The jewellery industry today is constantly evolving, embracing fresh styles and innovative concepts. At Koktail, we believe sustainability paired with innovative design is at the heart of modern jewellery. Sarr.rai, an alternative jewellery brand with a creative twist, is a shining example of this ethos. They are turning upcycled materials into accessories. It’s all about giving unused items a fresh start, transforming them into meaningful pieces.
Behind the creative genius of the Sarr.rai brand are Apisara “Golf” Siriwatyothin and Pinyapat “Jam” Ngampinitpol, who bring heartwarming stories to the table as they share their inspiring journey in creating the brand.
From Ocean Flow Creature to Brand Glow—Golf & Jam’s Eco-Friendly Evolution
Golf & Jam: “We realised we wanted this brand to become something more meaningful than just a temporary project.”
Sarr.rai is derived from the Thai word for seaweed, which floats around the marine landscape with no fixed form. It exemplifies sustainability within the marine ecosystem, acting as a plant that helps maintain balance. Inspired by the name, Sarr.rai began during the pandemic as a fun hobby for Golf and Jam. However, what started as a casual experiment quickly evolved into something much more significant. As their research deepened, they realised their work had the potential to make a lasting impact. They decided to turn their passion project into a sustainable brand with purpose—one that both reduces environmental impact and uplifts the local community.
Golf & Jam: “Our biggest challenge is effectively communicating and visualising the concept of sustainable practices to the community.”
One of the first challenges in starting a small business is engaging with the right audience, and Golf and Jam have struggled with getting across a concept that may not be as familiar to audiences compared to other jewellery brands. While sustainability is an important idea, many people are unsure of how to actively participate in helping the community. To reach their audience, Golf and Jam must present the right visuals that help people understand their message and encourage them to come onboard. It also applies to teaching local craftsmen, convincing them to recognise the potential in waste or leftover materials and to adopt sustainable practices. Overcoming this traditional mindset presents a significant hurdle for the brand.
Bridging the gap between their dream of creating a sustainable jewellery brand and the practical realities of running a successful business is essential. Through their dedication to both sustainability and business growth, Golf and Jam are working to overcome these challenges, bringing their vision to life while encouraging others to join the movement.
Married to Nature: Designs That Do Good for the Community
Golf: “We draw constant inspiration from the unique beauty and wonder of nature, which forms the foundation of our designs.”
Through the creative vision of Golf and Jam, their love for nature is deeply woven into their work. Their love for the natural world continuously inspires them and these natural forms serve as the foundation of their designs. Beyond their aesthetic appeal, these forms also represent inherent distinctiveness—each element of nature is one of a kind, just as they believe every individual is different in their own way. By embracing this, Golf and Jam create designs that reflect this connection, merging natural beauty with personal individuality concepts. This approach also embodies their commitment to supporting local craftsmanship, as each piece is distinct from mass-produced industry work. By valuing the artistry and uniqueness of local artisans, their jewellery offers one-of-a-kind pieces that carry a meaningful story.
They choose to work with silver (92.5), glass and pearls for their main elements: silver is versatile and recyclable, glass repurposes wast, and pearls are biodegradable. Another highlight is the use of glass beads made from recycled bottles, a collaboration with All Kinds at the Commons Thonglor, crafted into stunning designs.
Jam: “My favourite piece is the Mine Big Bling ring, because we use up-cycled glass from alcohol and perfume bottles, cutting and polishing them to replace gemstones.”
Mine Big Bling is made from upcycled glass waste, transformed into vibrant, gem-like creations. Each colour is named after the alcohol bottle it originates from—soju, soda, wine and Bombay Blue. Jam expressed her pride in how the bottles were transformed, giving them a shine reminiscent of real gemstones.
Golf: “My favorite piece is the Wide ring. It’s a simple yet striking piece, my everyday piece, very easy to match with any ring, watch or bracelet.”
For Golf, the Wide ring is more than just a piece of jewellery—it carries a story behind its design. The circular shape symbolises the expanding roots of mushrooms, which play vital roles in nature as creators, sustainers and life-givers. Ultimately, fungi also act as agents of decomposition, reflecting the natural cycle of life and the interconnected rules of nature. Because of its meaning and connection to nature’s balance, it has become her favourite piece.
Jewellery for a Greener Future
Golf : “We infuse each piece of our jewellery with a message: it’s not merely metal, but ‘Hello, we are the same team, sharing the same Earth.’”
As Golf explains, each piece is more than just the material it is made from; it’s a reminder that we are all part of the same team, sharing the same Earth. They infuse this message into every piece of jewellery, ensuring that when you wear it, you’re reminded of its origins—whether it’s from an upcycled wine bottle, its recyclable lifespan or the legacy of craftsmanship by local artisans.
For Golf and Jam, their jewellery reflects both their love for design and their commitment to preserving the environment, demonstrating that a sustainable lifestyle can be both fun and stylish through their pieces.
Golf & Jam: “We are committed to slow and steady growth, expanding the ethos of sustainability through our jewellery.”
Their focus is on building a brand that embodies the principles of slow fashion, which prioritises thoughtful, deliberate production over fast-paced, mass-market trends. By ensuring each piece of jewellery is crafted with care and purpose, they encourage consumers to invest in quality pieces that stand the test of time. Through this ethos, they aim to influence both the jewellery industry and their customers, showing that style can be timeless, ethical and environmentally conscious. By promoting slow fashion, they hope to shift the industry toward a more sustainable and mindful approach to fashion.
If you’re interested in their jewellery collection, please visit their website or Instagram @sarr.rai.
