THE INFLUENCE OF SOCIAL AND CULTURAL FACTORS ON THE IDENTITY OF THAI CONTEMPORARY JEWELRY DESIGN: THE DEVELOPMENT OF THAI DESIGN IDENTITY FOR BUSSINESS DEVELOPMENT OF LOCAL CULTURAL JEWELRY DESIGN

Abstract

This research project aims to investigate the development of the cultural jewelry design for local jewelry community enterprises of Surin province and Sukhothai province in order to increase competitiveness of these local jewelry communities as well as to increase the appropriate marketing channels based on the current social and cultural contexts. The analysis of social and cultural factors and local wisdom is conducted through the conceptual framework, designing processes and creative research design. The problems of local jewelry entrepreneurs particularly in Surin and Sukhothai are the lack of knowledge of jewelry design, the lack of capability to develop the design of cultural jewelry that is appropriate for the current social and cultural contexts, and the inability to increase competitiveness and business opportunities.

The research methodology was literature reviews and the primary data were collected from observation and interviews from the participants chosen through the use of non-probability sampling technique. The workshop and subject selection lead to the development of the jewelry design and the process of creative research. The results are as follows:

1. The concepts of new design identity for local entrepreneurs in Surin and Sukhothai is “Hybridization”. It is the mixture of locally social and cultural factors (existing factors) and external social and cultural factors (new factors).
2. The new cultural design identity of Lung Puan Antique Silver Shop in Surin is “The continuation of local wisdom” and a new cultural design identity of Tor silver and Gold in Sukhothai is “The Bond of Love”.
3. There are two new cultural jewelry design collections, “Nawarin” of Lung Puan Antique Silver Shop and “The Bond of Love” of Tor silver and Gold.