Fragrance brands

Homegrown brands welcome return of Boutique Fairs shopping event

SINGAPORE — After a two-year hiatus, the biannual Boutique Fairs shopping event is back at the F1 Pit Building.

Taking place from April 22-24, the show brings together more than 160 Singapore-based independent brands spanning the categories of women’s and men’s fashion, beauty, accessories, furniture and home decor, toys, food and more.

At the April 21 media preview, there was a palpable sense of excitement as visitors moved from room to room.

The local brands participating this year are unanimously delighted with his return.

Ms. Toh Ziling, COO of local skincare brand Re:erth, missed the event a lot, mostly because of her community spirit. This will be her fourth time at Boutique Fairs.

“The best thing about it is just the contagious energy that surrounds it, as customers come to revisit their favorite brands and discover new ones to love.

“All brands have gone to such lengths to create this true boutique experience in a temporary space – it’s an absolute visual treat that no website design, emails or pop-up banners can ever replace,” says -she.

Local perfumery Lab Fragrances founder Taylan Torin says the two years without Boutique Fairs have been “a really big loss of sales” for his brand, which can be found at multi-brand store Design Orchard. This is the fourth time the Turkish perfumer has taken part in the show since its launch in 2017.

“The loss of Boutique Fairs has been a hit for boutique brands like us because it’s a perfect place where customers trust the curation is top notch. And it attracts a very high quality clientele; the good The sales are phenomenal for us,” he adds.

Founded in 2002 by expat entrepreneur Charlotte Cain, Boutique Fairs started out as a small business with just 17 expat-owned brands. It has grown year by year, attracting more local designers and attention, and moving from the Fort Canning Center to its current marquee location at the F1 Pit Building.

It has become a highlight of the calendar for many buyers and brand owners. Many small businesses have used it as a platform to launch and reach new customers.

Its last in-person event, in November 2019, was its largest, with over 300 brands participating.

The Minor Miracles print studio, launched in October 2019, had been fully set up for its debut on the March 2020 edition when Covid-19 hit.

Founder and designer Dawn Bey recalls, “We bought the setup, we prepared, then it got postponed, then canceled.”