THE INITIATIVE:Shrub
Female Singapore|August 2024
THE CULT GEN Z-OWNED INDIE DESIGN STORE HAS EMBARKED ON A REBOOT IN THE HOPES OF BECOMING MORE COMMERCIALLY VIABLE. WHAT WON'T CHANGE: ITS SUPPORT OF LOCAL INDEPENDENT ARTISTS.
IMRAN JALAL
THE INITIATIVE:Shrub

In the world of independent businesses, adaptability is a lifeline. Just ask Fern Teo (preferred pronouns: they/them), a 26-year-old who bravely launched Shrub in October 2022 – right when the Covid-19 pandemic was raging.

Occupying their grandparents’ cosy old locksmith store on the ground oor of Golden Mile Tower, Shrub oozes neighbourly conviviality and a quirky, underground charm. With its ever-changing inventory numbering between 100 and 200 items at any one time, it’s a treasure trove of eclectic wares and tchotchkes designed by local and international creatives that has drawn a cult following among the artistic community and Gen Zers in Singapore.

Close to two years on, though, the reality of running a DIY-spirited business has sunk in. Teo admits the operation has yet to turn a pro t. “It’s all about day-to-day survival month to month,” they tell us. But quitting is out of the question. Says Teo: “If Shrub can prove its sustainability as a business, it might inspire others in Singapore’s creative community to pursue their passions full-time. Many local artists we collaborate with juggle day jobs and I want to demonstrate that pursuing what you love can be a viable career choice here. It’s both a personal and communal aspiration.”

هذه القصة مأخوذة من طبعة August 2024 من Female Singapore.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

هذه القصة مأخوذة من طبعة August 2024 من Female Singapore.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

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