Did you know that most jewelry brands produce their products in Thailand, but little recognition is given to the country? In a world where consumers have all the choice, it is up to us to choose correctly. In striving to make an impact, Proud Limpongpan launched a sustainable jewelry brand, Cerimani to take matters into her own hands. A dollar is a dollar, but when allocated correctly could help someone overseas become a baller.

Founder of Cerimani, Proud Limpongpan had never worked in the jewelry business. “I was born and raised in Thailand, and didn’t come to the U.S. until I enrolled at Harvard Business School for my M.B.A. Most of my career was actually spent working for BCG in Europe under retail and media.” Having grown up in Thailand, Proud always knew the potential and resources of her country. “I want to make a difference in this world. After finding out that jewelry typically has a 10x markup and that most craftsmen who work with factories get taken advantage of, I knew I wanted to do something in this field.”

Finding a Partner

When looking to set up her jewelry company, Proud wanted to partner with an industry expert and cut out the middleman, providing reasonably priced products (ranging from $140 - $460) to consumers in an ethical way. She was introduced to Su Sri, an infamous designer, known for designing the Victoria’s Secret bedazzled bra 9 years in a row. “Su had recently retired and moved to the woods with his family to meditate and reflect. He knew the ins and outs of this industry and refused to collaborate with anyone else unless they were purpose driven.” After a compelling phone conversation, Su was on board and the seeds of Cerimani were planted.

“We wanted to give back to the people of Thailand while taking inspiration from their craft.”

When shopping online, it is tough to tell if a brand is authentic and trustworthy. Many companies will state that they are mission-driven or have a CSR component to their business model, but really, how much of that is properly executed or even tracked? Proud thought about this long and hard and made sure that Cerimani was awarded the Butterfly Mark, a recognition to be associated with Positive Luxury and commitment to social and environmental sustainability.

Cerimani was built on the foundation of being mission-driven. “I am not in this business to make a huge profit. I am here to create beautiful things and empower villages across South East Asia.” In partnership with Karen Hilltribes Trust, for every piece of jewelry bought, Cerimani donates $50, which is enough to fund one village’s water and sanitation for an entire year!

What’s Up With These Villages? (You might wonder).

Most of your proceeds go to the Mae Hong Son Province in Thailand. Some fun facts:

It is where silver smiting used to flourish
64% of people are living below the poverty line
40% of people lack access to clean drinking water
Cerimani uses your dollars to build jewelry schools in villages with high crime rates

Why The Name?

“It comes from Sanskrit. Ceri means freedom and mani means jeweled. So we are jeweled freedom and are all about empowering people.” Cerimani’s current designs are inspired by the royal courts of what Thailand used to be like in the yesteryears. “We make modern statement pieces that you can wear out easily.”

The Learnings:

As a past consultant at BCG, Proud tells us how different the shift in mindset has been from providing recommendations to carrying out executions.
Don’t run out of cash!
Create a company that is much bigger than what it seems at first thought. “We are not a jewelry brand, but a movement that is questioning the industry and changing the livelihood of the people who contribute to it.” (Good read: Start With Why by Simon Sinek).
Don’t be afraid to work with smaller factories that are aligned with your principles and values.

Interested in purchasing a new bracelet, ring, pair of earrings or necklace? Shop with Cerimani here and indulge in what we like to call micro-entrepreneurship or impactful investing.

Photo courtesy of Cerimani.