Lee went on to design her own invitations for her wedding. Understanding that she needed more time to explore her passion, Lee decided to leave practice, citing its demanding hours. “I took on an in-house role at a commodities company instead so that I could explore my curiosity during the evenings.”

To further her skills, she took night classes in graphic design at Nanyang Academy of Fine Arts. This education led her to start designing for clients beyond her personal network. Her foray began with wedding designs, and gradually expanded into custom stationery. “That’s how I started. But I felt this great desire to create pieces that I could use in my own everyday life. I wanted to do something that wasn’t just about brides.” Lee then decided to create everyday stationery.

She made the bold decision to venture into e-commerce, a daunting move considering the landscape back then. “Ten years ago, there was very little e-commerce. It was such a grey area. The learning curve was steep,” says Lee.

This push to launch the brand’s presence coincided with a pop-up event they had signed up for, which put them under immense pressure. The experience was overwhelming, with sleepless nights spent setting up the website and navigating unfamiliar aspects like shipping and logistics. Everything about this new world was completely foreign to her, making the entire process a significant learning experience.

For three years, Lee juggled her full-time job, family responsibilities, and her growing side hustle. “With only 24 hours a day, I had to choose what I wanted to do. It was the hardest decision for me because it would mean leaving a very comfortable job that I was doing well in,” she says. Doubts about her creative capabilities and the sustainability of the business as a full-time pursuit loomed large. “I truly felt that The Paper Bunny had so much to give. That’s when I decided to take the leap to go [into this] full-time,” she recounts.

The brand would go on to create products like notebooks, greeting cards and even iPhone cases. Lee amassed an impressive Instagram following, and was famously dubbed a “flatlay queen” by Australian fashion influencer Nicole Warne (once known as @garypeppergirl) for her pictures that featured the brand’s products.

As The Paper Bunny grew, Lee observed a shift in customer interests, which aligned with the brand’s core values and design philosophy rather than the specific materials used. “It became apparent that it wasn’t so much about the medium, whether it’s paper or fabric. They wanted more products or pieces that had the same heart, design principles, and storytelling.”

Today, The Paper Bunny’s diverse product range spans from bags and clothing to tableware. Lee points out the brand’s unique flexibility, stating, “There’s a beauty in that we’re not limited by a certain type of product. We’re not a clothing brand or a bag brand. We have the privilege of being able to add anything to our repertoire, as long as we create pieces that are functional and aesthetic. That has kept us in good stead,” she shares.

The brand has built a steady stream of regulars, plus new fans over the years. “While our range of products evolve and grow, the heart of the brand has always remained the same: to inspire intentional living and appreciation of life with every encounter of the brand and the pieces we offer, through a holistic integration of form and function, design and positive sentiment.” Its highlights over the years include special collaborations with brands such as Singapore Airlines, Coach and Starbucks. “We were the first local brand that they worked with. We were so small, but I think they saw something in us. That really humbled us.”

One of The Paper Bunny’s key moves was its rebrand in 2020. “We started off so organic with just two people [Lee and her husband and co-founder Justin Tan] in their homes. We did a full rebrand. We had never gone through that kind of exercise. Justin, our brand manager and I spent many hours talking about what The Paper Bunny is. It was special to see [our discussions] come to life through a new website and brand.”

One of the brand’s biggest successes is the Puffer Swing, which is a smaller version of its Puffer Shopper launched in 2022. “We wanted to create a practical, functional shoulder and crossbody bag that would carry all your essentials over the weekend, in an aesthetic that would appeal to a wide range of people. It was designed to be a lot yet look effortless—the kind of bag we wanted for ourselves.”

Turns out: it was a bag that many also wanted for themselves. This, along with the Puffer Shopper led to a buying frenzy, both online and in-store, with shoppers waiting in line for up to six hours. “We didn’t expect [this reception]. I think the fact that our pieces were created practically and functionally for everyday life resonates.”

The brand recently celebrated its tenth anniversary and launched The Future Ahead, a collection of The Paper Bunny’s 10 classic silhouettes reimagined in new materials. It also opened the TPB Element Pop-Up at Takashimaya, featuring a custom-built rotating steel conveyor and an organically shaped installation made out of recycled waste.

Discussing the future growth of The Paper Bunny, Lee envisions the brand becoming a life staple. “The ultimate dream is to be in everyday lives everywhere,” she explains. Looking ahead, she hints at plans to expand the brand’s international presence, indicating that steps towards this goal are already in progress.

According to Lee, such success would not be possible without her team. “My greatest strength lies in building teams. Their synergy is one of our biggest achievements. It’s difficult to build a great team. Being able to do all of this with a team that I’m proud of is significant. At this stage, the team enjoying the process while achieving success is what I treasure most.”

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