Hi Danelle! Have you always been a designer? If not, what was your previous profession?
I was a Public Relations (PR) director working in a US agency in Shanghai before I started Aijek.
What makes your line/brand stand out?
Aijek is easy-to-wear, feminine and for the everyday woman who we can relate with.
What is your personal favorite piece from your entire collection?
It’ll have to be the love knots handkerchief dress from my debut collection. I worked for a year in my home office in Shanghai and it’s the first dress i wore at the Aijek media launch party. The knots on the shoulder can be converted to a scarf and be worn multiple ways. I love the simplicity of the dress but with the standout edginess of the knot.
Where do you get your inspiration from?
Mainly from my travels and my personal life. I tend to bring my emotions and feelings into a collection.
What are your plans for the brand in the future?
We are making plans to open our flagship store in Shanghai. Bringing Aijek back to China when i first started the brand holds deep meaning for me. We have a loyal following of customers in Singapore and it’s time for us to venture out.
How have you/your brand benefited from Taff’s membership programmes?
Keepers has benefited Aijek enormously. Through showcasing the Aijek collection at Keepers, we were invited to sell our collection at Tangs. Currently Aijek is selling exclusively at Tangs department store which is a great platform to reach women from all walks of life.