She established her own line of clothing in Chiang Mai more than a decade ago after she discovered that there was nothing on the market that matched her style. Today, Treechada Slaven is busy running three branches of Earth Tone - a brand that has earned a name throughout the north of Thailand.

But while the designer admits that she's tired from all that work, she still feels the need to keep going and to keep trying to find the perfect management system that will keep her shops running smoothly and her clients satisfied.

Treechada opened her first shop on Loi Krah Road, not far from Chiang Mai's Night Bazaar in 1992. Back then, there weren't as many shops as there are today, and her distinctive Earth Tone skirts and tops stood out from the rest.

These days, however, there are quite a few shops stocking similar clothes. Treechada also has a shop at JJ Chiang Mai, as well as on Nimmanhaemin Road.

"We get many visitors to Chiang Mai now, and Earth Tone draws a lot of interest from Thai tourists, too," she says.

Still, despite the success, Treechada remains humble even though many people regard Earth Tone as one of the longest-established labels in Chiang Mai. She says the brand has survived through time due to its strength on both the domestic and export markets.

Treechada describes her designs as easy to wear, suitable for most people and for any occasion, and good value for money.

She has stayed away from the high-end market, keeping the cost of tops and skirts below Bt1,000.

Most people assume she's an art college graduate, but Treechada says that she actually tried pursuing a degree in business administration at Payap University.

"I attended for three years, but wasn't very successful in my attempts to get a bachelors' degree. I knew what I wanted in life, so I quit college and opened my own shop."

Fashion has fascinated her since she was four. Treechada recalls playing with her mother's old sewing machine, and says she started making her own clothes while still at high school.

"The first thing I made was a simple round-necked top that people in the north wear everyday. By the time I went to university, I was designing my own uniforms and more complicated dresses with lots of detail," she says with a smile.

Treechada says she's always been obsessed with colours.

"I have this need to know about colour, like why people wear black, or why they wear one tone, but not another.

"When I first started the brand, I invented so many new colours for my designs. I had to devote a whole room just to experimenting with dying and mixing. I was like a chef trying out new recipes."

Over the years, Treechada has launched a series of hand-dyed cottons on the market, from the one she calls "dirty pink", to her own beige, which she describes as a very sexy colour.

She's never stopped experimenting, though, and over the past decade has come up with many styles - from balloon skirts to white see-though fabrics in floral designs.

"I was watching a group of elderly people in plain white tops at a local temple and it give me the idea of adapting the design for something light and easy-to-wear," she explains.

Her new collection is a dream of dark colours - from black to dark brown, plus violet, bright red, and dark yellow, with a cream trim to add a touch of brightness.

Earth Tone has been popular with the Japanese right from the very start.

 "They are still good customers today," Treechada says.

"When I first started exporting, I went to Japan to see what people were wearing in their daily life. There are certain colours they just don't like."

Treechada says that she finds all her materials in Chiang Mai, and maintains large stocks to ensure standards. Quality control is also important to keep an edge in the export market.

"My exports weren't very good last year, as we received fewer orders from clients in Japan. However, we had a few more orders from Europe," she says.

She thinks the reason for the drop in demand may have to do with the new fabrics and competition from new garment entrepreneurs in the market.

She hopes to survive by creating some new fabrics of her own and keeping her products as comfortable, fashionable and affordable as ever.

Treechada returned to the helm of Earth Tone three months ago after taking a break for health reasons.

"I'm now working with a new designer and overseeing the management. The brand will still target both the wholesale export and retail trade.

"We have to keep up with patterns, colours and competitive prices," she says.

Vipasai Niyamabha

The Nation