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Published on December 26, 2007

Say you've decided to give ice buckets to your clients this festive season. Of course, you don't want these valued customers to think that you're freezing them out. Rather, the message is to impress them with your thoughtfulness and good taste. That's where Sanongnuch Charnvirakul comes in. As managing director of Stacey International Corp, a company that offers a world of creative gift ideas through both a call centre and the Internet, she suggests personalising the gift with a simple accessory that will appeal to the recipient.

"We could tie things in with their favourite hobby by perhaps adding a snack or a small ornament instead of just giving the ice bucket on its own," says Sanongnuch, who has 14 years of experience in the business. This year she's teamed up with Loft, the choice-rich gift shop at Siam Discovery, to create various gift sets to suit different lifestyles.

The concept for Stacey was born out of Sanongnuch's observations of the success similar businesses enjoyed overseas. "At first I underestimated the amount of business. Now, I know that people really do need friendly advice to shore up their confidence in buying presents.

"Most people visit the website to get ideas on gift sets, although not many buy them. I think that's probably because people are still a bit reluctant to make payments online. In fact, it turns out that almost 90 per cent of Thai customers prefer to talk one-on-one. Just like when they're shopping, they like a friend to come with them, she says.

"The gift adviser is beneficial to the buyer as he or she suggests ideas while also saving time. These days, there's such a large range of options, it can dazzle the buyer. We first need to know the budget and the lifestyle of the receiver - for example, is he or she sports-minded, a techno freak, conservative in taste, etc. This is relevant to the value and concept of the gifts."

Sanongnuch says she's personally delighted to receive a beautifully wrapped parcel with a bow, even if it contains just a single cookie.

"The wrapping shows me that someone cares. It doesn't have to be for any special occasion. Giving is all about the gift of happiness. It's a personal touch.

"It's like giving roses on Valentine's Day. Every bouquet has a special meaning."

So what's the most memorable present Sanongnuch has ever received.

"A watch from my mother," she replies without hesitation. "It reflected the importance of being on time."

Today, she values above all else the handmade birthday cards from her children. "With such a personal touch, a simple gift is not simple at all."

Kupluthai Pungkanon

 The Nation