Previously the Vice President of IT Operations, Ivy pursued her career in IT for nine years.
When she was pregnant with her first child, Ivy became an active member of parenting forums and visited many online stores in Singapore and overseas for options on maternity wear and baby products.
While online stores in Singapore provided reliable products at affordable prices, many do not have a physical store which is especially important for expectant mothers and young children as gauging of clothes sizes can be difficult.
With more mum-treprenuers providing maternity and children’s wear online, Ivy decided to start a physical showroom for online shops to showcase their products for customers and potential retailers. Many online stores valued the option of having a physical showroom to better serve their customers and in 2011; Ivy’s dream became a reality with the launch Posh Baby Shop.
In 2011, Posh Baby Shop launches their 1st showroom concept in Jalan Peminpin which houses various brands from six online partners providing clothes and toys for the children as well as maternity and nursing needs for mothers. With a physical showroom in place, Ivy adds a personal touch to the online shopping experience by providing a centre for customers to view and try merchandise.
In addition to her showroom, Ivy started a web portal to provide additional support and exposure for her partners on a digital platform. In less than five months, Posh Baby Shop has a following of over 2000 members on Facebook! Being able to share her experience and advice with new mothers through Facebook and in person has forged new friendships between her and her customers.
A happy owner of her own business, Ivy has left her full-time job to manage her showroom and she has further grow the business with her distribution company - The Fashion People LLP (TFP) . Subsequently, TFP has been awarded distribution rights for many products such as Cosatto, Comotomo, Kid Basix, Neat Solutions, MD Moms, MooGoo SkinCare, Seventh Generation, BubbleBum and Knot Genie. The flexibility of her new business has given her more time for her family while pursuing her lifelong dream of being her own boss.
TFP was awarded the sole exclusive distribution rights for a innovative baby food brand - Kiddylicious in 2015. With a strong partnership and agressive marketing strategy , Kiddylicious has grown to become one of the leaders in baby food category in major supermarkets and baby specialty stores.
In 2017, as part of the expansion plans, The Fashion People LLP was officially renamed to TFP Distribution Pte Ltd.
Today, Ivy hopes to continue to provide more innovative products for children and young parents in Singapore.