Fashion jewelry by Helios Co. Ltd. Of Thailand could interest big names like Christian Dior and Nina Ricci of Paris, says Helios’ French designer Jacques Prades.

“There is room for the market, and the big names can be interested in our costume jewelry, “Prades said in an interview. Helios’ first collection, featuring some 100 designs, debuts at Bangkok’s Sixth Gems & Jewelry Fair from September 12 to 16 at the Department of Export Promotion.

The major difference between Helios and the other big names is thicker gold plating and entirely hand-set synthetic stones, cubic zirconia and semi – precious stones, Prades explained.

“The luster of the stones is lost when they are glued, and the effect is not so good, so we hand set all our stones” said the 53 year-old designer, who also is involved in two other jewelry business concerns specializing in fine jewelry

“We don’t want to be worse. We want to be better. And we hope we will succeed in giving aesthetic quality and originality,” said Prades, one of three partners in the new venture which also include Komson Opassathavorn of Thompson’s Jewelry and the company’s managing director Vartan Bassil. With an initial investment of 5 million baht in a four-story factory, Helios” plans include 100 workers by the end of next year and establishing its Greek name in Bangkok’s retail market.

“We have to be on the local market as well soon,” Prades said. “And we don’t want to follow the market.

Helios recruits young people, many without experience, then trains them “our own way,” he continues, “It may take longer but they have to forget bad habits,”

Predes says the best designs are often the most attractive and astonishing, but do not necessarily mean bestsellers. “Bestsellers are the ones you see here, and there, like advertising. You start to lose your critical sense.” And that is why, he says, it is difficult for people in marketing to “take on the wave.”

For Prades, inspiration just simply comes. He compares the eyes and ears to a camera, interpreting the image as one does with data. With several lines in mind, designs “can move very well.”