Who would have thought that a small woman who once failed in a business requiring hundreds of thousands in capital could turn the situation around, using her savings of tens of thousands to build a hundred million baht business empire? Moreover, she has created a legend for a Thai shoe brand that has graced global stages like Milan Fashion Week and Miss Universe 2018 with great pride.

         This remarkable success story is the result of the hard work of a talented and strong woman named Ta-Rin Thongma. In just seven years, she has taken her business from an online bag brand to a captivating shoe brand. Here are the secrets to building a hundred million baht business that this exceptional executive has not explicitly stated but can be inferred from her inspiring journey, encouraging aspiring entrepreneurs to dream big and adapt these lessons countless times.

         1. Having a Business Mind is Not Enough; You Need Passion Too A crucial lesson that aspiring entrepreneurs have heard countless times is that you must have passion for what you do. As a successful businesswoman, she confirms this is 100% true because she has experienced failure from running a business she wasn't passionate about. She thought merely identifying a market gap was enough, but after just six months, her children's clothing business collapsed. Fortunately, she didn't give up and turned to a business close to her heart—fashion products—because she graduated with a degree in packaging design from Silpakorn University before pursuing a master's in fashion business in Milan. She chose to make bags because they don't require sizing and have manageable stock levels. Her determination to drive this business forward was fueled by her heart and commitment, ready to face any challenges.

         2. Study Market Trends It wouldn't be wrong to say that O&B was fortunate to enter the online market ahead of others, making it a strong brand in the online world today. The key reason Ta chose to target the online market seven years ago, when it was still unpopular, was due to limited capital (with only 90,000 baht) and her accurate prediction that online commerce would become a new global trend, including in Thailand, where major e-commerce websites from abroad were beginning to enter the market.

         3. Combine Science and Art in Business In the early days of her business, when funds were limited, Ta was not the type to spend extravagantly. She spent wisely until her business stabilized, and the first batch of products sold exceptionally well. She realized that bags might not be the best product to rely on long-term because women tend to change shoes more frequently than bags. Therefore, she decided to expand into producing ballet flats, which she personally liked.

         The interesting part is that while many brands offer ordinary ballet flats, for O&B, in addition to comfort and non-chafing features, they offer 50 color shades. Ta interestingly stated in an interview that coming from an artistic background, she views everything visually and prioritizes beauty. Thus, although they initially launched with five colors, within a year, she expanded the options to 50 shades. Ta mentioned that she doesn't see everything as mere numbers; otherwise, this idea wouldn't have emerged. If she thought about the vast stock required for 50 shades multiplied by the number of sizes, it would have seemed daunting. Fortunately, she didn't overthink it, and the products sold well, making stock a non-issue.

         4. Don't Wait for Fortune; Seize Every Opportunity O&B is not just a famous Thai shoe brand domestically but has also gained global attention. Earlier this year, they debuted in all shows of fashion icon Anna Dello Russo, showcasing key pieces from her collection and auctioning them off. They were also selected by the Miss Universe 2018 organization to design a special collection of shoes for contestants from around the world. Despite the pressure of having their work showcased to the world in one night, Ta persevered and successfully navigated this challenge, becoming a beloved shoe brand among beauty pageant fans worldwide.

         5. Think Creatively and Differently While every brand is rushing towards online avenues, O&B has chosen to redefine fashion by opening offline branches, starting with a flagship store at Emporium. The management has clearly stated that more branches will follow this year, as their goal is to reach customers who are not frequent online shoppers, effectively expanding their competitive landscape.

         All of this is just a successful formula distilled from the idea of building a business from a modest investment to a hundred million baht. Anyone can adapt these lessons with ease, as long as they start with passion, build their brand with determination, and never stop seeking opportunities. Success is just within reach.