Love, Bonito co-founder Rachel Lim conquers both online and offline with new outlet in Jem

Wenting Ang
Love Bonito at Jem. (Photo: Wenting/Yahoo Lifestyle)

While businesses are all going online, homegrown womenswear label Love, Bonito goes against the grain with the opening of their second retail outlet in Jem. This outlet came after the overwhelming success of their first brick-and-mortar store in 313@Orchard, opened in late 2017.

“We want to be where our customers are, and they are both online and offline,” Love, Bonito co-founder Rachel Lim shares.

Love, Bonito resonates with the idea of “women by women”, where apparels are designed by women for the women who will be wearing them.

We challenged Rachel to use three words to describe her brand.

“You are enough,” she supplied after a serious thought. “As a brand, this is one of the key messages that we really want women to remember. Many times, we compare ourselves with one another, and we want women to look to themselves and know that hey, you are enough.”

Rachel Lim. (Photo: Love Bonito)

Launching as many as 120 new pieces every month, this is no doubt how the brand commands such a huge following in both their online store and their physical outlets. However, even with such a highly successful online shopping site of their own, Love, Bonito continues to collaborate with other e-commerce platforms.

“We collaborate strategically, especially when we want to reach out to a different market. Tapping onto Fashionvalet lets us reach out to the more modest women, to show them that they can style Love, Bonito pieces in their own ways.”

Having gone into the fashion business with her two friends, Viola and Velda Tan, back in their BonitoChico blogshop days, does Rachel have a secret tip on maintaining the friendship between them?

“Take nothing personally. There will definitely be disagreements along the way, but as long as your goals and directions align, not take things personally, it will be fine.”

Sneak peek of the new collection. (Photo: Wenting/Yahoo Lifestyle)

Lastly, we grilled Rachel for some juicy information on what is in the pipelines for Love, Bonito in 2019.

“2019 is going to be a big year for us, especially outside of Singapore. We already have five outlets in Malaysia, and will be opening up one more in Cambodia. Next year, we are looking to expand to Hong Kong in terms of physical presence.” 

Love, Bonito, located at #01-42/56/57 at Jem, will be opening from 8 December 2019. Be one of the firsts to preview their upcoming Chinese New Year collection, as well as getting your hands on the Peja Floral Print Swing Dress, available two weeks before its official launch online. Spending $60 or more during the opening weekend entitles shoppers to an exclusive goodie bag with never-seen-before products. 


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Sneak peek of Chinese New Year collection. (Photo: Wenting/Yahoo Lifestyle)
Bright prints take the spotlight. (Photo: Wenting/Yahoo Lifestyle)
A colourful mural at the store. (Photo: Wenting/Yahoo Lifestyle)

Take a look into the store here: