The well-known face of a family empire, the exuberant Managing Director of Beauty Gems has created a lasting legacy by running this billion-baht jewellery company with passion and precision for the last 30 years.
When it comes to formidable figures in Thailand’s gemstone and jewellery scene, the vibrant and exuberant Suriyon “Nueng” Sriorathaikul will always be one of the first persons to come to mind. As the third-generation Managing Director of Beauty Gems, he has a deep sense of appreciation for all things beautiful – evidenced by his love for styling and dressing up. And at 51 years young he seems to remain effortlessly on top of the latest trends, whether it’s in the realms of fashion, jewellery, skincare, or even K-pop. But behind this youthful demeanour and joie de vivre character, Nueng is an organised individual who is very serious about running a successful family business.
“I was actually interested in management since my childhood and teenage years,” he admits. “I simply enjoyed organising things in a systematic way and would apply this skill in all aspects of my life.”
Growing up in a jewellery family, Nueng always knew that he would continue the work of his parents, and further the legacy of Beauty Gems – which will celebrate its 60th anniversary this year. The company, which began as a humble jewellery retailing shophouse on Charoenkrung Road in the 1960s, now has a reputation as a major jewels exporter and global retailer that reaches far beyond Thailand. With discerning clients in the United States, EU, Japan, the Middle East, and across the ASEAN region, Beauty Gems employs some of the most advanced technology and methods in the field inside its state-of-the-art manufacturing plants, whilst still honouring the traditions inherent to the craft of fine jewellery.
On top of all that, the family empire has a thriving real estate development arm, responsible projects like The Royal Gems Golf And Sports Club in Phuttamonthon, Park Lane community mall in Sukhumvit, and a number of luxurious residential homes and condominiums. The family also has a long-standing gold refinery business, called Bangkok Assay Office, which has been operating nearly as long as Beauty Gems.
To achieve this level of success, Nueng stresses that the strong foundation on which Beauty Gem was built can’t be overstated. “Our predecessors worked very hard to build this company with a constructive vision that allowed for development and modernisation to take place in subsequent generations,” he points out. “As a result, we have been able to adjust to the times and quickly adapt to any changes in technology and business conduct. One of our strengths as a family business is our united belief that there is always something to learn and new avenues to explore.”
It certainly helps, too, to have such a dedicated captain at the helm to steer the ship in the right direction. With Nueng, every decision in life has always been intentional, whether it was the one to obtain a business degree from Pepperdine University in the USA, or the one to back up his family inheritance of gems and jewellery know-how with several certifications from the Gemological Institute of America (GIA).
“After completing my undergraduate studies, I indeed pursued further education in gemology for two reasons: personal interest and a plan to incorporate my passion into taking my family business to the next level,” remarks this ambitious tycoon.
In his early 20s, Nueng, along with his older brother Surasit, managed to expand the company’s international prospects by tapping into the US, the Middle East, and Asian markets besides Japan, a country which had previously held a monopoly as Beauty Gems’ dominant export destination prior to the mid-90s. In the same period, the brothers also grew the company’s domestic margins to a significant 10 percent of sales from a negligible proportion prior.
Sensibly, Nueng describes his management style at Beauty Gems as “objective” and “result-oriented”, while at the same time being both flexible and reasonable. “I perform tasks with purpose and efficiency to get them done successfully,” he says. “I am one to reduce complication and confusion, and keep things simple.” At the same time, he is a hands-on leader, overseeing every step of the process; from design to sales and marketing, to ensuring everything produced under the brand name is absolute perfection.
Fortunately, for this natural fashionista and people-person – who, by the way, likes to spend his free time at cultural events – the ability to identify what customers want and build solid relationships is critical to the business. “At Beauty Gems, we tend to believe in classic and timeless designs, as we want our products to be beloved by their wearers and then passed on from one generation to the next with happiness and pride. There are, of course, distinct styles in jewellery, same as in fashion, as well as new trends that we don’t ignore. But regardless, everything from Beauty Gems is made with superb craftsmanship to ensure that they become an object of pride in our esteemed customer’s personal collection.”
This guarantee of the highest quality, along with Nueng’s unique presence and friendly persona, is why Beauty Gems has close relationships with hundreds of the nation’s richest and most elite families, not to mention its tight foreign ties.
Not surprisingly, when it comes to Thailand’s shining reputation for exquisite craftsmanship and artisanal skills in jewellery-making as a whole, this long-time industry insider adds that human resources is a critical component of the equation. “Government and the private sector have been working hand-in-hand to develop the manpower and skills for this industry into a formal education system over the past 30 years. These educational programmes include both vocational training and university degrees. Beauty Gems is surely on board with the effort. We provide practical learning, on-the-job training, and other types of support, in order to ensure that the nation’s jewellery industry can progress forward at its high level,” says Nueng, who adds that he is constantly pushing for Thailand to become the world centre for jewellery trade.
The only thing that appears to top his passion for gemology is the passion he has for his family. Despite being an enthusiastic conversation partner throughout our interview, there is a different spark in his expression as we begin to talk about the Sriorathaikul clan. Firstly, speaking about his parents, Pornsit and Dr. Sunee Sriorathaikul, he adoringly credits them for his career and outlook in life.
“Obviously, I got my love for gemstones from them, but I have always been close to my parents, consulting them on everything,” he says, “whether it’s matters related to work or life.
“It’s our ritual to share a meal every Sunday, which becomes a time for catching up and exchanging ideas with each other,” he continues. “They have both taught me so much, directly and indirectly, nurturing me into the person I am today.”
Honing in on his mother, who sadly passed away earlier this year, in April, Nueng poignantly remarks, “She was an incredibly talented woman with a remarkable memory. My mother was the nucleus of our home, the centre of everything and everyone. She was and continues to be my role model and my source of inspiration.
“I see her as a guide in all aspects of life, encouraging me to strive for success without stepping on anyone’s toes. Though she may not be around physically at this time, her teachings and what she has built continue to guide my entire family like a compass, ensuring that each of our journeys is steady and strong… just like her.”
Another important woman in Nueng’s life is his wife of two decades, Mega. Fondly recalling how he met the future Mrs. Sriorathaikul, he shares that it was something of a magic moment. “While I was in university in America, all those years back, I encountered a lady at the tennis court. She was wearing high heels and a short skirt, and she just stood out so much that I had to get to know her.” The rest, as they say, is history.
The power couple has been under the social spotlight for decades, but Nueng tells us that he’s now been transitioning from the role of leading man, to more of a supporting actor lately. “I believe that now’s the time for me to be in the background, supporting and watching the success of my children.”
Nueng and Mega’s two sons, Panukorn “Poom” and Thanakorn “Proof ”, are both prestigious US college graduates like their parents, equipped with degrees in Economics and Business Administration, respectively. Their father assures us that plans for the fourth generation to take over the family business are already underway, though not at a premature pace. This will give his sons the space to grow to make sure that they – along with their cousins – will be ready once the time comes.
“My boys are currently in the phase of gaining experience so they can one day help expand Beauty Gems,” says this obviously proud papa.
As Beauty Gems looks toward the future, it’s clear that with Nueng guiding the way, the company is poised to continue its legacy of brilliance and success for generations to come.
Photographer: Namtip Cherdwongcharoensuk
Stylist: Naphat Thanabulanun
Stylist’s Assistant: Patcharee Suwannasang
Makeup Artist: Nontalee Wongpeng
Hair Stylist: Tunlayaporn Nakngoenthong
Editorial Coordinator: Amornrat Sannongmuang
Location: Nueng’s Residence
Featured Image: Total look: Gucci (Nueng’s own)
Senior Editor, Prestige Southern Thailand
Based in Phuket, Mika Apichatsakol is the Senior Editor of Prestige Thailand and the magazine's vanguard for its coverage of Southern Thailand's wealth. When she's not writing or editing, Mika can be found ..Read More
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