Sustainability is at the heart of Zerrin, which operates as a one-stop guide to sustainable fashion and beauty. The media platform and multi-brand online retailer is founded by former fashion and beauty editor Susanna Jaffer with the idea of connecting a growing community of ethical emerging brands with busy modern women.

Without the extra engagement from physical pop-up stores, Zerrin strengthened its online platform via social media, with live-streamed product showcases, as well as an Instagram Live series called #RealTalk, where it engaged the community by interviewing brands, industry experts, and inspiring individuals who champion sustainability in fashion and beauty. The brand also experimented with at-home set-ups for their creative shoots to bring their content to life.

“Despite being an e-commerce platform, we focused on putting out meaningful content to promote our values as a brand, rather than just pushing products. We already do this year-round so it’s not exactly innovating, but we doubled down on it during the Covid-19 pandemic,” says Jaffer.

As restrictions lift, Zerrin is ready to amp up both online and offline platforms. “We’ve just relaunched our online platform, our new brand directory and are planning a series of webinars with international speakers and fashion change-makers. We will also be relaunching our pop-up from September for the long term.”

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Candles of Light, a fragrance studio that specialises in natural, botanical-based scents infused with spices, herbs, essential oils, describes having to pivot their business model during the time of Covid-19 and Singapore's circuit breaker.

“Traditionally if we had customer enquiries on our candles or product range, we would normally tell them to head to our physical retailers. But because of the Covid-19 situation, we are soon launching a range of samples and tester kits online for potential customers to purchase as a trial, with credits for a return purchase,” says Daphne Tan, founder of Candles of Light.

While it is now back to business as usual for its stockists, Tan shares that they are focusing on new ways to bring their “scent experience to the customer in their own space."

Founded by twin sisters and trained architects Santhi and Sari Tunas, Binary Style offers accessories inspired by Singapore’s history and diverse culture. Its signature collection of more than 60 scarves are woven with local patterns, shapes and colours that tell the nation’s story from past to present.

Because their clientele is mainly tourists, the brand had to quickly recalibrate their target audience amidst travel restrictions, turning to produce reusable fabric masks instead. Twenty percent of proceeds from the mask sales benefited migrant workers.

“The aim is not to make a profit from this but to do our part to help. The response has been very good so far—through the masks, new audiences are discovering our brand, and even if they don’t buy it, they will remember us,” says Santhi Tunas.

With retail partners closed, the brand also made sure to strengthen their presence online, actively engaging their community with positive content, and even a downloadable Binary Style Zoom background.

“Our brand’s unique proposition is about inspiring happiness, emotional comfort and a sense of belonging. From day one, we wanted Binary Style to be a brand with a smile on its face, and during this time we feel it is more relevant than ever to communicate in that tone.”

The brand’s studio at Singapore's National Design Centre has now resumed operation, with reduced workdays and staff working alternating shifts in the office.

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Helmed by wife and husband team Jeannie and Richard, JeannieRichard offers handmade, art deco-inspired modern jewellery. Already operating as an online business with plans to engage clients via physical pop-ups, the circuit breaker made the founders reevaluate their plans and strengthen their offerings online instead. According to founder Jeannie Yeo, the brand stepped up in design and production, releasing at least two new designs every week.

The brand also took the opportunity to maximise their social media presence, collaborating with Singapore brands—including Jo Kilda, Tria the Label and Nodspark—as well as Singapore influencers, engaging followers in various social media campaigns. These campaigns have earned the brand an increase in followers, many of whom were converted into loyal customers. JeannieRichard will continue its online model, offering contactless delivery to customers.

“While the circuit breaker period is over, the residual effects of it are going to stay for a long time. Hence, we are in the midst of migrating our website to another platform that will allow features such as Hoolah to allow customers to deflate their expenditure and still enjoy the simple pleasures. We are also in the midst of developing our own proprietary hardware to heighten our branding,” says Yeo.

“Our way of innovation is not so much about technology, but rather using it to bring people back to what truly matters—especially loved ones, that we so often take for granted. JeannieRichard is, after all, about sentimental jewellery to remind everyone of life’s precious moments. Most importantly, we keep our hearts on the lesser voices by supporting the Children’s Society.”

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