For the past 15 years jewelry designer Tai Rittichai has defined trend, quality, and style with her namesake fashion jewelry line, TAI.  Her remarkable ability to make fashion jewelry look like fine jewelry has made her a cult favorite among high end retailers and fashion insiders alike.   

In 2017, Tai launched her debut fine jewelry collection, named after her daughter, NICHA.  The line was born out of the desire to create beautiful quality heirloom pieces that could be passed down from generation to generation, as she would with her own daughter. The collection is filled with wearable pieces in 14 and 18K gold, diamonds and semi-precious stones that are delicate, modern, sexy and elegant.