Key points
- The years that followed documented a steady and unmistakable rise of 14 million baht, in 2021, 23 million baht in 2022, 38 million baht in 2023, 58 million baht in 2024 and projections placing 2025 at over 100 million baht.
- She refused to remain in the reselling circuit and instead built her own identity as a designer even traveling to Guangzhou in China to source manufacturing partners that could bring her sketches to life.
- Despite her niche in the lower end jewelry market, she has already carved a name for herself as one the many influential Bangkok Jewelers in the country.
Bangkok Jewelers: A Spark That Became a Blaze
What began as a modest 1000 baht idea has matured into one of Bangkok’s most captivating entrepreneurial success stories. When Yavista Krinchai (Prim)
first stepped into the crowded aisles of Sampeng Market back in 2018, she was just a university student hunting for affordable jewelry that matched her taste. Little did she know she was planting the earliest seeds of a brand that would eventually surpass 100 million baht in sales. By the middle of her eight-year journey, her growing customer base was already beginning to sense that Yvis was something different… something crafted with both youthful instinct and studied precision.
A Bangkok-born jewelry brand by Yavista Krinchai rises from a 1000 baht idea to a 100 million baht success
Image Credit: Thairath/Yvis
Her path however was far from instant success. Prim juggled fulltime work at a fintech startup while running her small Instagram shop on the side. She took customer orders through LINE and handpacked every piece herself. Although the buy and sell model brought slim profit margins, her consistent posting and early community engagement hinted at real potential. After eight months of exhaustion and clarity, she made a transformative decision quitting her job to devote herself entirely to jewelry.
Building the Brand from the Inside Out
Once she committed fully, Prim moved quickly establishing Yvis Store Co Ltd in 2020 with a registered capital of 200,000 baht generated entirely from her initial small-scale profits. She refused to remain in the reselling circuit and instead built her own identity as a designer even traveling to Guangzhou in China to source manufacturing partners that could bring her sketches to life. Her first collection was simple but filled with intentional craftsmanship.. from refined edges to strengthened backs on earrings.. details customers recognized instantly.
Momentum grew. Influencers wearing her pieces pushed visibility and monthly revenue jumped sharply from tens of thousands to hundreds of thousands eventually nearing 10 million baht only half a year into her more serious push.
The years that followed documented a steady and unmistakable rise of 14 million baht, in 2021, 23 million baht in 2022, 38 million baht in 2023, 58 million baht in 2024 and projections placing 2025 at over 100 million baht.
Simple but elegant jewelry pieces by Yvis that embodies femininity and elegance
Image Credit: Yvis
The Power of Physical Presence
While online growth fueled the early stages, Prim realized the importance of in-person shopping for jewelry, where customers could touch, test and experience each piece. She began opening counters at major Bangkok locations CentralWorld, Siam Center, Central Ladprao, ICONSIAM and Siam Square. These outposts not only elevated the brand but also legitimized Yvis in the competitive landscape of local fashion labels. Provinces outside the capital are next on her roadmap marking a new phase in her brands expansion.
Her lean but passionate team has now grown to around 40 people including designers and creative directors while Prim herself still guides the creative heart of the brand. She releases one to three new collections per month maintaining a steady rhythm that keeps customers anticipating the next drop. Prices remain accessible beginning at 290 baht and rarely exceeding 1200 baht. Despite her niche in the lower end jewelry market, she has already carved a name for herself as one the many influential Bangkok Jewelers in the country. She is already contemplating launching a high-end jewelry-line soon.
All Yvis jewelry pieces are economically priced
Image Credit: Yvis
Standing Out in a Crowded Market
Prim is confident that Yvis has no direct competitor, a bold but revealing statement. She believes that jewelry houses succeed through signature style rather than rivalry. For Yvis that signature lies in minimalist forms laced with soft femininity supported by a palette of pink and purple. But the secret ingredient she insists is sincerity. Customer feedback directly shapes product development. When buyers wanted waterproof pieces, she introduced stainlesssteel designs though the material limited detail. Still, she balanced both options allowing fans of intricate brass pieces and lovers of durable styles to remain equally served.
She also acknowledges a wider societal shift as Thai consumers increasingly embrace domestic brands across fashion beauty and accessories. This cultural change has uplifted many local designers, giving them room to innovate and elevate Thai craftsmanship to global standards.
Steady Growth and Future Horizons
Prim’s forward-looking plans span the next five years. Beyond expanding into provincial markets, she is developing accessories such as watches and sunglasses while exploring additional sales channels. Collaborations with celebrities and influencers will continue, adding layers of visibility. While some brands seek sudden viral explosions, Prim prefers steady upward momentum focusing first on cementing Yvis as a beloved Thai brand before imagining international branches. One of her long-term dreams is simple yet powerful that tourists visiting Thailand see Yvis as a must have emblem of Thai jewelry.
This measured intentional approach shapes the deeper meaning behind her success. Yvis is not the product of luck or overnight fame but a carefully nurtured journey filled with risk resilience and reinvention. It reflects how small ideas can grow into national brands when guided by clear vision personal authenticity and meticulous attention to customer desires. Prim demonstrates that startups can thrive without racing toward shortcuts instead building value step by step until the story becomes impossible to ignore. As Yvis marches toward new horizons her rise stands as a reminder of how creativity discipline and courage can reshape an entire market and inspire new generations of Thai entrepreneurs to pursue dreams once thought out of reach.
For more details, visit:
https://www.facebook.com/yvis.store
https://www.instagram.com/yvis.s/?hl=en
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