With Love

Tell us how your clothing brand Baebeeboo came about.
It all started when I had my first child 10 years ago. I was on a lookout for good quality and comfortable kaftans that my kid could wear at home and after swimming, but they were very rare back then. Since I’ve always loved fashion, I decided to leave my job in advertising, picked up sewing, and started Baebeeboo, designing boho kids resort wear.

10 years in, where do you see your business headed?
Three years ago, we launched a sandal collection, called JaeDals. When designing the product, I never expected the high demand that it brought, so much so that I had to start producing them outside of Singapore!

In the next 10 years, I foresee the brand focusing more on footwear, so there will be a shift in branding as well.

We’re also a socially conscious company. I try to do some good through my production and business by giving back a percentage of our profits to a shelter home in India that supports children left behind by sex workers on the streets of Calcutta. We’ve been doing so for the last eight years, and it’s something I want to continue doing.

How did you come up with the names Baebeeboo and JaeDals?
I named my whole brand after my family. Bae and Jae are my daughters’ middle names, Boo is my pet name for them, and Bee is what I call my husband.

Are your daughters inspired by the work that you do?
One of the reasons why I started my own business is to leave a legacy for my daughters. I want to show them that with hard work, anything is possible.

As an entrepreneur, how do you find the time to spend with your family?
I wish I had 48 hours in a day. There’s never enough time, but the reality is a lot of self-discipline and time management. Running my own business is like having a third baby, but at least I have control over my time, and I can make sure I set aside time to spend with the kids.

I love doing crafty stuff with my kids at home. I’ve taught them how to paint, make sculptures, and play music. We’re definitely a more creative family; my husband and I were just joking that if our daughters become accountants, we’ve failed as parents (laughs).

What are you best known for among friends and family?
Most people around me know that I like to create comedy skits with my husband on TikTok (laughs). The world is quite a depressing place these days, so we do this purely for a good laugh.