Charlotte Cain first landed on our shores as a trailing spouse. Wanting to do more than cook and care for her children, she picked up pottery, eventually becoming good enough to open her own studio. She also participated in a series of exhibitions, and in the process discovered that she thoroughly enjoys fostering personal connections.
In the early noughties, she noticed a growing number of expatriate friends starting, small studio-based businesses driven by design innovation. Inspired by her interactions with fellow art enthusiasts at galleries, she envisioned a platform for leading and emerging designers to present their collections and engage with customers. The idea was brought to life in 2002, when she launched Boutique Fairs Singapore.
What started as a one-day affair with 17 participating brands is today a three-day event that takes place twice a year. This year, the first instalment, which was held last month, featured 300 brands. The number is just one-fifth of the applications her team receives annually.
The cap is due to two factors: space constraints and quality. “After each edition, we analyse the feedback from attendees, then curate vendors that align with their tastes. Most attendees value design-forward products, and knowing the stories and craftsmanship behind them,” says Cain. Some 30,000 visitors made their way dropped by at the recent event.
The products mostly comprise women’s apparel and accessories, lifestyle design products, design-led home décor, and kidswear and toys. While the event used to largely shine the spotlight on international brands, it now places equal emphasis on local labels.
In Cain’s experience, attendees are typically the type that value sustainability and ethical consumption. They delight in hands-on activities with eco-friendly brands. As such, her team incorporates experiential elements into the shopping experience. At the recent event, they had Thai design studio Sansard hold a workshop on weaving wickerwork from plants, and local interior design store Studio Yono host a class on painting bisque-fired cups.
Social media has changed the game for small businesses as brand visibility and connection can be easily cultivated. But at least for now, says Cain, boutique fairs are still useful. Shoppers not only get to try the products, but also acquaint themselves with the people behind them. Moreover, they create opportunities for networking. “We encourage designers and brand owners to get to know one another, which often leads to collaborations,” she says.
“The community is supportive. Seasoned brands regularly provide advice and input to newcomers. Everyone stands to benefit as they navigate the creative scene more effectively.”
Her future plans include an expansion of three sectors: a regional presence, so local brands can augment exposure; a mentorship programme; and partnerships with charities. Boutique Fairs Singapore regularly provides free booths to non-profits like Babes, which offers emotional support, information, and resources to pregnant teenagers; and Daughters of Tomorrow, which facilitates sustained employment opportunities for underprivileged women. This aids organisations in raising funds and awareness.
While Cain founded a marketplace, she disagrees that she promotes consumerism. In fact, given the ethos of participating brands, she reckons the opposite is true. “Boutique Fairs Singapore brings to light the social and environmental implications of consumerism, and sends a reminder to shop with consideration and not follow trends. This means buying good quality apparel, accessories, lifestyle products, and home decorations that can last for many years.”
Art director: Ed Harland
Videographer: Alicia Chong
Photographer: Mun Kong
Photographer’s assistant: Hizuan Zailani
Hair: Aung Apichai using Kevin Murphy
Makeup: Keith Bryant Lee using Laura Mercier
