The Allure of Pacharee

Text by Uracha Chaiyapinunt

In the captivating world where artistry converges with heritage, Pacharee emerges as a distinguished jewelry brand that seamlessly blends Thai-Swiss ingenuity and a deep-rooted appreciation for pearls and gemstones.

Sophie Pacharee Rogers may have begun her career in advertising, but creating a jewelry brand — though unintentional (Pacharee started out as a clothing brand but customer demand for jewelry that Pacharee created to help style looks kept increasing) — always felt like a natural next step for her; the world of jewelry and gemology was always near and felt inescapable. Her father, Gerald Vincent Rogers, was known as the “wizard of gems” who invented new stone-cutting and heat treatment techniques during his time. Rogers believes her father passed on his eye for raw natural beauty.

In 2018, when Pacharee first launched, no one else was making jewelry quite like Rogers. The brand’s distinctive charm lies in its signature aesthetic that embraces the organic contours of pearls and gemstones. Each piece is a testament to Rogers’ tasteful curation (the founder and head designer admits that though her design team has grown over the years, she still enjoys handpicking and pairing pearls herself whenever she has the chance) and meticulous craftsmanship.

For early customers, Pacharee pieces were alluring for their contemporary and unconventional, yet elegant and chic look. The jewelry works well with everyday outfits — to work and while running errands — but also pairs perfectly with cocktail dresses and evening gowns. Its versatility which strikes a balance between casualwear and formal attire allowed it to grow its customer base at a rapid rate.

It wasn’t long after that Pacharee caught the eyes of celebrities, stylists and influencers, as well as the leading luxury e-commerce giant, Net-a-Porter. Pacharee pieces were spotted on fashion icons like Gigi and Bella Hadid, as well as social media trendsetters Aimee Song and Chiara Ferragni, ushering the brand into an echelon of global recognition. More recently, Pacharee’s ring was seen in an episode of “And Just Like That…,” the sequel series to “Sex and the City.” It was a pinch-me moment for Rogers to see her jewelry on TV’s most beloved fashion icon, Carrie Bradshaw.

Now, Pacharee is entering its next phase with a new atelier in Zurich’s Neumarkt quarter.

“We are always working on something,” Rogers says. Last year, the designer launched her first unisex collection after receiving requests from her male customers. This September, the brand is back with a new collection that Rogers is certain will once again define the jewelry trends for the season. Inspired by spirit animals, the ornate pieces feature creatures like the Naga Snake, Korat Cat and Butterfly. The collection has quickly become a favorite amongst Pacharee fans with many placing orders on the day of the launch. Customers can expect to find new and exciting ways in which Pacharee will play with pearls. When asked what her favorite part about Pacharee has been, Rogers admits, “It is as simple as bumping into strangers wearing my jewelry. I get so super shy about it and avoid eye contact but it’s really fun.”

In a world where trends are ephemeral, Pacharee stands as an epitome of enduring elegance, fusing the opulence of gemstones with a design philosophy that transcends time. Rogers has seamlessly woven her family’s legacy and her personal journey into an enchanting jewelry brand that continues to captivate hearts worldwide.

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