Then there was the pandemic. Fashionable kids’ apparel was the last thing on anyone’s mind at the time. At its lowest, our cash balance was $3,215.28. I had a team to look after. They received their salaries. I did not. I was pretty sure we’d have to close shop then. Thankfully, that wasn’t the case.

Lows like these have helped me cultivate a deep appreciation for my customers. We’ve built a brand because of them. My feelings about this play out every time I’m on the sales floor.

“Are you the founder?” I’m occasionally asked by customers. My standard reaction is to smile sheepishly and nod. I wonder what gives it away. Is it the conviction in my voice or my earnestness in thanking them for their support?

In either case, personally connecting with customers is of paramount importance to me. As a small label with a limited budget, I see this as a way to stay relevant in the highly competitive retail scene. Making my customers feel appreciated, seen and heard is the best way to make an impression.

This approach has led to notable milestones. We have collaborated with formula brand Friso and, more recently, Mandai Wildlife Reserve. We currently have more than 10 points of sale in Singapore in addition to a presence in Los Angeles. Growth is constantly on our minds, so we won’t stop here.

We may be small, but we have made the kidswear scene in Singapore a bit more whimsical and exciting. As a homegrown label, it feels good to accomplish that.

Text: Suhana Ab/The Peak

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