"We have tapped into this target group while most rivals are focused on working women and housewives. They almost completely ignore these potential customers," says Art and Technology's managing director Busaya Techasen.

"We think there is a high demand from the teen group as handicrafts are quite personalised and, more importantly, they have more value when they're made with their own hands."

Most of the company's products for teenagers are priced below Bt100, are easy to do and require no more than one or two hours a day to complete. They include wallets, hats, scarves, necklaces, bracelets and souvenirs.

Cross-stitch kits for adults cost from Bt100 to more than Bt1,000. The price depends on the type of product and its quality. PINN products also include high-fashion items such as silk wallets.

Although the company develops different kinds of products to serve the needs of different groups, all of them tend to follow modern world trends.

Busaya has been the driving force behind PINN's business for 14 years. Previously, she was a doctor, practising in Songkhla province. The company, and the PINN brand, began their climb to international success by developing a computer program that made cross-stitch charts from photographs. The initial investment was Bt400,000.

PINN products, which range from cross-stitch and needlework kits to beads, knitting materials and other crafts, are now distributed through more than 50 shops in Bangkok and provincial areas.

PINN products also hold the top spot in the local do-it-yourself products market.

The company employs eight designers and also has a group of freelancers. All of them come from northern Thailand.

"We have lots of designers because we need greater diversification in our products. Our designers will learn about and use anything that they love to do. They can choose their own styles," Busaya says.

"We all work hard because we need to update our styles by constantly watching trends on the Internet. We also check out magazines from Japan, Korea and the US, and we join overseas exhibitions to learn new techniques."

PINN's art director Ratchada Chomthaveevirut adds: "We also send people overseas to learn new techniques for further development of our products.

"Anyone who has never tried to do handicrafts might feel that it's a bit difficult at the beginning. But if they come to our workshops, they might feel that this is fun and easy to do. They then will become our regular customers."

PINN currently employs 150 people at its factory in Chiang Mai.

Ancharee Promsakul

Bizweek