we call “Timeless Service”, offering knowledgeable and personalized guidance in a manner that feels natural and attentive. Beyond personal interaction, our visual team plays an important role in enhancing the experience. They continually observe client behavior and review recorded insights to understand which pieces attract the most attention across different cultural backgrounds. This allows us to curate and position our displays with intention, ensuring that each client can easily discover styles, gemstones, and designs that resonate with their preferences and lifestyle.
Clients are encouraged to take their time, discover pieces, try them on, and connect with the stories and emotions behind them. This thoughtful combination of attentive service and informed presentation creates a sense of intimacy and discovery that truly distinguishes the DERMOND experience.
AC: Your diamond selection process is known for its highly stringent standards. Why is this level of examination fundamental to how DERMOND defines quality?
SP: We uphold one of the world’s most rigorous diamond standards — selecting only the finest stones, beyond what certification alone can guarantee. Every diamond is handpicked for brilliance, perfect cut, and freedom from undesired traits such as BGM (brown, green, or milky tints). We exclusively use F/VVS/Excellent Cut for round diamonds and E/VVS/Excellent Cut for fancy shapes — even stones as small as 0.005 ct. must meet our uncompromising standards.
All diamonds are meticulously examined by the DERMOND Grading Division, led by gem experts certified by GIA and HRD.
Our goal is to create pieces that can be cherished for generations. A diamond with exceptional character and brilliance will remain beautiful forever. When a piece becomes an heirloom, it carries not only value, but emotional meaning—and that is the true expression of luxury for us.
AC: Design innovation at DERMOND often emerges from a balance between artistic vision and technical advancement. How does your team navigate this process when shaping new collections?
SP: Design innovation at DERMOND always begins with a creative idea—an emotion, a form, or a cultural reference that we feel strongly about. But transforming that artistic vision into a wearable piece requires a deep technical process. Our design team works hand in hand with our master craftsmen and gem experts, allowing creativity and engineering to evolve together rather than in separate stages.
We explore architectural structures, new setting techniques, and advanced 3D modeling to push the boundaries of what is possible, while still maintaining comfort, durability, and everyday wearability. Sometimes a single curve or gemstone placement can take countless adjustments, because we refuse to compromise on either beauty or functionality.
This balance is also rooted in our heritage. Thai craftsmanship has always emphasized both artistry and precision, and we continue that tradition by honoring handcraft techniques while integrating modern technology. The result is jewelry that feels contemporary and expressive, yet timeless in its construction.
For us, innovation is not about creating something different for the sake of difference. It is about creating pieces that carry meaning, perform beautifully, and resonate with the wearer. When artistic vision and technical advancement align, the jewelry gains a soul—and that is when a collection truly becomes DERMOND.
AC: As the brand continues to grow in markets such as Qatar, Kuwait, Bahrain, UAE and Australia, which strategic considerations are guiding your international expansion?
SP: Our international expansion is guided by a very considered approach. For us, entering new markets such as Qatar, Kuwait, Bahrain, UAE and Australia is not simply about presence—it is about creating meaningful connections and ensuring that our identity translates authentically across cultures.
One of the most important strategic elements is understanding the lifestyle and aesthetic preferences of each region. Clients in the Middle East, for example, value bold expression, exceptional gemstones, and pieces suitable for special occasions, while still appreciating heritage and craftsmanship. In Australia, we see a growing interest in refined everyday luxury and personalized design. By listening closely to our clients, we can tailor our offerings without compromising the essence of DERMOND.
Partnerships also play a crucial role. We work with trusted local distributors and luxury platforms who share our values and can help us build long-term relationships rather than transactional visibility. This ensures that our clients receive the same level of expertise, service, and aftercare that they would experience in Bangkok.
Another key consideration is maintaining consistency in our design language and Timeless Service. They should immediately feel the warmth of Thai hospitality, the precision of our craftsmanship, and the emotional storytelling behind each piece.
Ultimately, our expansion strategy is rooted in sustainability and reputation. We prefer steady, organic growth that protects our quality and strengthens our global credibility. As we enter new markets, we carry not only our brand, but also the pride of representing Thai artistry on an international stage.
Thank you, Mr. Sirapat Pipatveeravat, for offering your insight into the direction of DERMOND and the ideas shaping its future. As the House expands its presence across key global markets, its perspective on modern fine jewelry continues to stand out for its clarity and depth.
For a closer look at the brand’s creations and philosophy, visit: https://dermond.co.th/.
