Pavee Jewelry Co Ltd Director Patrick Passakorn sat down with SILVERSTYLES to talk about the future of the kids' jewellery sector.

Why did you venture into the children's jewellery business?

In the past, we mainly focused on the market for grown-ups. In recent years however, we have seen a growth in demand for kids' jewellery. Special occasions such as birthdays and christenings are important events in the life of a child and people want to celebrate these with meaningful jewellery pieces. Feedback from our retail customers showed that more kids are concerned with their personal styles and choices nowadays. Their tendencies to imitate their parents also give rise to demand for jewellery items. This has inspired us to enlarge our collections from basic items to an array of different styles and designs to fill the appetite of this new consumer group. A lot can still be done in this sector.

How would you describe your children's jewellery collection?

Children's jewellery collections have always been in our portfolio. In the past, we only had basic items like ID bracelets and small stud earrings. As children become more involved in the buying decision alongside their parents, we decided to launch products that appeal both to the parents and the kids. Online exposure, especially on social media, has a huge impact on children's style preferences. Kids nowadays see a bigger world and they want something more fun and fashionable. They choose items that evoke their personality.

Who designs your children's jewellery pieces?

Our child customers know what they want therefore they are the designers. We let them send in their ideas and our production team turns these into actual pieces. We are always overwhelmed by the quantity and spectrum of ideas we receive. We group them into smaller collections, so we can have more styles to offer.

What challenges have you encountered and how do you combat those?

We have come up with many collections that match the demands of younger consumers. The parents however still have a high level of influence on their children's buying decisions. We are finding ways to balance their needs.

Business prospects in the children's jewellery market is immense, with silver jewellery as a starting point. Demand is expected to spread into gold jewellery pieces as buyers mature into young adults and grown-ups. We remain optimistic and creative in our designs and marketing strategies to stay connected with this young and energetic market.