Thailand has long been recognized as a global hub for gemstones—a place where some of the world’s finest materials are sourced, cut, and traded. Yet for decades, the country remained primarily a center for export rather than local luxury consumption. In recent years, however, that has changed. A new generation of upper-middle and high-net-worth individuals in Thailand is embracing fine jewelry, including handcrafted jade jewelry, not only as ornamentation, but as investment, self-expression, and personal heritage.
For FYORO, this shift marked a meaningful opportunity—not just to enter a market, but to do so with clarity, relevance, and intention.
The Beginning: A Curated Collaboration
Our partnership with Jeweler Collective began with a simple request: a curated selection of FYORO pieces to be featured on their highly selective platform. Known for their refined editorial sensibility, Jeweler Collective doesn’t just list brands—they choose pieces that align with their creative vision and their understanding of what resonates in local and regional luxury circles.
This initial curation became The Sunkissed Collection—a luminous edit of FYORO jewelry captured on two of Thailand’s most admired women: Opal Suchata, then Miss Universe 2024 3rd Runner-Up and now crowned Miss World 2025, and Anntonia Porsild, Miss Universe Runner Up Thailand 2023.
Why Opal and Anntonia?
The choice of muses was intentional. Both Opal and Anntonia are not only global beauty titleholders but also confident, influential, and unapologetically elegant. Seeing our jewelry worn by them was not merely a campaign; it was an affirmation of the universality of our design language and the values we stand for: grace, craftsmanship, and cultural resonance.
Beyond the Shoot: A Bespoke Creative Process
The Sunkissed Collection is a carefully curated collection of FYORO pieces, inspired by Opal and Anntonia’s natural poise and grounded elegance.
Each piece in this line was developed entirely in-house by FYORO, reflecting our commitment to high craftsmanship, precision, and soul. These were not seasonal trend pieces. They were imagined as modern jade heirlooms—meant to be worn, treasured, and passed down. Jewelry that holds meaning and memory, crafted with the same care that one can only find in legacy atelier houses.
In our design process, the materials were chosen not only for their brilliance but for their ability to age gracefully over time.
A Market of Subtle Sophistication
Thailand’s emergence as a luxury consumer market has been fascinating. While the country has always been synonymous with high-quality gemstones and craftsmanship, the demand for designer-led, heritage-focused jade jewelry is relatively new—and growing. Consumers today are more informed, more discerning, and more inclined to invest in pieces that reflect both artistry and authenticity.
For FYORO, this presented the perfect moment to enter—not through broad advertising or mass exposure, but through storytelling, curation, and craft. By aligning with figures who already hold cultural weight, and by leading with thoughtful design, we were able to introduce ourselves in a way that felt organic, respectful, and enduring.
Looking Ahead
Our collaboration with Jeweler Collective marks an important chapter in FYORO’s story. One that reflects not only our ability to craft beautiful jewelry, but to do so with purpose.
The Sunkissed Collection was just the beginning. Inspired by Opal’s “Opal For Her” campaign—a breast cancer awareness initiative under the Beauty With a Purpose program—we designed a bespoke collection dedicated to her: Opal For Her, Opal For World. With this upcoming launch, our message is clear: we believe in creating jewelry that empowers, uplifts, and carries meaning beyond beauty.
As we continue to explore new markets and tell new stories, we remain anchored in the values that define FYORO: intentional design, quiet luxury, and legacy through craftsmanship.
