New Brand To Know: O Thongthai

Designer Chanyaporn “O” Thongthai uses jewelry as an outlet to keep her creative mind flowing. Born and raised in Bangkok, Thailand, the 29-year-old said she couldn’t source jewelry that she liked so she began crafting her own and started her eponymous line in 2014. Thongthai has worked for and collaborated with brands including Bobby Abley, Ryan Lo, Jelly Belly, Nike

NKE
, Denim Tears (Tremaine Emory), and Casablanca. Her company is based in London and is sold on Browns Fashion and othongthai.com.

What inspired you to launch your label?

I can’t find any jewelry that I like so I decided to make my own. Jewelry is always part of me. Its small, precious, shiny, and sentimental.

Why jewelry?

When I was 15, and by chance, I stopped going to school and met Gim, who runs a jewelry workshop called One Form One Piece, now called Smitheries workshop in Bangkok, Thailand. I used to go there almost every day and play with brass, wax, silver before start working with gold. I experiment quite a lot with enamel back then. The design always changes throughout the process. I’m using jewelry as an outlet to keep my creative mind open. When I look at my creations, it brings back the memory.

What is your brand ethos?

I always make jewelry for friends and family. I need to enjoy the process; otherwise, it doesn’t make sense for me. I like to keep it fun for myself and not adding another layer of stress. I’m pretty selective with who I’m working with because I will spend time with them and look at them as a friend or family more than another client. I want to create something meaningful for the owner, so I usually talk to them and let them speak about themselves. I always keep it personal, almost like Aesopian.

How would you describe your signature aesthetic?

I love using rare material, precious metal with a mix between precious stone, semi-precious stone, and just a good looking stone. I keep it quite simple and sleek. I like to make a ring that you would imagine Don Vito from Godfather would wear on his pinky. I’m always designing something I would like to wear. I want to keep it simple but also personal at the same time.

What was your inspiration this season?

Less is more because jewelry is something that supposes to last forever.

Who is your customer?

They all different, it has been interesting for me that many people found my designs on Instagram and start contacting me for a commission. Also, like word of mouth recommended by a friend. I begin to realize I’ve been working with people in the music industry, few music producers, DJs, musicians such as A$AP Rocky, Cozy Boys, Skepta, Acyde, Tremaine, Benji B, Pharrell, Kitty Cash, Frank Dukes, etc.