At the heart of this success story is Raya Wannapinyo, the visionary co-founder of GENTLEWOMAN and one of the Women of the Year 2025.
Ms. Raya’s entrepreneurial journey began with a personal challenge—finding stylish, well-fitting workwear as a petite woman. Determined to fill this gap in the market, she and her business partners launched GENTLEWOMAN in 2018, catering to working professionals with a keen eye for fashion.
Just as the brand was gaining traction, the Covid-19 pandemic struck, forcing the closure of all its physical stores only a year and a half after launch. Fortunately, the company had already established a strong online presence, allowing it to pivot swiftly.
Ms. Raya’s adaptability was instrumental in navigating this crisis. She led the team in shifting focus toward casual, home-friendly designs, aligning with the new work-from-home lifestyle. This strategic move not only sustained the brand but also boosted consumer recognition, especially for its signature logo-driven products.
Creativity and data-driven decision-making are at the core of Ms. Raya’s business philosophy. She believes success is not just about design but about harmonizing customer insights with artistic vision to create products that resonate with consumers.
GENTLEWOMAN’s marketing approach is product-centric, with new collections launching every week. This agile strategy keeps the brand responsive to customer feedback and minimizes reliance on traditional advertising, as satisfied customers naturally become brand advocates.
One of the brand’s standout successes is the GENTLEWOMAN CLUB collection, known for its bold branding and widespread appeal among both local and international consumers.
Ms. Raya also places a strong emphasis on teamwork and corporate culture, believing they are essential to the company’s success. She prioritizes hiring individuals who align with the brand’s values and fosters a collaborative environment where open communication drives collective goals.
The company’s financial performance speaks volumes. In 2021, GENTLEWOMAN reported revenues of 168 million baht, with profits of 32 million baht. By 2022, revenues soared to 594 million baht, with profits climbing to 184 million baht. The momentum continued in 2023, with the brand generating 1.5 billion baht in revenue and 525 million baht in profits.
GENTLEWOMAN now operates 26 showrooms in prime locations such as Central Ladprao, CentralWorld, and its flagship store in Siam Square, as well as in major provincial cities including Phuket, Pattaya, Hat Yai, and Chiang Mai.
Offering a diverse range of products, from chic tops and tailored shorts to swimsuits and accessories, GENTLEWOMAN embodies a balance of modern femininity and accessibility.
Ms. Raya’s journey exemplifies resilience, adaptability, and strategic vision. By seamlessly blending creativity with business acumen, building a strong team, and keeping customer needs at the forefront, she has established GENTLEWOMAN as a leading name in the fashion industry.
