Women Now

Rachel Lim, founder of Love, Bonito, shares how she made her mark in fashion e-commerce

The local fashion label's meteoric rise to success was a result of good timing, foresight and understanding what women want
 

As one of the names on Forbes’ “30 under 30 Asia” list in 2016, Rachel Lim, founder of Love, Bonito, creates her own definition of success.

Rachel Lim, founder of Love, Bonito

She and her friends, Viola and Velda Tan, launched a blogshop a decade ago when they were mere teenagers, to sell imported clothing at a time when e-commerce was still finding its legs in Singapore. Just four years later, they’d developed Love, Bonito into one of the most recognisable home-grown fashion labels. The brand focused on providing clothes for Asian women who had difficulty finding the right fit and cut with international sizes of clothing – a smart move that satisfied the needs of many customers.

“We sought to fill the gap in the market for trendy, well-made and well-fitting pieces that wouldn’t burn a hole in our pockets,” says Rachel. She says that she sees herself as an “everyday woman” who understands the struggles women face, not just in finding the right fit of clothes but also in juggling multiple commitments.

Rachel Lim, founder of Love, Bonito

Managing a rapidly expanding business for a little more than a decade has taught her major life lessons. These include discovering her own path, moving on from setbacks, and creating her own definition of success.

“Over the years, I’ve learnt that being a strong woman – not merely a successful one – is about understanding who you are and who you are meant to be, without comparing yourself to others,” she muses. “In this day and age, where everyone is showing off their highlight reel on social media, it’s important to remember that we are all different, and we all have different paths to take.”

Rachel Lim, founder of Love, Bonito

Despite contending with cut-throat competition in the currently flourishing e-commerce industry, Rachel continues to keep Love, Bonito fresh and updated. From venturing into the international market with its growing e-commerce presence to opening two physical stores – the flagship outlet at 313@Somerset in 2017 and the second at Jem in late 2018 – the company has leapt from one milestone to another, slowly but steadily sealing its position of prominence in the retail scene.

Despite the brand’s meteoric rise to become a multimillion-dollar business, Rachel prefers not to define success by numbers.

“I think success is a journey, not a destination,” she says. “It is knowing who you are, finding your purpose, and staying true to your path. I personally am still on this journey of discovering and embracing myself, and becoming the best version of myself.”

Why the Huawei P30 Pro is the busy career woman's new best friend:

Photography Veronica Tay Art Direction Alex Goh & Shan Styling Evon Chng, Assisted By Hiro Ye Xuan Hair Jimmy Yap/Kenaris Salon Makeup Benedict Choo Rachel's Jacket, Shirt & Pants Hugo
Location Some Random Workspace @srwspace

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