80 new brands, more international labels at shopping fair Boutiques this weekend

SINGAPORE – Home-grown, biannual shopping event Boutiques Singapore is back from March 21 to 23 at the F1 Pit Building.

Formerly called Boutique Fairs, it has become an anticipated event on the local shopping calendar for those in search of unique, independent local brands. It started in 2002 as a one-day affair with just over a dozen Singapore-based, expatriate-owned brands and, over the years, ballooned into a mega-fair with more than 300 vendors.

In November 2024, it hit a pre-Covid-19 attendance high of 37,000 visitors.

Building on its reputation for showcasing Singaporean designers, the fair in recent years has also begun introducing brands from Malaysia and Indonesia.

At this upcoming edition, one-fifth of the 320 brands participating are from abroad, says Boutiques founder Charlotte Cain.

She has noticed that, as more international visitors came to Boutiques, they would spread the word back home, leading to increasing awareness abroad and more inquiries from international brands to participate.

“There’s a growing demand for a wider variety of brands that have unique, high-quality and consciously made products. Many of them are looking beyond mass-market products and gravitating towards independent brands that prioritise thoughtful design,” she says.

But the fair still prioritises Singapore talents, she says. At this edition, there will be 80 new brands, of which a majority are home-grown.

When shortlisting new brands, Mrs Cain and her team consider factors including unique product offerings and a strong brand story – “whether it’s a commitment to ethical sourcing, artisanal design or a meaningful cause that we believe will resonate”.

“Another thing we look for is whether designers themselves can be present at Boutiques. One of our core aspects has always been to offer a platform where designers and customers can interact directly with one another,” she adds.

Size aside, the fair has expanded in other ways. It began offering free booth spaces to charities and social enterprises, such as teen pregnancy support charity Babes, to spread awareness about their causes.

In 2022, Boutiques launched the Young Designers Showcase Grant – renamed the Boutiques Showcase Grant – to support original and innovative work, and help budding and mid-career-switch designers establish their brands. Grant recipients receive a subsidised cost to showcase products at Boutiques, mentorship, marketing support and media exposure.

This Spring-Summer edition will also see a new dining room called The Garage, with 17 F&B brands including Asian smokehouse Blue Smoke and gluten-free bakery The Whole Kitchen.

To cater to the whole family, there is also an upgraded nursing area and new charity partner, multidisciplinary arts centre for children The Artground. Parents can sign up their kids for an arts workshop before exploring the rest of the fair.

The Straits Times picks seven brands to have on your radar.

.bungkus (Malaysia)

This Malaysian accessories brand transforms discarded plastics into functional, fashion-forward pieces. It is one of 11 recipients of the Boutiques Showcase Grant (BSG) which helps budding designers establish their brands.

Co-founders Aidan Chan and Chua Ken Jin ditched corporate jobs in venture capital, growth and business development, and digital marketing respectively to pursue their passion for sustainability. The Malaysians established .bungkus in 2021 as a recycling project to breathe new life into discarded plastic bags.

What sets them apart, says Mr Chan, is how they upcycle plastic waste to merge style and sustainability, unlike conventional recycling, which often downcycles plastic into lower quality materials.

The aim is to preserve the original aesthetics of plastic waste, “turning something typically seen as disposable into a conversation-starting design”, he adds. “By turning waste into beautiful, practical products, we are redefining how people perceive and interact with recycled materials.”

For the brand’s Boutiques debut, look out for its signature Pasar totes, small accessories like the All Purpose Pouch and the new Mio’s Signature Bag in three sizes. Prices range from $14 for a coin pouch to $149 for the Mio Signature Large backpack.

“Scaling sustainable ventures is a constant balance of innovation, profitability and environmental responsibility – three elements that don’t always align easily. But that’s where the excitement lies,” Mr Chan says.

EastNomads (Singapore)

Founded in 2021, this local homeware brand was born out of a passion to reintroduce Chinese craftsmanship in a way that feels contemporary, relevant and accessible to consumers.

Long-time friends Lynn Zhu and Lilian Sun, who are both China-born permanent residents, share a deep love for Chinese culture and a desire to bring modern Chinese craftsmanship into the global spotlight.

“We saw a gap in the market – Chinese design was often either too traditional or mass-produced, with little space for independent designers to shine. We wanted to create a platform that introduces the richness of modern Chinese craftsmanship and design into everyday life, particularly through the dining experience,” Ms Zhu says.

EastNomads functions as a “cultural platform” to bridge independent artisans and emerging designers from China to an international audience, spotlighting heritage techniques.

Its key offerings are its home scents and powder-fired glassware. The home scents and reed diffusers (from $48) are inspired by oriental notes like bamboo and osmanthus oolong, while the powder-fired glassware range (from $98) showcases the ancient technique of glass paste.

Avalanche Fragrance (Indonesia)

Before starting her own brand, Ms Joanna Belinda was constantly searching for unique, long-lasting and beautifully packaged perfumes that did not break the bank.

“I found that designer fragrances were often either too expensive or lacked creativity, while affordable options didn’t feel special. I thought, why not create something that blends all of these qualities?” the Indonesian founder says.

So, she left her corporate career – spanning luxury hospitality, fashion and digital e-commerce – and founded Avalanche in January 2024, following a year of development. Prices start at $60 for an extrait de parfum.

Her bestseller, Tidal Wave, is a long-lasting skin scent designed to enhance one’s natural aroma, making it unique to each person.

“While many associate an avalanche with destruction, I see it as a reset, clean slate or second chance – just like my journey in creating this brand,” she says.

The brand will also be exhibiting a new collaboration with MaknaTalks, an Indonesian podcast, comprising two scents. The Host, a fresh and green scent, was inspired by podcast host Iyas Lawrence; while Interview Room adds leather, resin and woody notes to bring the podcast studio’s furniture and ambience to life.

Ubiq Watches (Singapore)

This one-of-a-kind watch brand was born out of a father’s love. Creative director Drayson Phua had struggled to find the perfect timepiece that he could one day pass down to his son.

“After exploring several options, none truly resonated with me or created a meaningful connection. As an experiment, I started sketching what I envisioned our watch could be,” says Mr Phua, a Singaporean with more than 20 years’ experience in the design industry. “I find that in a world dominated by digital technology, time-only watches give us moments to unplug and disconnect.”

Inspired by his six-year-old son Dayton’s “bright and colourful world”, he sought to portray vibrancy and optimism in its designs. In mid-2024, Ubiq – named with the hope of becoming ubiquitous in consumers’ consciousness – launched its first watch, Dual ($869), following a successful Kickstarter campaign.

The sleek 39mm timepiece comes in five vibrant colourways that add a modern twist to vintage inspirations. Every set comes with a brushed flat link quick-release bracelet and a colour-matched FKM rubber strap.

Try it on for size at Boutiques, where Ubiq will also be teasing its upcoming model Trek, launching in a couple of months.

diff bags (South Korea)

With roots in the beauty industry, Ms Seri Park never expected to pivot to fashion. The founder of South Korean accessories brand Diff started out in product planning and merchandising for South Korean cosmetic brands Skinfood and Amorepacific before launching her own cosmetics brand Stimmung in 2018. In 2020, she co-founded a vegan cosmetics brand called Plangee.

In the process of building these brands, she came across the signature vegan leather material now used in Diff’s products and was fascinated by its potential.

In 2023, she launched the label with a vision of creating lightweight, uniquely designed daily bags suitable for all. She no longer runs the cosmetics companies.

Its most popular products are the Hobo Signature Bag ($60) and vegan leather items. The brand will also showcase new colours, materials and keyrings at Boutiques. Prices start at $50 for a Hug Small Bag.

Diff has a flagship store and 15 retail locations in South Korea, as well as a store in Singapore in basement three of Ion Orchard and an upcoming one in Taiwan.

Saero Collective (Singapore)

Made in South Korea and based in Singapore, Saero Collective champions minimalist styles with Korean quality.

“Saero”, which means “new” in Korean, is also the nickname Singaporean founder Cheryl Seah’s friends in Seoul gave her, for its likeness in pronunciation to her English name.

The entrepreneur took a leap of faith during the Covid-19 pandemic, moving to Seoul to pursue Korean-language studies. She left behind a decade-long career managing retail stores for luxury conglomerates LVMH and Richemont Group.

While in Seoul, she forged connections in the apparel manufacturing industry and, in 2023, launched her label. Lightweight pieces in neutral tones are the main offering, with a focus on layering, and oversized and androgynous silhouettes.

Its bestseller is the textured Oreum Shirt ($70), made of breathable tencel perfect for layering in warm weather. Shop it in new colours and a long version at Boutiques, along with dresses, denim pieces, cargo pants and more.

Rumme Jewelry (Indonesia)

With a bespoke quality and a focus on organic, sculptural shapes, Indonesian jewellery brand Rumme Jewelry’s metalwork pieces are almost too beautiful to behold.

After graduating with a degree in architecture, its founder Sekar Asrini began exploring other mediums to express her feelings. The Jakarta native took a shine to metal for its “durability yet delicacy”.

“I wanted my imagination to be boundless and expressed through wearable art, where abandoned feelings and unspoken stories could be beautifully translated.”

Operating out of a showroom in South Jakarta, Rumme Jewelry mostly runs workshops and makes custom jewellery for weddings and special occasions. Its small retail-ready collection currently consists of bracelets (from $40), earcuffs (from $45), earrings (from $60) and necklaces (from $75). Bespoke pieces start at $200.

Info: Boutiques Singapore: The Spring Summer Edition 2025 is on March 21 and 22 (10am to 8pm) and March 23 (10am to 6pm) at the F1 Pit Building, 1 Republic Boulevard. Tickets are priced at $10 for a three-day pass and available at boutiquefairs.com.sg