TSS957 กลยุทธ์ 14 ปี RAVIPA สู่ Global Brand บุกต่างประเทศ เปิด 40 สาขาทั่วโลก

·39 min·3 clips

She refused big money to maintain quality, risking the brand's reputation during a surge in orders.

The episode features an interview with the founder of RAVIPA, a Thai jewelry brand that started as a small online pop-up and grew to 40 branches globally, including in Macau, Japan, and Hong Kong. The founder begins by discussing the brand's origins, highlighting the launch of the Infinity ring on Valentine's Day, which became a success due to its minimal, wearable design and meaningful symbolism. She explains how the brand evolved through winning design awards like the D-Mark Award, which served as a turning point. A significant moment was when global celebrities like Lisa, Jackson, BamBam, and Mark Tuan wore the jewelry, leading to a surge in orders and the challenge of scaling without compromising quality. The founder emphasizes her decision to refuse large orders to maintain quality, avoiding the common pitfall for SMEs. The collaboration with Disney is detailed, noting the difficulty of adapting Disney's style guide to create unique designs and being the first Thai brand to partner with them. Expansion into physical stores abroad is explored, with insights into the differences in work cultures, such as Japan's preference for face-to-face meetings and high standards. The founder shares lessons on localization, like how exclusive products are valued in Hong Kong, and the need to adapt team training and recruitment for international markets. She reflects on personal growth, overcoming fear during crises like COVID-19, and the shift from conservative baby steps to bold actions. The episode concludes with advice for Thai designers, stressing the importance of adding value through design and IP, and the need for stages to showcase talent globally.

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