Today we’d like to introduce you to Kritbodee Chaicharoen.
Hi Kritbodee, please kick things off for us with an introduction to yourself and your story.
My name is Kritbodee Chaicharoen, and I’m originally from Bangkok, Thailand. For over a decade now, I’ve been living in New York City. With a background in design, I’ve always been deeply passionate about art and craftsmanship.
Traveling across Thailand gave me the opportunity to visit craft communities and connect with incredibly talented artists. Through these experiences, I discovered Thailand’s rich cultural heritage in craftsmanship, which often goes underappreciated or lacks exposure to the global market.
This realization inspired me to create PREM, a brand dedicated to Thai craft products. PREM offers thoughtfully designed daily essentials and home goods that blend traditional Thai craftsmanship with modern lifestyles. Each piece is designed by Thai designers and handcrafted by skilled Thai artisans. Our mission is to celebrate and elevate Thai artistry while connecting it to the world.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has been eight years since I began working on PREM. What started as my Master’s thesis at the School of Visual Arts in New York City turned into a project I was determined to bring to life after graduation. However, transforming a school project into a real business came with many unforeseen challenges. Building a business is hard enough, but doing so across continents proved even more difficult.
I was fortunate to find business partners from diverse fields who believed in our mission and the positive impact we could create. Together, we were thrilled to launch our U.S. online store in March 2024.
Although our first production is small, we’re excited for what’s ahead. In 2025, we plan to launch a Kickstarter campaign to secure funding and attract investors for our next production. This will allow us to expand our product range and collaborate with more craft communities across Thailand. Stay tuned—there’s so much more to come!
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I have a background in architecture and worked as an architect in Bangkok for a few years before moving to New York City to broaden my creative career. I pursued a Master’s degree in Design at the School of Visual Arts, and after graduating, I began working as a graphic designer and creative director in the fashion and beauty industries in New York.
With my creative background, I’ve always believed in the transformative power of design. To me, design is a tool to improve how we live, solve problems, and create positive change in the world. This belief shapes everything I do, and it became the foundation for creating my own brand.
With PREM, I wanted to go beyond offering products. My goal is to build a platform that supports communities and inspires better living—for both customers and artisans.
Can you talk to us a bit about happiness and what makes you happy?
For me, happiness is being able to do what I love and spending time with the people I care about most.
Working on my brand, PREM, brings me great joy. Interestingly, the word PREM means “happiness” in Thai—but it’s a special kind of happiness. It represents the feeling of having just enough to feel content, a simple and effortless sense of fulfillment.
At its core, PREM is about inspiring this kind of happiness in everyone we touch.
Contact Info:
- Website: https://prem-living.com/
- Instagram: https://www.instagram.com/prem.living/
Image Credits
Kritbodee’s portait by Andy Jackson