We were lucky to catch up with Kritbodee Chaicharoen recently and have shared our conversation below.

Hi Kritbodee, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

PREM was founded with a mission of ‘Crafted for Happiness,’ which means creating authentic, meaningful products that bring joy to everyone involved. In Thai, ‘PREM’ means ‘Happiness with Fulfillment,’ and this idea shapes everything we do.

We aim to bring joy to our customers by offering unique, high-quality products that enhance daily life. Every piece is crafted using traditional Thai methods, connecting you with the artistry of our culture. We also support Thai artisans by directing a portion of our profits back to their communities, helping preserve their craft and heritage. Lastly, we’re committed to environmental responsibility, using organic materials and fair trade practices to ensure a positive impact on the world.

For us, happiness isn’t just a feeling—it’s a way of doing business that uplifts people, culture, and the planet.”

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Kritbodee Chaicharoen, and I’m the Founder and Creative Director of PREM. Originally from Bangkok, Thailand, I moved to New York City in 2014 to broaden my creative journey. With a background in architecture and design, I’ve always been passionate about the rich art and craft traditions of Thailand. Every region in Thailand has its own unique culture, craft, and materials, and I’ve had the privilege of traveling throughout the country, visiting craft villages, meeting artisans, and seeing the talent of local designers firsthand.

I founded PREM to bridge the gap between Thailand’s traditional craftsmanship and the global market. My vision is to bring Thailand’s cultural artistry to a contemporary lifestyle, collaborating with local artisans and talented Thai designers to create products that are both modern and deeply rooted in our heritage. PREM is a platform to showcase this creativity and craftsmanship to the world, while also creating new opportunities for Thai artisans and designers to connect with a global audience

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

PREM’s products are handcrafted by Thai artisans, with each collection showcasing a different community. Our first collaboration was with Roonnee, a weaver and indigo dyer in a quiet village in northeastern Thailand. We met her while she was dyeing cotton yarn with natural colors she’d extracted from local plants. Her passion for her craft inspired us, and that’s how our first collection began.

Roonnee’s community has been handweaving cotton for generations, using only natural materials and methods. Through this partnership, we support her mission to grow her craft and pass on her knowledge. Working directly with artisans like Roonnee has taught us the importance of patience, respect, and authenticity in creating meaningful, high-quality products

We’d love to hear about how you met your business partner.

PREM actually began as my thesis project while I was completing my master’s at the School of Visual Arts in New York City in 2016. From the start, I was lucky to have friends join me who shared my passion for Thai art, craft, and design, and most importantly, saw the potential to make a difference by supporting Thai artisans and elevating Thai design on a global stage.

Over time, more people joined our mission-driven team, including my own sister, who believed in what we were building together. Today, we’re a team spread across Bangkok, New York, San Francisco, and Chicago, each person dedicated to helping PREM thrive and grow. I’m incredibly grateful for their belief in PREM and the work we’re doing together.

Contact Info:

• Website: https://www.prem-living.com
• Instagram: @prem.living

Image Credits

Kritbodee’s portait photo by Andy Jackson