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Located in JEM in Jurong East, co-founder of the local label Rachel Lim showed us around her brand’s latest retail outlet, whilst picking out her personal must-buy pieces
 

 

As one of Singapore’s most recognisable homegrown fashion brand, Love, Bonito has a meteoric rise since its humble beginnings as a blogshop in 2010. 

Co-founded by three women, Rachel Lim, 31, Viola and Velda Tan (who left the brand in 2013), Love, Bonito started as a passion project that sold imported clothing. In 2011, the label released their first inhouse designed collection and it was such a success that the website reportedly crashed. 

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Rach (@ms_rach) on

 

“The Love, Bonito woman is someone who loves life, treasures relationships, and is on the journey of discovering, embracing and being the best that she can be.” - Rachel Lim

Since then, Love, Bonito has celebrated many milestones. From their growth into the international market with stores and e-commerce presence to their foray into the physical retail space with the opening their first flagship store in 313@Somerset in 2017.

rachel lim top 10 love bonito jem

Photo: Love Bonito

The end of 2018 marked another milestone: Love, Bonito’s second retail outlet at JEM.

The new store also capitalises on the lessons the brand has learnt from their first outlet. Shoppers can expect new, exclusive store features such as the Instagram worthy #ootd walls, where one is made with pressed flowers and the other is a community mural done by local artists Jackie Goh and Nat Kwee of 8eyespud.

 

rachel lim top 10 love bonito jem

Photo: Love Bonito

Boyfriends, husbands and tired shoppers can also rest under the tree in the communal zone. This rest area is also dotted with iPads that showcase the behind-the-scenes development of the Love, Bonito collections.

 

rachel lim top 10 love bonito jem

Photo: Love Bonito

Her World got a sneak peek into the store and we got Rachel to show us around the store. She shared with us her favourite products, from her favourite store feature to jumpsuits and shoes, she swears by. We don’t want to give away too much details, so click play to find out more. 

 

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