November 19, 2025
BANGKOK – Thai royal brand charts course for international growth with new Bangkok flagship, revealing plans for standalone jewellery boutique and Middle Eastern market expansion.
Her Royal Highness Princess Sirivannavari Nariratana Rajakanya has officially inaugurated her first flagship store at Siam Paragon, marking a significant milestone in the SIRIVANNAVARI brand’s two-decade journey from haute couture atelier to comprehensive luxury lifestyle house.
The opening ceremony on Tuesday welcomed distinguished guests, influencers, models, and members of the media, with the Princess personally conducting tours of the newly unveiled retail space.
Located on the first floor of Bangkok’s premier luxury shopping destination, the 20-year-old brand’s flagship represents more than a mere retail expansion.
It embodies Her Royal Highness’s vision to position Thai fashion on the global stage whilst creating sustainable opportunities within the kingdom’s creative industries.
A Vision Rooted in National Development
The brand’s genesis traces back to Princess Sirivannavari’s studies in design at Chulalongkorn University, followed by further education in France.
Upon her return to Thailand, Her Royal Highness recognised fashion’s potential as a vehicle for economic empowerment and cultural preservation—a realisation that gave birth to SIRIVANNAVARI in 2005.
What began as a single spring/summer collection has evolved into a full-fledged luxury house presenting collections across all seasons, with SIRIVANNAVARI becoming the first Thai brand to secure a place on the official Milan Fashion Week calendar.
Contemporary Design Meets Thai Heritage
The flagship store’s interior reflects the brand’s philosophy through its contemporary aesthetic. Natural cream-toned stone harmonises with industrial-style stainless steel, whilst floor-to-ceiling graphic glass panels create an atmosphere that resonates with modern consumers’ lifestyles.
The design juxtaposes opposing materials—soft and hard, traditional and contemporary—mirroring the brand’s signature approach to fashion itself.
This philosophy manifests most visibly in the brand’s signature Iris jacket, featuring structured shoulders that have become the label’s defining silhouette.
The piece exemplifies the delicate balance between softness and strength that characterises the entire collection.
Strategic Product Diversification
The flagship store showcases the brand’s expanded portfolio: ready-to-wear collections, made-to-order pieces previously featured in Milan and Paris, the accessible Essentials Edit for everyday wear, Italian-made leather goods and footwear, fine jewellery, distinctive accessories, and lifestyle items from SIRIVANNAVARI Maison.
This diversification reflects a deliberate strategy to broaden the brand’s appeal.
The jewellery division has proven particularly transformative. Since venturing into gemstones in 2021, the brand has experienced threefold growth from 2020 levels.
Jewellery now accounts for approximately 40% of sales, followed by haute couture and runway pieces, then accessories.
The Essential Line offers entry points starting at 3,900 baht for T-shirts, with shirts priced around 6,000-7,000 baht.
However, these pieces transcend basic design through intricate details—embroidery, embellishments, and finishing touches that distinguish them as SIRIVANNAVARI creations.
The Atelier Advantage
At the heart of SIRIVANNAVARI’s competitive edge lies the Sirivannavari Atelier—a unique embroidery house that merges Thai and French techniques.
Her Royal Highness established this facility in collaboration with the Queen Sirikit Institute under the SUPPORT Foundation, drawing upon traditional Thai techniques used in creating khon (traditional masked dance-drama) costumes.
Recognising that traditional Thai embroidery, whilst exquisite, often produces heavy garments, the Princess sent her team to study at Lesage in Paris—the same atelier employed by Chanel.
The resulting fusion creates embroidery that appears elaborate on the front yet remains smooth and lightweight on the reverse, making pieces genuinely wearable for fashion presentations abroad.
The atelier also serves an educational mission.
Her Royal Highness recently presented certificates to training students, continuing a decade-long programme offering four-month intensive courses to individuals with existing embroidery foundations.
Graduates receive skills they can apply to their own businesses, ensuring the preservation and evolution of traditional techniques.
Global Ambitions, Local Roots
SIRIVANNAVARI’s international strategy extends beyond Milan Fashion Week participation.
The brand maintains pop-up stores in Italy, recently operated a temporary boutique at Galeries Lafayette in Paris, and is exploring opportunities in the Middle Eastern market, where customers have shown substantial interest in both fashion and jewellery offerings.
The brand’s visibility received a notable boost when global superstar Mariah Carey wore a SIRIVANNAVARI creation during her Bangkok concert—a purple ensemble crafted from Thai silk requiring over 100 hours of embroidery work.
Such moments, alongside growing requests from international stylists and Netflix productions, signal increasing global recognition.
Looking ahead five years, Ratirod envisions permanent flagship stores in strategic international markets—Italy, France, and Japan—rather than relying solely on pop-up locations.
More immediately, February 2026 will see the opening of a standalone jewellery boutique at Emporium, dedicated exclusively to gemstones and fine jewellery.
Manufacturing Excellence Through Partnership
SIRIVANNAVARI’s approach to production reflects a pragmatic philosophy: manufacture where expertise peaks. Italian workshops handle leather goods and footwear; Japanese facilities produce eyewear; gemstone work remains in Thailand, capitalising on the kingdom’s position as both source and centre of expertise.
Beyond commercial success, Her Royal Highness maintains deep commitment to community development. The SIRIVANNAVARI Maison line—encompassing candles, diffusers, and home accessories—frequently collaborates with local artisan groups operating under the SUPPORT Foundation.
A recent ceramics collection partnered with the Si Tua Thong community group.
The Princess redesigned their traditional patterns into contemporary forms, elevating marketability whilst ensuring community members receive income from production.
Thai textiles feature prominently, with fabrics sourced from Her Royal Highness’s visits to communities across Thailand, including indigo cloth from the Don Koi community featured in recent runway looks.
The annual Classique Collection transforms Thai fabrics into handbags, with each year’s limited production selling out entirely.
These pieces commemorate Her Majesty Queen Sirikit The Queen Mother’s birthday month, with fabrics selected during the Princess’s coaching visits to weaving communities.
Marketing for Global Recognition
The brand allocates approximately 30% of its budget to marketing—the largest single expenditure category.
Domestically, operations remain in-house, but international campaigns employ partners working with global luxury brands. Digital channels receive increasing emphasis, alongside strategic celebrity partnerships.
Princess Sirivannavari’s recent involvement with the Thai Fashion Association demonstrates her broader vision: elevating the entire industry rather than advancing her brand alone.
Challenges and Opportunities
Operating within Milan Fashion Week’s official calendar demands rigorous standards.
This discipline extends to seasonal appropriateness—spring/summer collections genuinely feature lightweight, breathable fabrics; autumn/winter pieces employ appropriately substantial materials. Such attention to detail, whilst demanding for a tropical-based brand, enables global credibility.
Despite European luxury market slowdowns, SIRIVANNAVARI has found receptive audiences elsewhere, particularly in the Middle East, where customers visiting Bangkok stores have shown strong interest. The brand is actively exploring this market’s potential, especially for high jewellery.
An Invitation to Experience
For Ratirod, a persistent misperception requires correction: that SIRIVANNAVARI caters exclusively to the ultra-wealthy.
The flagship’s diverse offerings—from daily essentials to bespoke haute couture, from fine jewellery to lifestyle objects—reflect Her Royal Highness’s vision of a comprehensive luxury brand rooted in Thai excellence yet speaking a global language.
As Thai creative industries gain international recognition, with Thai celebrities becoming ambassadors for global luxury houses, SIRIVANNAVARI stands positioned at fashion’s intersection of tradition and innovation, craft and commerce, national pride and international ambition.
The Siam Paragon flagship, with its thoughtful design and comprehensive offerings, represents more than retail expansion. It embodies two decades of dedication to proving Thai fashion belongs on the world’s most prestigious stages—not as an exotic curiosity, but as a legitimate force in global luxury.