About

Chitra means คุณค่าทางจิตใจ. The value that lives in the heart.

We didn't plan to start a brand.

We're a goofy family that resides in the suburban area of Thailand. One of us got a new phone as a present, she loved it so much that she bought a charm for it. It didn't last long before it broke, and it didn't really reflect her taste.

So she made one herself. The one that reflects who she is. The one that gives her confidence, positive energy. Most importantly, it was made to last.

When another one of us saw it, the reaction was simple: this is too good to keep to ourselves. Let's make it properly. Let's share Chitra with others like you.

Then we called in Dad, a craftsman with a lifetime of experience, to make sure every piece is built to last, because we know the frustration of not having a decent quality product that you've been hoping and waiting for.

One piece that comes apart, and comes back together.

Every piece comes apart into a phone charm, a necklace or two bracelets, each with its own use, and comes back together as one. Like a family, really.

Made by all of us, at home in Thailand.