LUXURY ON YOUR TERMS
Bangkok-based, high-powered executives reveal what’s on their business agendas and in their stylish wardrobes
“LUXURY FOR ME IS A LOT ABOUT COMFORT. ANYTHING THAT’S UNCOMFORTABLE OR SEEMS LIKE YOU’RE TRYING TOO HARD ISN’T FOR ME”
Sittharmanin “Pam” Susamawathanakhun Managing Director, SRT Forex
For dynamic business executive Sittharmanin “Pam” Susamawathanakhun, each day begins before dawn. By six o’clock, she’s begun her workout. Then she catches up on important news, scans exchange rates and financial market reports, and heads to work.
The 36-year-old executive is known for transitioning her family’s 50-something year-old foreign exchange company, Superrich, into the digital era. In the years she has helped lead Superrich, she has been instrumental in developing and modernising the business. But work this year has brought more novel challenges, thanks to the economic aftermath of Covid-19.
Having conducted two rounds of layoffs and restructuring, Pam says her priority is simply to “help the business survive”. She is in charge of a new business unit aimed at tourists and expatriates. “I’m managing the money application and transfer service at SRT Forex. And that’s a new business unit that I’m very involved in right now. It’s fun being a new business, but it’s also a very challenging time given the pandemic,” she says.
Between boardrooms to press interviews, Pam also makes the odd stop at photoshoots, thanks to her status as a Thailand style icon. Sleek, chic and elegant, she appears equally at home in front of the camera as she does in the boardroom.
Pam says her style is “minimalist, masculine and modern”. With her free time split between the outdoors and travel, this aesthetic has served her well.
“I like a simple, white T-shirt,” she says. “I wear a lot of blazers and jeans. Those would be my three go-to pieces.” She later explains that for a high quality, luxury item, “you need the perfect cut, pattern, and material. Another thing is the quality, it must be something that stands the test of time.”
Pam is rarely spotted with anything fussy or cluttered, especially as far as jewellery is concerned. A gorgeous pair of earrings, or a wristwatch are her daily go-tos. Add the right jewellery for “everyday luxury”, perhaps something gold or silver, which “is not over the top” – and her outfit is complete. That’s why, she says, the Eka Collection from FOPE jewellery complements her style so well.
“Luxury for me is a lot about comfort. Anything that’s uncomfortable or seems like you’re trying too hard isn’t for me,” the executive concludes. “It should combine ease and simplicity, as well as comfort and timelessness.”