PATTAYA, THAILAND – A family-run jewellery venture in Pattaya transformed its former street-front gem shop into the new Siam Gems Club online platform with an international focus.
From childhood fascination to family craft
When Carolin Wiangwang spoke about gemstones, her enthusiasm was rooted in memories that went back to her childhood. Her mother Lianne recalled:
“She always had an eye for beauty. While other children collected magnets or postcards on vacation, Carolin already had her eyes on the gemstone bowls back then.”
said Lianne, the creative heart of the family. Although she had never been allowed to study art, she spent her life immersed in creativity through silk painting, drawing, painting, elaborate cakes and delicate decorations, before turning to jewellery making inspired by her daughter’s renewed passion for gems.
New life in Thailand and a decisive encounter
The family moved to Thailand in 2004, where Carolin soon became a well-known sworn interpreter and translator in Pattaya, while Lianne again devoted herself entirely to art. During a trip to Chanthaburi, Thailand’s renowned gemstone province, they met “Uncle” Surija and “Aunt” Sawai, a warm Thai couple who sold rubies, sapphires and stories, and from that spontaneous encounter grew trust, friendship and eventually a family-like bond that formed the foundation of their gem business.
From CTA Gems to Siam Gems Club
In 2015 the small shop CTA Gems opened directly next to Carolin’s translation office, with Lianne advising customers, making jewellery and presenting carefully selected pieces from Chanthaburi. The shop proved popular but had to close during the COVID period, even though the family’s passion for gemstones and jewellery remained. During this time, Carolin’s sister Alexandra worked in Germany in human resources, supporting the project from afar and taking early steps toward an online presence and contacts in the German market before these efforts were put on hold for other professional commitments.
Return to Thailand and digital relaunch
With Alexandra’s return to Thailand in 2024, the family reunited and decided to lead their heartfelt project into a new phase together. The enterprise received new structures, including digital processes, a strategic framework, global reach and a consistent focus on an international online presence.
Siam Gems Club goes live
Together with Carolin and Lianne, the family realised in 2025 what they had long envisioned: Siam Gems Club, an online shop that carried forward tradition in a modern way. Carolin contributed deep expertise, able to identify the origin of many sapphires and rubies by colour alone, a talent described as impossible to learn.
Expert roles and trusted sourcing
Carolin took responsibility for gemstone purchasing, using her trained eye for quality and direct cooperation with mines and traders to secure exceptional stones on fair terms. Alexandra oversaw the technical and content development of the web shop, steered marketing activities and accompanied the business development, while maintaining close relationships with customers and partners to respond to individual needs and ensure transparent, trust-based communication.
Creative design and meticulous cataloguing
Lianne personally catalogued every single stone, measuring carats, checking quality, assigning codes and sorting everything with notable precision. As the artistic member of the team, she designed all jewellery made from gemstone beads herself and created many silver and gold pieces, embodying the creative side of the business.
Family network and club concept
The family continued to work closely with Uncle Surija and Aunt Sawai, sourcing many rubies and sapphires from Thailand and neighbouring countries through long-standing, trusted channels. Siam Gems Club presented itself not only as an online shop but as a community, a club in the original sense, which also offered the option of membership.
Ethical standards in the gemstone trade
In a sector described as one where not everything shone, the company set clear values of no child labour, no exploitation and no dubious sources. The family stated that they sold only stones they would wear themselves with a clear conscience, and that this commitment was felt by their customers.
Online presence with a personal touch
Despite the move online, a personal element remained through a private showroom that interested visitors could access by appointment. This space in Pattaya served as a small successor to the former CTA Gems shop, allowing clients to view pieces in person as the Siam Gems Club family story continued to sparkle.