"The Story of C2 by Chuchai starts in 1968 when Mr. Chuchai Chairitthilerd, the chairman of the company, was in elementary school in Bangkok, Thailand. One day in the class, the teacher asked students what they wanted to do for a living in the future. Unlike others who typically wanted to be a doctor, a teacher, a banker, or a pilot, Mr. Chuchai answered that he wanted to be a jeweler. The idea of designing the jewelry is inspired since then. At only age eleven he started working at his sister’s gift shop at Indra Hotel, Bangkok, right after his father’s passing in 1973. In 1975 Mr. Chuchai finished his elementary school. Unfortunately, he can not continue his school as wishes because his family can only support his older brother who passed the entrance exam to Chiangmai University. Mr. Chuchai had since then worked full time with his older sister. Mr. Chuchai promised to himself that he had to be successful in the business world. Most of customers at his sister’s gift shop at Indra Hotel are foreigners. He learned a lot from customers how to be a good salesperson. After 5 years, Mr.Chuchai proposed his sister the idea of retailing jewelry as he dreamed. Even they were not sure whether they would be successful, they decided to start retailing the jewelry. Luckily, Baht 1,000 revenue became 10,000 then 100,000 and more. Soon after, Mr. Chuchai decided to design the jewelry. Customers instantly fell in love with his exquisite designs. After Mr. Chuchai gained enough experiences in the jewelry field, he gathered all his savings to open a small jewelry stand at the Emporium Shopping Complex in 1997. He gradually earned his reputation through his superb ‘one in a million’ jewel design piece and also his charming attitude. Not long after, Mr. Chuchai decided to put his career in to the fast lane when he opened a full scale jewelry shop under the name Gempeace by Chuchai at Central World Shopping Complex in 1999, following with full scale shops at The Peninsula Plaza in 2004 and The Emporium Shopping Complex in 2005. Gempeace carefully selects raw materials from the finest source from all over the world. “Gems and pearls are always popular,” said Mr. Chuchai. “I love them all, whether its gems, pearls or diamonds. I like them because the endless varieties of designs and colors that I can play with. When I design a piece, I want it to stand out. I want my jewelry to make a person feels glamorous when he or she puts it on.” Mr. Chuchai continued, “Customers’ trust is what makes us who we are today. We have many celebrities who have become our regulars. Gempeace is unique from the rest because I design every piece, none are the same. In other words when you buy a Gempeace, you‘re guaranteed that it’s one of a kind; each one possesses a unique soul characteristic. There’s a piece for everybody, small ones for everyday wear to the master piece for special nights. In my shop you can always find your soul piece at Gempeace.” In the beginning of 2008, Mr. Chuchai has launched 2 brands, “C2 by Chuchai” and “Chuchai Gempeace or CC.” Mr. Chuchai said, “Gempeace is the mother, CC is the oldest sister, and C2 is the younger.  C2 By Chuchai is built on a unique idea: Luxury does not need to be expensive. C2 by Chuchai offers unique and differentiated fine jewelry at affordable price. Mr. Chuchai said, “Our objective for C2 is to continue to grow our leadership position in our core business by offering exceptional value to our customers through supply chain efficiencies, an efficient cost structure and a high quality customer experience. “C2” is stylish and affordable. We have built a well respected consumer brand by employing an informative sales process that empowers our customers while offering a broad selection of high quality and differentiated jewelry at competitive prices.” 

C2 by Chuchai at the present has 2 branches at the Crystal and Major Avenue, Bangkok.