What you’ll learn in this episode: How Joe’s family history in the Thai diamond trade influences his business today How Joe generates publicity for his brand without a large PR budget Why Vilaiwan Fine Jewelry focuses on selling one-of-a-kind pieces to select clients How to wear bold, colorful jewelry without getting lost Why fine jewelry doesn’t have to be limited to precious metals and gemstones About Joe Vilaiwan (Polthakorn Viboonviriyawong) Vilaiwan Fine Jewelry is the work of creative artist and designer Joe Polthakorn Viboonviriyawong, a second-generation jeweler. In his native Thailand, Joe grew up in his family’s diamond jewelry business and developed an instinct for identifying quality stones and metals. A natural-born artist, Joe began designing jewelry at age 14, when he created avant grade diamond rings that hinted at his future career. As an independent visual concept designer for major retailers in the United States and Asia, he quickly became known for his bold, eye-catching store window installations. In 2005 in Los Angeles, Joe returned to his roots and launched Vilaiwan Fine Jewelry, which caught the attention of store buyers who recognized his unique blend of art and ornamentation. His meticulously hand-crafted, statement necklaces, cuffs and earrings became top sellers in museum stores and exclusive boutiques as stylish women in international fashion capitals began wearing and collecting his glamorous wearable arts. A favorite among fashion editors, stylists and celebrities, Vilaiwan Fine Jewelry has been featured in magazines, on runways and in film. Joe recently collaborated with Disney Consumer Products to create the couture jewelry collection for the major motion picture, “Oz the Great and Powerful.” Additional Resources: Joe’s Website Joe’s Instagram Joe’s Facebook Photos Available on TheJewelryJourney.com Transcript: Although Joe Vilaiwan is known for creating large, over-the-top jewelry, he insists that anyone can wear his work—and almost everyone has, from Joan Rivers to Iris Apfel. As the founder of Vilaiwan Fine Jewelry, he has made it his mission to find the perfect piece for every client who connects with his work. He joined the Jewelry Journey Podcast to talk about how he gets inspired; how he sources the unique materials he uses in his jewelry; and how he has gotten A-list press for his brand without a large budget. Read the episode transcript here.    Sharon: Hello, everyone. Welcome to the Jewelry Journey Podcast. This is the second part of a two-part episode. If you haven’t heard part one, please head to TheJewelryJourney.com.    Today, Joe will tell us how he started his business and who his clients are. Also, we’ll hear how he comes up with his ideas. Welcome back.    Do you find that your jewelry sells better in a certain part of the country?   Joe: If I find my right clients, I believe that in every part of the country or a certain part of the world, I think every part of the world, they will have a group or niche who are beautiful inside and out, who are intelligent, who have great taste, a good sense of design. They’re very niche, but if I find them, they’ll always be my clients. It could happen any time. I have rare clients. There are clients in Palm Springs, in New York, in Europe, in Paris, in Asia. I don’t think there’s any particular area, but if I find the right group, obviously everywhere in the world they will be my clients.    Sharon: Your company name is Vilaiwan Fine Jewelry. To me, it’s wonderful jewelry, but it’s also fashion jewelry. Have you considered changing the name?   Joe: No, not at all, and I intentionally called it that. Actually, we also have a fine jewelry collection. You must see it. I do not bring it to the Beverly Hills Art Show because it’s a little dangerous because it’s outdoors. But we’ve had a fine jewelry collection for the last six or seven years already, and it’s act