Cover Founders of Singaporean brands, Tom Ng, Stephanie Choo and Lim Pok Chin
Founders of Singaporean brands, Tom Ng, Stephanie Choo and Lim Pok Chin
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From dressing our head to our toes, and everywhere in between, Tatler Singapore speaks to the founders of three Singaporean brands that have found success by celebrating the true spirit and resilience of the Lion City
Being in the nexus of global trade, creativity and consumption on our tiny red dot have long been heavily influenced by global trends and the powers that be in the form of international conglomerates. From the very clothes and accessories that we live our lives in, to the articles of furniture that we lie on, we do not hesitate to look outwards when it comes to shopping. But the founders of the following distinctively Singaporean brands will be quick to tell you that it is through the courage of their own convictions and hard work that have won them fans both local and abroad.
Starting with Stephanie Choo: founder and designer of Singapore-based fashion brand Eden + Elie; to Tom Ng: founder of renowned homegrown footwear label Pazzion; and Lim Pok Chin: founder and managing director of Scanteak—our Garden City’s very own furniture brand taking over the region, these three visionaries quickly prove why it pays for consumers to look inwards and how, when it comes to providing quality products that marry more than just form and function, there is no place we would rather be.
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Stephanie Choo, Founder and designer of Eden + Elie
Above Stephanie Choo, Founder and designer of Eden + Elie
Stephanie Choo, Founder and designer of Eden + Elie
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What is your brand philosophy/motto?
Stephanie Choo (SC): I think women who have come of age face expectations and demands in every generation. For ours, I feel we have tremendous pressure to be excellent in everything we do, whether it is in raising our children, leaning into our work, or just doing it all and doing it effortlessly. We are faced with choices and decisions every day that we try to meet with courage, clarity, and dignity in the areas of work and family.
Most women desire more rest, more simplicity, and more ease. I feel that one thing I try to do as a designer is to lessen the decision fatigue of modern living so that we have energy, time, and focus to apply to what is most important and essential to us, whatever that may be. So Eden + Elie is built on the conviction that life can be simpler. We want to make things that give you ease. If my jewellery is that well-loved go-to piece that helps someone get ready in the morning, is purposefully designed, meaningfully made, and brings delight to the wearer, I think I would have succeeded in making life a little bit simpler for the modern woman.
Where does the brand find its design inspiration?
SC: I think all of my training and experience—in architecture, art, and product design—go into creating and crafting the jewellery that is Eden + Elie. It provides the basis for me to approach design with a perspective that form, matter, tactility, texture, light, and shadow are all ingredients of making something sublime. For me, I may create from intuition but I always go back to view it with a critical eye. For something to be just right, there is a feeling of timelessness and grace.
To me, inspiration does not come from simply taking icons, motifs, or copying styles wholesale. Instead, we share a deep connection to that love of making and commitment to craft that fuels our work, as all of our jewellery is hand-beaded here in Singapore.
What makes your brand uniquely Singapore? How do you think the country plays a part in your business model?
SC: As a country, Singapore has always had limited resources to manage in a sustainable way. I think the growing awareness for conscious consumption is very much needed and the choices we exercise in what we buy is an extension of that personal responsibility to be part of the solution to our shared environmental and social problems.
At Eden + Elie, we want to make consumption feel good again by creating pieces that are beautiful, purpose-filled, and responsibly made. In a world proliferated by industrialised products, we offer a different aesthetic, one that is uniquely differentiated. No two pieces are exactly alike because each one has been created by human hands.
All our jewellery is handwoven by our artisans right here in Singapore. Using hand-intensive techniques with such very basic tools also allows us to train and work with artisans, who, for the lack of capital, would not otherwise be able to enter the premium market of high design goods. Thus, handmade is to us, not in the least, a means of providing fair and sustainable work for such individuals and communities with whom we currently partner.
How do you define Singapore style?
SC: If there was a Singapore style, I would say it is a modern fusion that is also functional, clean-cut, and bold. We are a country of many languages, histories, cultures—a modern, cosmopolitan society with our unique identity that is, at the same time, also outward-looking and open to growth.
What can your international contemporaries learn from a quintessentially Singaporean brand like yourself?
SC: I think that the younger generation is more aware of some of the global challenges around consumption, overproduction, and pollution that will become more pressing in their lifetime. I think it is important that we develop a conscience that guides us in how we want to make choices that affect these issues. As a country, Singapore has always had limited resources to manage in a sustainable way and we’ve grown up with that. It would be incredible if we could extend that ingenuity and effort to how we buy, use, and consume things internationally.
What kind of support have you received through the years?
SC: As a Singaporean-born company, we’ve been part of the ecosystem of Singapore brands and businesses that’s dynamic and inclusive. We are one of the Made with Passion brands, an initiative supported by the Singapore Tourism Board, Singapore Brand Office, and Enterprise Singapore. We are also part of the TAFF and the collection of Singapore Designers featured at Design Orchard. Finally, as an enterprise with a social impact focus, we are supported by raiSE and DBS Foundation for our work in training and developing individuals with autism to become part of our team of artisans at Eden + Elie.
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Tom Ng, Founder of Pazzion
Above Tom Ng, Founder of Pazzion
Tom Ng, Founder of Pazzion
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What is your brand philosophy/motto?
Tom Ng (TN): For Pazzion to become the ideal chaperone for a woman that journeys through her life with authenticity and endless appeal.
Where does the brand find its design inspiration?
TN: Pazzion holds the creation process of each collection in the highest regard. Designed to provide comfort with exquisite quality that is inspired by art, architecture, culture, history and places––which they have all been a springboard for some of our creations.
What makes your brand uniquely Singapore? How do you think the country plays a part in your business model?
TN: Being in Singapore, we are exposed to diversities of culture that contribute a kind of creativity that not only speaks of quality and comfort, but also individuality––by bringing out unique cultural elements in every design. Pazzion goes beyond mere function. We step out of our comfort zone and constantly look for new challenges to keep ourselves on top of mind. With the current pandemic-led changes, it has shaped us to become a digital-forward company. Singaporeans are becoming more open and inclusive to trying new styles, even incorporating multiple styles in their ever-expanding wardrobe––and we too, advance gradually, implementing contemporary sustainable expressions, aiming to create a holistic lifestyle for the new generation.
How do you define Singapore style?
TN: Being a cosmopolitan city state, Singapore is a melting pot of all our cultural, international, as well as geographical influences. We are inculcated to be efficient and are known to be righteous in our dealings. In terms of our wardrobe selections, we are fashion conscious but at times tend to take the safer route in our options.
What can your international contemporaries learn from a quintessentially Singaporean brand like yourself?
TN: In an ever-changing environment where the competition is high, we highlight the importance to learn to embrace economic changes while adapting the rapid growth within the industry and be bold to step out your comfort zone. Understanding the needs of the market or current times, strategically adapt and pivot towards a trend that standby the goals of the brand.
What kind of support have you received through the years?
TN: The Singapore government have been very supportive especially during the pandemic period where everyone is severely impacted. At the same time, we worked closely with ESG to initiate several projects to improve our work processes and efficiency. We have since been able to brace this period gracefully in operating the entities and continuing to provide quality essentials for our long term supporters, new gens and not forgetting the employees of the PAZZION Group. With that, we have also moved into elevating the brand’s experience by going through a rebranding movement. We aim to provide better consumer experience for both our local and international clients on diverse retail platforms.
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Lim Pok Chin, Founder and managing director of Scanteak
Above Lim Pok Chin, Founder and managing director of Scanteak
Lim Pok Chin, Founder and managing director of Scanteak
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What is your brand philosophy/motto?
Lim Pok Chin (LPC): Feeling at home––our goal is to create a warm and inviting space at home for you and your family. We hope to inspire family moments worldwide by enabling you to share more meaningful moments with your loved ones.
Where does the brand find its design inspiration?
LPC: At Scanteak, our furniture designs are inspired by day-to-day life and crafted with the family in mind. Our design philosophy is centered around Scandinavian design, which combines simplicity with functionality; to ultimately, generate solutions to enhance the daily experience at home for our customers. Rather than a fancy piece of furniture that requires care and maintenance, a Scanteak piece allows families to spend quality time with each other instead of worrying about stains or damages.
Details such as how our customers interact with their furniture on a daily basis are always at the forefront of our furniture design process. For our customers who live with young children and/or pets, our removable and machine-washable sofa covers make cleaning and maintenance a breeze. Our pieces are easy to maintain, thanks to the strength and resilience of teak, which lends its water and insect resistance to our product’s durability. Our pieces are also designed to be simple and timeless, so that they’ll withstand changing trends that quickly become dated.
What makes your brand uniquely Singapore? How do you think the country plays a part in your business model?
LPC: We are Singaporeans designing for Singaporeans. As such, this allows us to better understand and meet the needs of our consumers as we would face similar concerns ourselves. In true Singaporean fashion, we also strive to provide long-lasting, quality products at prices within reach.
With Singapore’s fast-paced and growing economy, as a B2C company, we have to constantly innovate to not just suit evolving consumer needs, but also the changing business climate. In recent years, we have been focusing on growing our omni-channel approach to cater to the changing shopping patterns of our customers.
How do you define Singapore style?
LPC: Singapore style is something that embodies the Singaporean spirit of excellence. As a nation, we are constantly striving to innovate and improve ourselves, to deliver lasting, quality results. Design-wise, Singaporeans are a hodgepodge of cultures and preferences, which makes every household unique! Singapore style is really taking a bit of everything that makes us what we are and translating it into our ideal living space.
What can your international contemporaries learn from a quintessentially Singaporean brand like yourself?
LPC: Understanding the needs of the market is always key. Singapore is a unique market given its multicultural roots. It is also very diverse, and always changing. Staying open-minded, with a mindset of growth and learning, is crucial in rising to meet these needs.
What kind of support have you received through the years?
LPC: As an SME, we really appreciate the support we have received from Enterprise Singapore (ESG), which has helped our operations expand into foreign markets such as Taiwan and Japan, as well as Malaysia. ESG was also one of our key supporters in our R&D projects, we would not have been able to achieve as much as we did without their help.
We are also especially proud and honoured to be recognised by the Singapore Tourism Board and ESG as one of Singapore’s Made With Passion brands as well. It’s heartening that our local government agencies have been so active in helping to springboard local brands into the global market to create more local representation.
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