The Director of Innovation, Research Design and Management at Peakchan explains how the company transforms jute and kenaf into hi-end export products.

How did Peakchan become established?
Initially I received the Talent Thai Award from the Department of Export Promotion (DEP), Ministry of Commerce in 2005 for a jute carpet. This award presented a huge opportunity for a young girl at the time with 20-30 million baht worth of orders from customers all over the world. From nothing, Peakchan has kept growing until it has become something in the market now.

What do you think is special about Peakchan?
I think it is our creative design and unique technique. Peakchan’s products are mainly made from jute and kenaf. For decades, neither product was modified to create anything besides sacks. We started creating a new perception of what Thai people once overlooked. Our jute and kenaf products with beautiful stones woven inside were launched on the market a few years ago, and have become our signature. Still today, our products are unique.

Which of your products is the best selling?
It varies depending on the country. In the US, they love our lifestyle and fashion items, while in France and Italy, they love our furniture and home decoration items. Almost all our products are expensive and regarded as high-end products.

Can you mention a few of your future projects?
We plan to produce nielloware [jewellery]. Also, we plan to mix new materials such as silk and cotton with our existing materials. These not only provide new product lines, but they also strengthen the reputation of the country. When people around the world see ‘Made in Thailand’ on the price tag, it means Thailand is shouting out that we are truly the best craft makers in the world.

Why do you think Thailand has an advantage in this kind of product?
It is because now more and more people are getting back to environment-friendly products. They are looking for something natural, artistic and handmade. Thailand definitely gains an advantage for we have abundant natural resources and skilled craftsmen. You know, once jute was regarded as the export product of poor countries, but now what we are doing clearly shows that this is not the case any longer.

Photo courtesy of Peakchan