Chitralada Shops

The fluffy piggy dolls, the hand-towels decorated with mother bunny holding her little one, snadals embroidered with a girl with fluffy hair, robes with light blue turtle scale design artificial flowers and printed-design handbags are just some samples of a range of increasingly popular products from the Her Majesty the Queen's SUPPORT Foundation which are offered for sale at the Chitralada Shop.

In 1964, prior to the inception of the Foundation, Her Majesty introduced a supplementary income program to the villagers of Khao Tao sub-district of the district of Hua Hin, Prachuabkirikhan. Free lunch was provided to woman recruits who worked on the hand looms made available by Her Majesty in the grounds of Klaikangvol Pavilion.

The program was expanded to include housewives in the Central Region four years later. Here they learnt techniques from teachers from the Ministry of Industry, Program participants made good use of the Sorn-Narai grass which is widely available in the vicinity of Hoob Krapong in Petchburi province and a cooperative was eventually established.

The fabric-weaving group of Wat Cheung Khao, Baa Jaw district, Narathivas, soon followed. Based on Her Majesty's advice, fine bodice was made on fine designs borrowed from local flowers such as Tan Yong or Mimusops. Then on one of Her Majesty's visits to Chiang Mai, the same program was introduced to the people of several districts including Ome Goy and Baan Mae Takrai in that province. The chief purpose of the program was aimed, however, at preserving the art of embroidery.

With plenty of projects going on, a contact point became a necessity. Thus, the SUPPORT Foundation was born in July 1966. Thanpuying Maneerat Bunnag was appointed secretary of the Foundation. In the opinion of the newly appointed secretary, given a constant supply of products, a shop offering products from the SUPPORT Foundation should be open permanently. It would also serve as a vehicle to promote valuable folk handicrafts. A name was subsequently given by Her Majesty the Queen and the shop has since been known as the Chitralada shop with its first branch opened at the Oriental Place Shopping Centre by Her Royal Highness Princess Mahachakri Sirindhorn on December 20, 1977.

Ideas were explored for more extensive applications for hand-woven cotton. As a result, the shop offers products ranging from curtains, upholstery, cushions, light and heavy fabrics of print designs for outfits and handbags, briefcases and suitcases.

Embroidered products for daily use such as eyeglass-case, table places, and picture frames are also available. In addition, improved embroidery skill has made possible more creative items with features of scenes from rural life, the grand palace and character from Thai classic literature encased for wall decoration.

Crochet items of delicate designs prove to be popular gifts, be they handkerchiefs, table places or doilies. Other favorite souvenirs most sought after, by locals and foreigners alike are artificial flowers of tropical and temperate countries.

As the delicate inexpensive products which also benefit charitable causes have become popular in increasing degrees, the number of Chitralada outlets was also increased. Today, there are 12 Chitralada outlets altogether, each with its own chair and 1-2 volunteers to help run the outlet on a daily basis. Income from the outlets is returned to the producers.

While the producers earn income from their products, part of the proceeds is presented to Her Majesty the Queen every year to benefit the Foundation and other charitable events. Some of the revenue goes to the renovation of the Apisake Dusit Pavilion to make it a permanent museum for the Foundation to mark the fifth birthday cycle of Her Majesty the Queen.

The SUPPORT vocational program has proven itself to be a success story. It represents the pride and encouragement for local folk whose products are admired by the consumer public. It responds well to the objectives of Her Majesty the Queen whose concern for her rural subjects is reflected in the creation of supplementary program through which the local folk earn extra income and folk art stands a chance of survival. In the meantime, it has been elevated to a national level recognized by foreigners.