Beauty ‘round the clock
Celebrated jeweller Suriyon Sriorathaikul can discuss mascara, micellar water and moisturiser as much as emeralds, diamonds and other precious stones.
His knowledge of cosmetics has deepened since opening the multi-brand store Beauty 24 — both online and as retail outlets.
“My family has been making jewellery since 1964, and next year will be Beauty Gems’ 55th anniversary,” said Suriyon. “Venturing into cosmetics retail is refreshing, in learning new things from the beauty industry as well as e-commerce.”
Suriyon’s business partners include Napatsanan Pannipha, Chalermrat Nakwichien and singer Sheranut Yusananda, who agreed on operations under the “Beauty Never Sleep” concept.
The e-commerce platform is available around the clock for shoppers, who can ask for assistance from customer services, while orders are dispatched within 24 hours.
Physical stores are located in ParkLane Ekamai as well as Gourmet Market in Siam Paragon, EmQuartier, The Mall Bangkapi and MRT Lat Phrao. The expansion continues with the flagship store in Siam Square, housed in a three-storey building opposite MBK shopping mall and easily identifiable by its neon-pink façade.
The store opened on Aug 1 and showcases luxe diamond-set white-gold lashes and a yellow-gold lipstick tube by Beauty Gems.
“Beauty 24 serves a mass market, whereas Beauty Gems serves a niche. We face different challenges in running these two businesses,” he said.
“One of the most difficult aspects in operating a multi-brand store is curating the beauty products. We have to go into great detail in selecting them from over 250 brands, as well as ensuring a good stock to meet demand.”
Other locally-owned multi-brand beauty stores include Eveandboy, Hej Street Beauty, Beautrium — each also expanding their branches in response to the beauty boom.
“With new products on the aisles, consumers constantly update their cosmetics wardrobe, for instance with lipstick in a different shade or a trending texture,” he said. “Beauty 24 will keep up with the dynamic industry as well as differentiate through attractive marketing, promotions and good customer service.”