It’s true, says fashion entrepreneur REBECCA METCALFE: life does begin at 40! Rebecca is the owner of She Creates Stories, where she sources Australian clothing brands and brings them to Singapore. We find out more about her and the business.
Tell us about yourself and your family.
Originally from the UK, I spent 10 years in Australia before moving to Singapore after a brief stint in Hong Kong for my husband Nick’s work. We moved here in July 2022 with our children – Marnie (3) and George (1) – looking for new adventures in a country with excellent schools and a healthy lifestyle that would be safe for them.
Where do you live?
We chose Keppel Bay – in the Caribbean Condo, down near VivoCity on the Marina – partly because it’s perfect for kids. There’s an amazingly supportive network of other families, too. The kids go to the local school and all their friends from school live around this area.
How is life here different from Hong Kong?
We lived there through COVID-19, so we probably didn’t get to see the best it has to offer. We love Singapore, however – the food, the beaches, the parks, the swimming pools, the Marina, the walks, the nightlife, the coffee, the restaurants, the schools and the weather… I could go on!
Have you made many memories yet?
Oh, yes! One day, we wandered through Tan Boon Liat and then Tiong Bahru. We hit the hawker market featured in the US travel documentary Somebody Feed Phil and ordered everything he’d tried. It was so much fun, and so delicious!
Marina Bay is spectacular at night. Its skyline is beautiful, and we love watching the lights from MBS reflected onto the harbour. The Esplanade Outdoor Theatre is great after a bite to eat (we love Kinki Sushi or Super Loco), and it’s lovely to wander along the Jubilee Bridge.
Best things about Singapore so far?
I love how good it is for kids. Everything seems to have kids in mind, from the shopping centres and restaurants to the outdoor spaces. There are so many parks, water-play areas and child-friendly things to do. We never get bored!
On the flip side, I also love the business community here. It’s been great to meet so many other working mums all doing what I’m doing, working hard to build their brands while also trying to juggle everything else successfully. I have so much respect for anyone who manages this.
As a fashion entrepreneur, what does your typical weekday look like?
My day starts with breakfast with my toddlers. Sitting at the table and eating together has become something of a ritual. Then I get them ready for school and walk them to the drop-off point.
Once we’ve said our goodbyes, I usually meet a mum friend for a coffee, or grab a takeaway at my favourite local café, Ober Coffee at HarbourFront Place. After that, I head back to my office to start my work day.
After checking emails, I get all orders ready to send and organise the couriers. Next come marketing, social media and buying. Some days, I have clients coming to the office for fitting sessions. A lot of people like to try things on, and I enjoy offering styling advice and suggestions.
I pick the kids up at 3pm if I’m not too busy with work, and we usually spend the afternoon relaxing together, swimming or at the park. We have dinner as a family when we can, and we always do bedtime – I love the wind-down and cuddles with the little ones.
Marina Bay is spectacular at night. Its skyline is beautiful, and we love watching the lights from MBS reflected onto the harbour. The Esplanade Outdoor Theatre is great after a bite to eat (we love Kinki Sushi or Super Loco), and it’s lovely to wander along the Jubilee Bridge.
How do you spend your weekends?
We spend time with Nick, because he works long hours in the week. We’ll go to the beach, go swimming, go to the zoo or do some other fun activity. We also love At Feast in Dempsey, which is perfect for Sunday lunch and a play.
What was your background before becoming a fashion entrepreneur and sourcing Australian clothing brands for Singapore?
After studying Retail Marketing at Bournemouth University in the UK, my first appointment was Assistant Buyer Knitwear at BHS in Marylebone, London. I was prepping Monday morning trade meetings and presenting to the chairman, Sir Philip Green himself! Instead of that putting me off, it taught me resilience.
For 20 years, I worked as a buyer and buying manager across the globe in London, Sydney and Hong Kong. I really found my passion in Australia, working for some amazing people at a few of the country’s biggest retailers. I loved Australia, and I loved its clothing brands and fashion.
How did you find the courage to start your own business, She Creates Stories?
I already had a handle on what worked well in Australia’s higher temperatures, and after moving to Asia I put that into practice. She Creates Stories was born out of a need for great quality branded clothing, with a focus on sustainability, fit and fashion. We source Australian clothing brands with strong ethical policies that cater to wide size ranges and stock beautiful, breathable fabrics.
What are your strengths and weaknesses as a fashion entrepreneur?
With my sociable and outgoing character, I genuinely love people. That means I’m well suited to dealing with customers and networking for She Creates Stories. I have good buying skills, and an ability to juggle everything effectively without losing it… well, most of the time! As for weaknesses – I’ve always hated numbers, so I tend to prioritise everything else instead. But paying attention to the numbers is essential for a business owner, so I’m working on it.
Tell us a bit more about She Creates Stories.
She Creates Stories is a womenswear fashion destination selling Australian clothing brands including dresses, linen, curve fashion, swimwear, accessories, activewear and footwear. We curate a selection of bohemian feel brands that complement a resort-type lifestyle – perfect for Asia and Singapore.
Hitting the two-year mark has been a great milestone for me, as many businesses fail in their first two years. On top of that, we have moved from Hong Kong to Singapore, launched Byron Bay brand Spell, and will soon have done our first Australia buying trip.
What are you looking forward to as a fashion entrepreneur?
Leaving for that buying trip to Australia next week! I can’t wait to see the different Australian clothing brands and touch and feel the product, something I wasn’t able to do during COVID-19. Also, I’m excited right now about drinking Aussie coffee, brunches, hugging my friends, and going to a wedding in Byron Bay. That said, I’m excited to get back to Singapore, too – so I must really like it here!
Photo credits
Photography: Rebecca Downie Photography (Singapore, Australia and the UK), rebeccadowniephotography.com
Makeup: Kelly Richardson Makeup +6587887484
Rebecca’s clothing for the shoot: shecreatesstories.com
Shoot locations: Caribbean at Keppel and Privé at Keppel Bay Marina
This article first appeared in the June 2023 edition of Expat Living. You can purchase the latest issue or subscribe, so you never miss a copy!
