This month, we cast our spotlight on blogger and successful business owner, Yina Goh. We speak with her about her journey with The Velvet Dolls. The journey wasn’t a smooth-sailing one and it was riddled with lots of challenges, such as being new to the industry. Yina shares about how and why it all started, and how giving up was never an option for her.
Tell us more about yourself!
I came from a media/design background and worked for about 3 years in an art studio before deciding to leave my corporate job to pursue my dream of starting an online boutique. I write and sing occasionally too.
What were the inspirations behind The Velvet Dolls?
As I was bigger in size then, I couldn’t find suitable clothes to fit me as most online boutiques cater to petite ladies of UK6. I began to avoid dressing up. However, I then decided to slim down. Within 3 weeks of exercise and healthy eating, I lost a significant amount of weight. My self-esteem and confidence grew and I began to love online shopping. I then decided to open an online boutique – The Velvet Dolls to cater to women of all sizes.
“I was only 23 years old then, so why not give it a try?”
Why The Velvet Dolls?
The name “The Velvet Dolls” came about as I’d wanted to create something simple but memorable. I used to enjoy playing with paper dolls and thus paper dolls became part of the inspiration for our name. The word “Velvet” adds a more luxurious and classy feel to it. The logo was inspired from matryoshka, also known as Russian Dolls.
What are the challenges you faced when starting the business?
As I’d started blogging before opening TVD, I’d already garnered a substantial viewership which was an advantage to my business. My background in design also equipped me with the right skill sets from designing my logo to creating my website.
However, I did not have any knowledge (such as the financial aspect) of opening a business. Maintaining the business was also not easy. Back in those days, I had to do everything myself. I was the photographer, stylist, model, and more. As a perfectionist by nature, I tend to micromanage every single detail of the business.
What is The Velvet Dolls currently focusing on?
This year, TVD will focus more on its bridesmaid collection and stylish office wear.
What is it that makes your customers loyal?
A good relationship between customers is very important. The way you brand your business plays a part too. At TVD, we ensure that our clothes are of good quality and workmanship, which are features that keep customers coming back for more.
What are your thoughts on buying from websites such as Taobao?
One issue we feel is that photos from these websites may not reflect the actual products. Most of their clothes are mass produced and can be easily found anywhere. The quality of material used may also be compromised.
At TVD, we focus on style, quality and fit. We want our customers to look their best. Our clothes are tailored to fit and designed to flatter.
What is a typical day like for you?
My typical day can vary a lot. I try to block out entire days and dedicate them to completing a few essential tasks. For instance, if I have writing/photo-taking for blog advertorials, I’ll set aside a day just for that. I do the same when I need to edit images or prepare for the next collection for TVD.
It’s actually easier if you dedicate a good amount of time and focus on completing the task than doing ten different things at one time or in one day.
With your passion for singing and having performed gigs, what are your recommended places to visit for live gigs?
Definitely Switch by Timbre, it’s my favourite spot! Some other great spots are Shuffle at Clark Quay and Unplugged at Dempsey.
Lastly, any advice for people looking to start a business?
The most important part is to have a target audience in mind. You have to understand what the market wants and what the consumers need. Be constantly aware of the change in the market and always keep up with trends. You must be able to manage your finances and ensure what you are doing is sustainable.
Yina is currently taking part in Singapore’s biggest online Chinese singing competition, Hear Me Sing (organised by Starhub and MM2) and has made it to the top 4 after two months into the competition! Voting counts for 40% and you can vote for her here. Voting ends 6pm 22 June.
It never ceases to amaze us when we hear stories of women who follow their hearts to do what they love. Yina’s perseverance is definitely inspiring to many. So to all aspiring entrepreneurs out there, the journey may be tough but remember, the effort you put in will all be worth it.
(All images are courtesy of Yina)
Brought to you by Discover SG x Yina Goh
Also read: Meet Caryn Lim – Rising Entrepreneur In The Beauty Industry
