Creative Director and Head Designer at PHYA
As a designer, Jirayong Anuman-Rajadhon, Creative Director of PHYA, has the philosophy to create excellent designs of high fashion leather accessories inspired by her own passion in high fashion and executed with perfect craftsmanship.
A veteran investment banker with 20 years in the financial industry with executive clients from mega public company firms, Jirayong always had to look her best, and thanks to her refined taste she often opt for a couture statement leather accessory to complete her look. And having been a customer of leather good super brands for a long time, Jirayong decided to design her own leather bag line with emphasis on premium quality, functionality and style – PHYA.
“I have always wanted to see a bag brand by Thai in the international fashion scene. I also believe that quality is what sets each brand apart, and quality is the one thing that is accepted everywhere in the world. Besides the design concept that has crystallized to become PHYA’s DNA, we also have a design team with extensive experiences and expertise in material use and design where team members were trained professional both in Thailand and France.” PHYA’s creative director professes.
Growing up in old family of intellects, Jirayong is inspired to learn and experiment, especially with art which was primarily her hobby. The passion is developed into design works that cater to the real needs of women, executed with Italian-made leather and bag accessory materials which are considered the world’s best and have been used exclusively in high fashion houses. When Thai craftsmanship and prime quality materials from Italy meet under the same philosophy, PHYA brand is established to become an atelier for high class leather bags to promote confident, smart and sophisticated looks for every woman