Our “I Am Her” series features the female movers and shakers of the industry to learn how femininity and power coincide beautifully and seamlessly together.
Call her a lover of relationships. 30-year-old Rachel Lim co-founded Love, Bonito in 2006 as a passion project. Fast-forward 11 years later, along with her business partner Viola Tan, she successfully transformed the blog store (formerly known as Bonitochico) into a fashion brand with a strong retail presence across Singapore, Malaysia, Indonesia and Cambodia. Now, Rachel is excited to step into Love, Bonito 2.0 — expanding into new markets like the Philippines, designing a contemporary line to resonate with the discerning modern Muslim women, and most importantly, empowering a community of women through fashion. Talk about being a lover of relationships.
Rachel, who made Forbes’ "30 Under 30 Asia" last year in the Retail & E-Commerce category, heads the creative team. Last week with over 200 guests, she celebrated the opening of the Love, Bonito flagship store (spanning 4,603 sq ft!) at [email protected] in Singapore. But with so many brands hopping onto the e-tailing bandwagon in this digital age, we were curious to know — why go brick-and-mortar?