Ashima is the Senior Editor at Prestige Thailand – channeling her passion for editorial through a blend of creativity and strategic content creation. Her leadership role spans a range of responsibilities – from securing interviews with the industry leaders to curating key cover stories. Rooted in her family’s legacy, she brings authenticity to every project, reflecting purpose and precision in the voice of Prestige Thailand.
Can you tell us a bit about your background and your journey towards becoming a Senior Editor at Prestige Thailand?
I was born and raised in Bangkok and went to NIST International School — it was clear early on that I had a passion for creative subjects. I had no idea what I wanted to do at first and decided to enrol at NYU with an undeclared major before realising Creative Writing was the right fit. I then moved to the University of Nottingham, which turned out to be a good fit — I loved their writing programme and felt like I could thrive in a campus environment. After graduating, I flew back home and two days later started working at a local publication where I stayed for five years. It was a great stepping stone — a nice space to grow in a smaller environment. After that, I joined Prestige Thailand. I’d been familiar with Prestige and BurdaLuxury’s other titles for a while, so I jumped at the opportunity when approached for the role. I’ve been here since, and was promoted to Senior Editor about a year ago.
Was there a moment that shaped your passion for storytelling or editorial work?
When I was really little — for probably seven years straight — my sister was obsessed with swimsuits and swimwear campaigns. Every Christmas, I’d make her a magazine. I’d sign my name on the cover, write a little editor’s note, curate all the photos, and leave it for her under the tree. The joy on her face when she saw what I had put together — the blurbs, the curation — that’s something I still carry with me. I see little me in my head all the time. That joy I gave her is the same kind of joy I try to bring into the work that I do now. Every time I put together a story, I think: how will this influence people? Will they relate? Will it make them happy, tell a truth, or breathe life into something? Little me would be proud — I turned a hobby into a real big girl job.
How would you describe the difference between working in editorial compared to your previous roles?
With BurdaLuxury, because of the regional reach and corporate structure, there’s a lot of cross-team collaboration — whether with local colleagues or international teams. I was in charge of our digital operations, working very closely with the IT team in India and consulting with editorial heads in other regions. That [level of coordination] wasn’t possible in my previous role because it was a much smaller magazine, where most work was done internally. Here, it’s more about branding and how the Prestige name can influence people across the region, which I think is what’s unique and different about this role.
How would you describe the work culture in editorial?
It’s been really nice working with people who’ve been in the industry for so long, like our Editor-in-Chief, François – he’s had so many decades in the industry. I really look up to him — he’s made it his mission to guide me, especially in understanding print and areas like high jewellery and watchmaking. He’s like an encyclopedia — every conversation with him is a masterclass.
What I love about our editorial setup is that you don’t feel detached from your colleagues. There’s no hierarchy of ‘stars’ — what we create is our collective input – we have our hand in everything and that allows you to really grow as a journalist. The thing is now people think journalists only write for print, but the reality is so much more digital. It’s great that we get to do both!
If you had to describe the work culture at BurdaLuxury in three words, what would they be?
High octane. Challenging, yet rewarding. [The media] doesn’t wait for anybody and because we’re continuously turning out content day by day, it’s fun but it’s challenging, and at the same time rewarding. You’re given a lot of opportunities here to step up to the plate, so the culture here really rewards people who are go-getters. It’s challenging because we’re one of the most dynamic media houses in Asia – as much as it is fast paced, it’s also tough and fun.
How does stepping into a more leadership-focused role?
Before, it was [more focused on] honing my writing voice and how I would present myself in interviews. Now, I feel like I have the confidence to offer my insight and make decisions, and also focus on how I can actively make a name for myself within this umbrella company.
What’s a professional milestone that you’ve been proud of achieving?
We’ve had the privilege of working with such a huge portfolio of brands – from fashion to yachting – and every time a client’s happy, it is testament to the strong, collective knowledge we hold as a team. I was also recently given the responsibility of writing our cover stories with [my colleague] Mika, which is a new responsibility for me and really boosted my confidence. Apart from that, one milestone that really stands out is conceptualising and running microsites for big clients. I did a few over the last year, which reminded me that no project is too big if you go in with a calm, focused mind.
What was it like being the first to cover Aman Bangkok? How did that opportunity come about and how would you describe experiences like this as part of your role?
That was a big milestone! Prestige has built a strong relationship with Nai Lert Group over the years, and the team have always been a pleasure to work with. When we expressed interest in wanting to be one of the first media to share details about Aman Nai Lert Bangkok, they were on board and secured the opportunity for us to speak to the Chairman and CEO. In addition to writing the print story, we had the greenlight to film the interview inside the new property, which reaffirmed our commitment to building strong relationships with clients. I think this is one thing that sets Prestige apart. As ‘Asia’s Inner Circle’; to have that circle means to value and respect those we work with, and in return they trust us too.
How would you describe experiences like this as part of your role?
The biggest advantage to working in media for me, is the access to experiences and conversations. Being able to speak to people you normally don’t have access to – you take a lot of weight from [these conversations] and you’re constantly building this knowledge bank about so many different industries and how they shape the country. You never lack inspiration – I’m always excited to interview people because I come out of the conversation feeling a little lighter and a little bit more inspired.
What goes into preparing for exclusives like this one?
I’m lucky that I work very closely with François – he’s like a mentor to me. I usually start by drafting a set of questions where I put myself in the shoes of the reader and think what I’d want to know if I were them. It’s equal between this and doing as much research as possible – there are a couple steps that we take, but these would be the core pillars.
Who were some of your biggest influences growing up?
My grandmother was a huge inspiration for me because she’s essentially our family’s matriarch. I come from a long line of very strong women whose all had distinct careers that are very much worth celebrating – my father’s mum spearheaded our family’s business. Womenswear and denim became something that set our business apart from competitors, she was always forward thinking. Back then the Indian society was a lot more unforgiving of what a woman’s role was supposed to look like; there were certain rules you were supposed to follow and she completely went against the grain because she wanted to carve out a legacy for herself and make sure that we were comfortable. Now anytime the going gets tough I think of her.
My parents also shaped who I am. Both pursued their own careers and made it clear that achieving work-life balance was important, they have always encouraged me to follow my passions aside the traditional school subjects. For example, beyond the office I am also a professional DJ. When my parents heard about this desire to be a DJ one day, they essential told me that ‘no dream is too big’ and ‘it’s not one day, it’s just a matter of when.’
What would you say is the best part of your role as Senior Editor?
I love working with my team – it’s rewarding to be in a professional position and trusted with a lot of responsibility. [In this role], you really have to represent the brand, to find story leads and to curate as much as creating content. Just being trusted to interview the real leaders of the industry has been scary, but fun. Initially, I didn’t really let my personality shine through, but the more I got to know people in the office – I saw that we are celebrated for being individuals here. The unexpected thing is that you can work in a corporate environment and can still feel yourself.
Why BurdaLuxury?
The company offers a lot of opportunity for growth within the media industry and within Asia itself. When approached with the position, I’ve been following Prestige for many years and they really do have their finger on the pulse – it’s been cool to be part of a team that tells stories about people who deserve to be heard. The moment the opportunity presented itself it was no question for me.
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Note:
The information in this article is accurate as of the date of publication.
