Yavista Krinchai, a Bangkok-born entrepreneur, has built a jewelry empire from a humble 1000 baht idea to a projected 100 million baht success by 2025.
Yavista’s entrepreneurial journey kicked off in 2018 while she was still a student, browsing Sampeng Market for stylish yet budget-friendly jewelry. She kicked off her venture by reselling pieces on Instagram, handling orders via LINE, and personally wrapping each item. Though profits were modest, her dedication to posting regularly and engaging with early followers suggested something special was brewing.
Building the Brand
After eight months of balancing exhaustion with growing clarity, Yavista left her job at a fintech company to focus solely on jewelry. In 2020, she founded Yvis Store Co Ltd, investing her initial earnings of 200,000 baht. Rather than sticking to reselling, she reinvented herself as a designer, traveling to Guangzhou to find manufacturers capable of turning her designs into tangible products.
As influencers began showcasing her work, sales skyrocketed, climbing from modest sums to hundreds of thousands per month, eventually hitting nearly 10 million baht just six months after her full-time commitment.
The years that followed documented a steady and unmistakable rise of 14 million baht in 2021, 23 million baht in 2022, 38 million baht in 2023, and 58 million baht in 2024. Projections place 2025 at over 100 million baht. Yavista’s team has grown to around 40 people, including designers and creative directors, while she still guides the creative heart of the brand, releasing one to three new collections per month.
Prices remain accessible, beginning at 290 baht and rarely exceeding 1200 baht. Yavista is confident that Yvis has no direct competitor, a bold but revealing statement. She believes that jewelry houses succeed through signature style rather than rivalry. For Yvis, that signature lies in minimalist forms laced with soft femininity, supported by a palette of pink and purple. But the secret ingredient, she insists, is sincerity.
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Expansion and Future Plans
Yavista is exploring a premium jewelry line and plans to expand beyond Bangkok, adding watches and sunglasses to the product mix. She’s also testing new sales channels and continuing influencer partnerships to boost recognition.
Counters at major Bangkok locations such as CentralWorld, Siam Center, and ICONSIAM have helped to establish Yvis in the market. Provinces outside the capital are next on her roadmap, marking a new phase in her brand’s expansion.
Yavista continues to lead the brand’s creative vision, releasing fresh collections monthly to sustain customer excitement. The team now numbers around 40, including designers and creative leads, all while she maintains direct oversight of the brand’s artistic direction.
Beyond jewelry, Yavista is expanding into accessories like watches and sunglasses while testing new distribution methods. Celebrity and influencer collaborations remain key to visibility.
Customer feedback directly shapes product development, with Yavista introducing stainless steel designs when buyers wanted waterproof pieces. She balanced both options, allowing fans of detailed brass pieces and lovers of durable styles to remain equally served. Yvis’s social media presence can be found on Facebook and Instagram, with updates on new collections and promotions.
