Mr. Sirapat Pipatveeravat, Creative Director of DERMOND, works at the intersection of fine jewelry design, Thai craftsmanship, and contemporary creative expression. DERMOND develops its identity as a Thai Global Fine Jewelry House through an approach centered on diamond expertise, craftsmanship, timeless design, and creative direction. In conversation with Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Pipatveeravat reflects on the principles guiding the brand’s creative direction, its approach to craftsmanship and innovation, and the importance of maintaining consistency as the company develops its presence internationally within the Luxury Lifestyle Awards context.

Alexander Chetchikov: DERMOND describes its philosophy as “Reimagine Luxury.” How does that idea influence your work as Creative Director?

Sirapat Pipatveeravat: When I first started working in the jewelry business, I noticed that many jewelers were doing very similar things — primarily focusing on selling diamonds and presenting luxury in a fairly traditional way. But over time, I began to realize that people’s perception of luxury was changing. They were no longer necessarily looking for the same definition of luxury as previous generations. I believe luxury has already evolved, and it will continue to evolve even faster as people’s lifestyles, values and perspectives change. That was the thinking behind our motto, “Reimagine Luxury.” For me, it is not simply a tagline. It is a reminder to keep the team awake and curious — to continuously bring freshness, relevance and new perspectives to fine jewelry, rather than simply repeating what has been done before. At the same time, I believe that innovation should not come at the expense of timelessness. Fine jewelry should still have the quality, craftsmanship and enduring beauty that allow it to be appreciated today and passed on to the next generation. That balance is where I believe DERMOND can play its role — bringing a fresh perspective to fine jewelry while staying true to the timeless values that make it meaningful.

AC: How do you balance creative development with the traditions associated with Thai craftsmanship?

SP: I believe that craftsmanship and creativity should evolve together. Thai artisans have exceptional skills, particularly in their attention to detail, precision, and dedication to their craft. These qualities have been at the heart of DERMOND since its founding in 1992 and they remain an important part of who we are today. As the second generation of our family business, I see my role as building upon this foundation while bringing new perspectives to design. This is where Creative Vision, one of DERMOND’s four defining pillars, plays an essential role. It allows us to look beyond traditional interpretations of luxury and explore how craftsmanship can be expressed through contemporary design, individuality and an international perspective. We do not necessarily need to express Thai identity through traditional motifs or cultural symbols. For me, it is equally meaningful to express our heritage through the quality of our craftsmanship, the refinement of our techniques, and the way we approach each creation. Our Absolute Deco Collection is one example of this philosophy, where inspiration from Art Deco architecture is translated into contemporary fine jewelry through geometric forms, precise proportions and meticulous craftsmanship. Ultimately, my ambition is to demonstrate that Thai craftsmanship can speak an international design language without losing its identity. Being recognized among the Top 100 Jewelry & Watch Brands of the World by Luxury Lifestyle Awards in both 2025 and 2026 reinforces our belief that Thai creativity and craftsmanship have a meaningful place on the global stage. For me, preserving traditional craftsmanship does not mean keeping it unchanged. It means having the creative vision to carry its legacy forward, allowing tradition and innovation to shape the future of fine jewelry together.

 AC: The Absolute Deco Collection is closely associated with DERMOND. What does that collection represent within the house’s design language?

SP: Absolute Deco is one of DERMOND’s most recognizable signature collections. For me, it represents our ability to reinterpret timeless beauty through a contemporary creative perspective. We chose Art Deco as our inspiration because I believe it was one of the most beautiful and distinctive periods in fine jewelry design. Its bold geometry, elegant proportions and sophisticated use of diamonds created a design language that remains iconic even today. With Absolute Deco, we wanted to capture the essence of that era while giving it a character of our own. Rather than simply recreating the past, we reinterpret its defining elements through our craftsmanship and creative vision, creating pieces that feel refined, distinctive and relevant to modern lifestyles. What makes this collection particularly meaningful to me is that it reflects what DERMOND stands for: a deep appreciation for the artistry of fine jewelry, combined with the courage to see it from a new perspective. We respect the heritage of jewelry design but we also believe there is always room to evolve and express it differently. Ultimately, I believe truly iconic design should not belong to any particular period. It should have a recognizable identity while continuing to feel relevant as lifestyles and personal expressions evolve. This is what we aspire to achieve with Absolute Deco — a collection that becomes an enduring signature of the house.

AC: How do standards for diamonds and materials shape the creative process rather than simply the technical one?

SP: At DERMOND, we believe that exceptional design begins with a deep understanding of the materials we work with. Diamonds and precious gemstones are not simply decorative elements added to a design, they are often the starting point of our creative process. Every diamond has its own character, defined by its proportions, brilliance and the way it interacts with light. Understanding these qualities allows us to explore how each stone can become part of a larger design story. Sometimes, the beauty of a particular diamond inspires an entirely new creation, while at other times, the design challenges us to find the perfect balance between the stone, its setting and the overall composition. This is where our diamond expertise and creative vision work closely together. Our in-house grading division, supported by GIA and HRD certified gem experts, helps ensure that the quality of our diamonds meets our standards, while giving our design team the confidence to explore new possibilities without compromising craftsmanship or integrity. As a Responsible Jewelry Council (RJC) certified member, we also recognize that the value of fine jewelry extends beyond its beauty. Responsible business practices and internationally recognized standards are important considerations in how we develop our creations and build trust with our clients. For me, technical excellence should never limit creativity. Instead, it should give creativity greater freedom. When you truly understand your materials, you can push the boundaries of design while preserving the quality, beauty and lasting value that define fine jewelry. Our ambition is not simply to create beautiful jewelry but to create pieces where every detail has a purpose and where craftsmanship and creativity are inseparable.

AC: Bespoke work places the client directly within the creative process. How do you approach that relationship?

SP: I believe that bespoke jewelry is one of the most personal expressions of luxury. Every client comes to us with a different story, whether it is a meaningful occasion, a personal milestone or simply the desire to create something that reflects who they are. For me, the process begins with listening. Before thinking about diamonds, gemstones or design, we try to understand the person behind the creation — their personality, lifestyle, preferences and the emotions they wish to express. These conversations often become the most valuable source of inspiration. What I find particularly interesting about bespoke work is the relationship between the client’s imagination and our creative expertise. Sometimes, clients have a very clear vision of what they want, while others discover their preferences through the creative journey. Our role is to guide that process, bringing together their ideas with our knowledge of design, diamond expertise and craftsmanship to create something truly individual. I also believe that bespoke jewelry should go beyond simply creating something unique. It should carry a sense of belonging and emotional connection, becoming a piece that feels deeply personal to its owner. This is where Timeless Excellence, one of DERMOND’s defining pillars, becomes particularly meaningful. For us, excellence is not only measured by the quality of diamonds or the precision of craftsmanship, but also by a creation’s ability to retain its beauty, relevance, and emotional significance over time. A truly exceptional piece should feel just as meaningful years from now as it does on the day it is first worn. This philosophy is closely aligned with our belief in “Reimagine Luxury.” We see luxury not only in the rarity of materials or the complexity of craftsmanship but also in the lasting meaning a creation holds for the person who wears it.

AC: DERMOND emphasizes timelessness as one of its core values. What does timeless design mean to you in practice?

SP: For me, timeless design is not necessarily about creating something classic or traditional. It is about achieving a sense of balance where beauty, function and emotion come together naturally, allowing a creation to remain relevant beyond a particular moment or trend. Coming from an industrial design background, I have always believed that good design should have a clear purpose. Every proportion, detail, and material should contribute to the overall composition. In fine jewelry, this becomes particularly important because a piece is not simply something to admire, it is something to be worn, experienced and become part of someone’s life. At DERMOND, we approach timelessness through thoughtful design, exceptional craftsmanship and an understanding of how people live and express themselves. We pay close attention to proportion, comfort and versatility, ensuring that our creations can move naturally between different occasions and generations without losing their distinctive character. I also believe that timelessness does not mean standing still. People’s lifestyles and perceptions of beauty continue to evolve and design must have the sensitivity to evolve with them. The challenge is to create something contemporary without becoming dependent on trends and something distinctive without losing its sense of refinement. This is closely connected to our pillar of Timeless Excellence. For us, excellence is not only about achieving the highest standards at the moment of creation but also about considering how a piece will be appreciated, worn and treasured over time.

AC: As DERMOND develops its presence beyond Thailand, how do you maintain a consistent identity across different markets?

SP: I believe that building an international presence begins with having a clear understanding of who you are as a brand. For DERMOND, our ambition has always been to develop as a Thai Global Fine Jewelry House, bringing together our heritage in diamond expertise, Thai craftsmanship and contemporary creative expression. As we introduce DERMOND to new audiences, I believe it is important to remain consistent in our values while being open to different cultural perspectives. Every market has its own understanding of luxury, personal style and appreciation for fine jewelry. Rather than changing our identity to suit each market, we focus on understanding these differences and finding meaningful ways to connect with people through our creations. Our design language, craftsmanship, and commitment to quality remain at the heart of everything we do. Whether someone discovers DERMOND in Bangkok or internationally, I want them to recognize the same attention to detail, creative vision and sense of refinement that define our house.International recognition, including being named among the Top 100 Jewelry & Watch Brands of the World by Luxury Lifestyle Awards in 2025 and 2026, has given us greater confidence in bringing our perspective to a wider audience. Our certification by the Responsible Jewellery Council (RJC) also reflects our commitment to internationally recognised standards and responsible business practices as we continue to grow.At the same time, I believe that becoming a global brand is not simply about expanding geographically. It is about building trust, creating meaningful relationships and developing a design identity that people can connect with, regardless of where they come from.

Mr. Sirapat Pipatveeravat’s perspective offers a framework for examining creative leadership through continuity, disciplined design, craftsmanship, and contemporary practice. As fine jewelry houses increasingly engage clients across different cultural and geographic contexts, this conversation offers a relevant perspective on maintaining a coherent creative identity while responding to an evolving luxury industry.

Discover more about DERMOND: https://www.dermond.co.th/.