Fashion designer Jo Soh, 33, has been making waves in the regional fashion scene since her Hansel collection first made it to the Australian runways in 2003. Since then, she’s picked up a number of awards, including Singaporean Designer of the Year (ELLE Awards 2009) and has also set up a her first Hansel boutique on Stamford Road. Jo shares with NanzInc how she established her label.
By Melanie Lee
How did you become a designer?
I’ve known I wanted to be a designer since I was 12. I love to draw and make crafts, and I was in the art club in school. Also, my mother is a very fashionable woman and since young, I’ve loved to go shopping with her and help pick out accessories.
Design is such an integral part of daily life – we wear clothes everyday and these designs shape the way others see us. There are also many everyday objects like a spoon, a cup or a pencil that are all designed to make life better. I knew that I wanted to be involved in this process of creation and problem solving, and it was a natural step to learn fashion design in Central Saint Martins College of Art in London.
How did you initially get funding for your business?
In 2003, I had worked for three years in various design-related jobs and felt it was time to prove something to myself and do something on my own. My dad loaned me $20,000 to help with the first Hansel collection, which made its debut at the Mercedes Australian Fashion Week in November 2003 for the New Generation show. This really helped to kick start things – Hansel was invited for more shows and boutiques in Australia began stocking my clothes.
Initially, my father and I were registered as directors of Hansel and this helped with getting bank loans. However, he retired last year, so now, I am the sole shareholder of the company.
I also got some great help from Design Singapore and the Textile & Fashion Federation (Singapore) who have funded some of my overseas trips as I help to promote the design industry in Singapore through my work.
What has been your biggest challenge?
It has to be lack of experience – I pretty much jumped into deep waters from day one — figuring out how to handle orders, garment manufacturing, and later how to run my own boutique. I’m still learning on the job as the Hansel label develops. It is tough but also absolutely fulfilling and rewarding.
Also, the market was quite challenging last year and some boutiques that used to stock my clothes closed down. It began to make more sense to have my own store and sell directly to customers. After a successful “trial” of having a temporary pop-up shop for one month, I decided that having a permanent store would be the way to go.
What are your sources of motivation?
I truly believe that being a designer is my calling. I want to be useful to society and I’ll try and share whatever I can through the medium of fashion.
Why do you think Hansel has been so well received?
I think it’s because the focus is on wearable clothing for women. While I am pretty whimsical, I also have a very practical side and this reflects in the way my clothes turn out — they give out a simple, light-hearted vibe. I’d also like to think that my clothes have a consistently distinctive personality — every piece exudes a signature Hansel style that is minimalist yet fun and sophisticated.
What are your plans for Hansel in 2010?
I hope to expand the Hansel merchandise from clothes and accessories to printed paper products. Going back to artwork comes naturally for me, and I do see a potential in this area. I’m also exploring the possibility of setting up a second store in Singapore, and maybe another one in Tokyo.
Hansel
39 Stamford Road, #01-02 Stamford House
+65 6337 0992.
Opening hours:
11.30am -8.30pm Monday-Saturday;
12pm – 6pm on Sunday.
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