Mumraisin.com and the new parent

Pimpisa “Pear” Chirathivat. Pornprom Satrabhaya

How Pimpisa “Pear” Chirathivat compartmentalises her life is astonishing. Although she is better known as a Central heiress and part of the A-list set regularly seen at the biggest events and parties about town, the freshly appointed business development executive at Post International Media is also the force behind the newly launched website Mumraisin.com, a one-stop destination that’s out to catch all the cool mums of Thailand. Filled with pastel-hued photos and cute illustrations exclusively drawn for the site, Mumraisin packages content about parenting, children, pregnancy and lifestyle into an attractive, easy-to-read manner for the hip parents of now.

After a business meeting at Bauer Media in Australia last year, Pimpisa discovered that besides the food culture and health-savvy enterprises the country was known for, another unit that proved to be lucrative was parenting.

“Clearly, parents want to give the best to their offspring, so their spending is quite high,” she says. “We thought, there are so many parenting media outlets here, but none went for this niche of new-generation parents, where everyone looks chic when they go shopping with their kids. Today there’s people who marry both early and late, but what’s to notice is nobody looks homely anymore.”

As the mastermind behind this new website which was launched earlier last month, Pimpisa looks over everything, from forming the team, research, commissioning stories and interface to the nitty-gritty of mood and tone. Being a first means there’s no reference to follow, but Pimpisa is having fun creating her own bible for her brand.

Besides advice columns, there’s exclusive articles relating to lesser-known workout courses for pregnant mums, why Peppa Pig World is hot (forget Disneyland) or simple dishes to cook for children by Baan Ying’s new restaurant Egg My God.

“Our main difference is we’re targeting cool mums, who still have a life beyond just raising kids,” she says. “When people speak of mums, people think of a housewife in large dresses just raising kids at home, but we want to present that there are mums all dressed up out there, sitting at caf├ęs with their babies, too. We’re twisting the way we present it so it’s not academic, scary or boring to read. We also get our contributor mums from different fields to share their experiences about things we don’t really get to hear about so much.”

It’s a peculiar project to give to someone who doesn’t even have a child of her own (let alone a husband, she adds), but the young exec is keen to tackle this new challenge despite her lack of experience with motherhood. As someone who regularly reads every day, the 25-year-old does not find the mass of reading and additional research a grief, although she must now also factor in time to survey fairs for mums and children. It’s what the socialite does full-time, and that doesn’t even include mention of how she also hosts a few TV shows and runs her own businesses — Boyfriend, a cosmetics company, and Girlsnation, an activewear clothing line — on the side.

“I’ve studied at the Faculty of Architecture [at Chulalongkorn University] but I’ve never been deprived of sleep before,” reveals Pimpisa to much amazement, as it is a well-worn fact that architect students are regular all-nighters thanks to their model-building assignments. “That’s strange to hear, isn’t it? I know I have less time than others so it really trained me to multitask. When I was on set for a Channel 7 lakorn on my fifth year, I would pull out my laptop to work during break time because even those few minutes are very valuable for me.”

Technically, the photogenic executive has been working since she was 14. While she was walking around after school near Satit Chula, she got noticed by a magazine photographer who studied at Chulalongkorn’s Faculty of Communications, which was right next door. Although Pimpisa wasn’t keen, encouragement from her family led her to accept that first modelling job for the now-defunct Knock Knock magazine.

After that, modelling and commercial work trickled in to make her a familiar face, amid projects such as being an artist for Smallroom music label.

“I’ve been tired since high school, because I would have to go take singing classes or to work after school, when my friends went to hang out at Siam,” she reminisces. “When I entered university, I felt like I was overloaded because university was rigorous. I regret not getting to be close to my high school friends, but I was close to my friends in uni because we had to spend a lot of time together.”

She credits her enthusiasm for Mumraisin to how she was always trained to create back in university.

“Personally, I like to do concept work,” she says. “It’s taught me to think of the concept since the very beginning and how to translate that into design. It’s like how to create an umbrella and how to make every unit to be under that umbrella. If your concept is strong and clear, no matter how many branches you break it down into, it will all relate back to your first idea. I like to do work that lets you develop new things.”

Another side she’s interested in exploring, if time permits, goes back to hotels, unsurprisingly. Out of the extensive Chirathivat clan, it is her father who is in charge of overseeing all of the Centara hotels.

“It’s probably because I was with it [as a student] for five years and also I live in one,” she says. “It’s a place I grew up around and I’d be interested in its management or architecture someday. Even my thesis was about Centara’s new hotels. I’ve seen them since their beginning stages of research and what’s fun is to see your ideas slowly grow and take shape. It’s such a great feeling when you look back to the day you started out and see how far you’ve come. This website just started out as small talk while we were in Melbourne and I didn’t think it would happen, but now the pictures in my head have developed into the real thing.”

Visit www.mumraisin.com to start browsing.

The Mumraisin main page. photo courtesy of Mumraisin