The Diamond Disruptors: Pum and Noinatda Asavanaruenath reinvent the legacy of S.Maneephand

"...Pum and Noinutda Asavanaruenath, third-generation heirs and husband and wife, have together propelled S.Maneephand into a contemporary diamond jewellery brand favoured by modern society women. Their vision is rooted in the belief that diamond jewellery should not feel out of reach, expressed through uniquely creative designs that break away from convention..."

Pum: “The brand actually began in my grandfather’s era, when he founded the jewellery label S.Maneephand. Later, my father took over and ran the business for around 30 to 40 years. As for me, I’ve grown up with it, seeing it every day made me realise how much I love it. That led me to study jewellery in more depth. I’ve always had the passion to transform it and create something beyond what it already was. I didn’t want it to be just occasion-based jewellery anymore, because I felt that concept was too narrow. I wanted it to be something people could wear and live with in their daily lives. That’s the direction I want our jewellery to take.”

 Noinutda: “Pum represents the third generation of S.Maneephand and has taken on a full role in developing the brand. He has a natural curiosity and loves to experiment with new ideas, which is why his jewellery designs often take on an unconventional, eye-catching form. As a result, the way customers perceive the brand has completely shifted. When they see Phum’s creations, they immediately sense how distinct and striking they are compared to other brands. We've continued this concept in Phum’s era, yet the essence of the brand, right down to the name, remains unchanged. Our aim is to blend timeless elegance with modern sensibilities, to create truly one-of-a-kind pieces through design, while maintaining the quality and heritage that define S.Maneephand.”

Before becoming the sought-after jewellery brand adored by Thai fashionistas, S.Maneephand had to overcome numerous challenges to prove that their unwavering vision could truly spark positive change.

 Noinutda: “The early days were quite challenging. When Pum stepped in full-time, many of our long-standing clients were from the older generation, some of them are now in their 90s and still visit our store. They were from our grandparents’ generation, and they were genuinely taken aback when we introduced black into the brand’s identity. In the past, everything from our logo to our packaging was in gold or red, auspicious colours in Thai-Chinese culture. But Pum came in and changed it all to black, which really surprised the elders. And it wasn’t just the colour, the designs themselves were also completely different. For the older generation, this shift felt strange at first. But we tried to show them that what we were doing was contemporary, and that jewellery could appeal to all ages and be worn every day. Diamonds, we believe, should no longer be confined to tradition or special occasions alone.”

 Pum: “It’s all about blending the old with the new. Was it difficult at the beginning? Definitely. Our work is entirely different from what others are doing, so that alone made it quite a challenge. Our clientele isn’t defined by age, it’s made up of people who are seeking something new, who want a fresh experience. That’s why they’re drawn to the pieces I create. Some might think the designs are hard to wear, but once you put them on, they evoke a completely different feeling, something you may have never seen in yourself before.”

A long, graphic-shaped ring that stretches elegantly along the finger and oversized earrings visible from afar, these are designs that set themselves apart entirely from others. Each distinctive piece enhances the striking look of women with a unique sense of style, making their presence all the more eye-catching.

 Pum: “Growing up in a Chinese family has had a strong influence on my designs. My ideas don’t come from jewellery alone, they’re shaped by culture, tradition, everything I’ve seen and experienced. It all merges into the way I approach design. You’ll notice this especially in our earrings. If someone is familiar with S.Maneephand, they’ll instantly recognise a pair of earrings or a ring as ours. One of the most important aspects we consider is the weight of the gold, because women often have to wear jewellery for two to three hours at an event. I love observing how people dress at events, it always makes me wonder, why does everyone have to look the same? We can choose to be different. And if, one day, that difference reflects more of who we truly are, then that’s what excites me, that’s who I am. That’s why this particular piece matters: because it’s the one earring that can complete an entire look.”

Noinutda: “Most of our signature pieces are oversized earrings, usually around 5 to 6 centimetres in length, which is quite large, and they’re intricately set with around 1,000 to 2,000 diamonds. At first glance, the earrings may appear flat, but in reality, they have depth and dimension. We’ve dedicated a lot of effort to perfecting this. We even created a book that explores this idea of ‘dimension,’ not just in terms of the product’s physicality, but also in the way we perceive things. It’s something you can’t truly grasp until you’ve seen the piece in real life. Each one is handcrafted, genuinely unique. We play with light and form through dimension, and that has become one of our brand’s defining characteristics.”

Despite the brand’s designs being bold and futuristic, the heart of S.Maneephand’s jewellery lies in its craftsmanship, passed down through generations. “Most of our jewellery is handcrafted, and we place great importance on this. The meticulous nature of our work is what truly defines us. I still want our pieces to maintain a sense of timelessness because that’s what gives them charm. That’s why I love our craftsmanship the most, even though each piece takes a long time to create.” When one closely examines the jewellery designs from S.Maneephand, it becomes clear why today’s fashionable women are so drawn to the brand's distinctive, one-of-a-kind pieces.

Also See: Bangkok’s Brilliance: Thai Designers Shaping the Future of Jewellery