Garmenti: How One Seller’s Passion for Fashion Carried Her to Success

Since launching in 2021, Garmenti has grown to become one of the hottest homegrown handbag brands on Lazada Thailand. The brand has been widely celebrated for its fresh and fun designs made with the modern woman in mind, and its signature Daily tote bag even set a new record recently of selling out 2,500 units in a mere 38 seconds.

Fashion Forward

Behind the brand’s runaway success is founder Sireethorn Amornnuratkul’s dedication to her business. The 33-year-old entrepreneur holds a bachelor’s degree in fashion design from Srinakharinwirot University and worked for a clothing brand for several years before pursuing a master’s degree in fashion design and business from the Pratt Institute in New York. During her graduate studies, she took a class on bag-making and decided to create her own handbag line upon returning to Thailand. While her first venture shuttered as a result of the COVID-19 pandemic, her love for fashion motivated her to continue with her vision, and she launched Garmenti on Lazada shortly afterwards.

It was a big risk to launch a second brand amid the pandemic, but Amornnuratkul persisted with expanding her product range with the hopes of growing her customer base. Her efforts paid off when she introduced the Gyoza bag. The dumpling-shaped bag exemplifies the Garmenti brand; not only is the bag crafted from high-quality materials to ensure customers received the best possible value for their money, it features an eye-catching design that comes in different colors and boasts thoughtful features, including an additional small pouch and durable hardware. The bag quickly became a favorite with Garmenti’s customers and even garnered influencer endorsements that turned it into a viral sensation. Alongside the Gyoza, the brand’s bucket-shaped Daily tote bag, which launched last December, has also become a bestseller.

Today, Amornnuratkul runs Garmenti with her husband. While her husband focuses on the production, operations and financial sides of the business, Amornnuratkul leads the design, branding and creative aspects. To ensure she always delivers the best products, Amornnuratkul actively listens to consumer feedback – both positive and negative – when coming up with new handbag models. During the design process, she considers everything from her customers’ age range to their occupations and preferences. Since her clientele is made up mostly of professional working women, Amornnuratkul strives to come up with designs that can meet her customers’ functional, day-to-day needs while also providing the stylish and whimsical features that Garmenti has become known for.

Not only is Garmenti an embodiment of Amornnuratkul’s love for fashion, it is also a celebration of local products and talent. The brand’s bags are crafted by an entirely Thai team using locally sourced materials. “Thai designers are incredibly talented, and there is so much potential in Thailand when it comes to fashion,” Amornnuratkul said, adding that the quality of local homegrown brands is on par with that of any other country, offering exceptional value for money. “I am proud to support Thai brands and am delighted to see more and more young Thais joining the trend,” she said.

Passion and Perseverance

Since launching her brand on Lazada, Amornnuratkul has continued to leverage the platform’s reach and extensive resources to engage with her customers and provide the best possible shopping experience. In particular, her dedicated Lazada key account manager has provided constant and comprehensive support, ranging from data insights to influencer recommendations, and has made Lazada a true home for Amornnuratkul’s business. Amornnuratkul has also tapped Lazada’s sponsored solutions and mega campaigns to grow Garmenti. In 2023, she participated in every Lazada mega campaign and worked closely with her key account manager to plan out everything from her inventory to new product launches and promotions for each sale event. She spent more than four months preparing for last year’s 9.9 mega campaign, and her sales reached almost a seven-digit baht figure as a result.

For Amornnuratkul, her entrepreneurial journey has taught her about the importance of passion and perseverance. “I always give my all to everything I do. Even when problems arise, I strive to find a solution and never give up. There have been ups and downs, but I want other brand creators to feel encouraged,” she said. “Every mistake has advantages, as it provides us with valuable lessons to help us grow. We should never give up. We should keep fighting because, with passion and love, we will succeed.”

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