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 first part of a two-part episode. Please make sure you subscribe so you can hear part two as soon as it’s released later this week.    I was walking through the Beverly Hills Art Show this year. I always said I wanted to go, and this year I finally went. I went in the hopes of finding some unusual jewelry, and that’s exactly what I found. If you know me, you know I like statement jewelry, and that’s exactly what Joe Vilaiwan’s jewelry is. He is the founder and creator of Vilaiwan Fine Jewelry.    If you know me, you know exactly what I like. I couldn’t decide what to choose: the over-the-top necklace or the more recognizable pearls with diamonds set in. The pearls were larger than anything you would see in real life, so you immediately knew they weren’t real and presumed the diamonds weren’t real, either. What to choose, the white pearls or the black pearls? They’re both fabulous. Clearly, I wasn’t the only one who had to have this jewelry, as the booth was swarming with people. 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. Joe, welcome to the program.   Joe: Thank you for having me. My name is Joe Vilaiwan. I’m the designer and owner of Vilaiwan Fine Jewelry.   Sharon: Fine jewelry. I didn’t even try and tell you what his real name is because I don’t think I could spell it, and I don’t know if I could say it.    Joe: Joe is my nickname in Thai because everybody in Thail