Known for home décor and modern furniture with a laid-back, tropical holiday vibe, Island Living in Singapore has become a household name in a remarkably short time – it’s five years since their launch. Here we speak to the business owners KARIN RYSGAARD and DENISE VRONTAS about building the brand, and some tips for fellow entrepreneurs.
Tell us a bit about yourselves and how you ended up living in Singapore.
When Denise moved to Singapore with her then boyfriend (now husband) 11 years ago, she was looking for adventure and a change of scene. Lucky to land a transfer with her then PR agency, like most people Denise thought it would be a great two-year stint.
Karin has been living in Singapore for almost 20 years, originally coming with her husband at the time, and toddler Sophie. Karin saw that expats needed some help with light touch interior design, and styling in their rental homes to help them feel more connected to the space they called home, even if they were only staying for a short term. So she started Cocoon Styling, which ran for 13 years.
What was the journey to starting the successful business Island Living in Singapore?
We met six years ago. Karin was running Cocoon Styling at the time, and Denise was a mother of a young toddler and a newborn. Denise wasn’t looking to go back into the corporate world with long working hours, but was passionate about starting something of her own. She saw a gap in the market for well-priced, stylish and accessible modern furniture and homeware, and Karin was feeling frustrated by the options available to her for design projects. So we connected – via Denise’s neighbour, actually! We met up, got along really well, and things moved very quickly, and excitedly, into starting Island Living in Singapore together. With Denise’s background in PR and marketing, and Karin’s interior design experience, we felt we were a great match.
What are your style influences?
Living in a tropical climate where you can spend time outdoors all year round lends well to connecting with the environment. Taking inspiration from the surrounding Southeast Asian region helps us to curate a collection of modern furniture and homeware that works for our climate and lifestyle. Describe your look in three words. Relaxed, sustainable and practical!
As business owners how do you source your products and design modern furniture?
We had some contacts when we first started, and thankfully they in turn have helped us along the way to make new connections. At times, this has been tricky, and it has certainly involved trial and error – but we’ve always believed that sometimes you just need to try something new. Buy small quantities and see what the response is before committing too much. We’re still often surprised when something we buy goes super well, or not so well – that’s just the juggle of retail. We work closely with suppliers primarily in Indonesia and Vietnam for our furniture Items. Our kitchenware range, which we are continuing to expand, comes from Australia. We’ve felt very supported over the years by our suppliers and built some great relationships.
You’ve grown massively over the past few years. Why do you think the brand resonates so much with locals and expats alike?
We’re also so surprised with the growth and the response to Island Living. At times in the showroom, we chat to a customer who says, “Hey, I remember when you guys first started out, in that tiny space, look at you now!” That’s so lovely to hear; the fact that they’re still shopping with us is wonderful – so a big thank you for all the support we’ve received.
We made a firm decision from the beginning to create a business that appealed to both expats and locals alike. Positioning ourselves in a market offering products priced from $9 to $2,500 really means there’s something for everyone. We’ve also been careful to ensure that we integrate with the local community – from our promotions, to staffing and product selections.
Good customer service plays a huge part in growing a brand – creating a friendly, quick-response customer experience. This is easy when things are running smoothly. But when something goes wrong, like a customer receives an incorrect product, or a shipment’s running a bit late, how you respond can make or break a business. We spend a lot of time focusing on this area, continually trying to improve and train our staff with product knowledge and guiding them on how to navigate situations.
What are the pros and cons of being business owners in Singapore?
Having the luxury of help at home makes things a lot easier, especially if you have a young family, as Denise does. There’s no way we would’ve been able to throw ourselves into creating a successful business at the rate that we have otherwise. Being so close to our suppliers in the region is also a big bonus.
When we started out, our timing couldn’t have been better – it was when the government was pushing its digital transformation journey and not many businesses were online. E-commerce has come a long way since then, so we were lucky to have jumped on the bandwagon early.
Navigating the complex regulatory requirements can be daunting at first, especially as an expat. But there are loads of people who can help – and many local businesses and consultants are equipped to support small business.
Island Living in Singapore has a successful business story. Any advice for small business owners starting out?
Firstly, you need to be really clear about your initial concept, and the brand. Identify what you’re good at, and most importantly what you are not. Then, ask for help! Don’t try and do everything yourself, and don’t panic if you make a mistake.
Be open to learning new things. We’re both still learning every day, and remain open to change and flexibility as the business grows. But it’s also important to still stay true to your initial concept.
Invest in qualified people to do your marketing from day one. Word of mouth can be amazing (and free), but if you really want to accelerate growth, investing in ad spend can be a surefire pathway to success. And, last but not least, be prepared to work hard. You’ll need to give up some weekends and free time, but that’s the trade-off to creating a business that you love. It’s worth every single minute.
#06-03/04 Mapletree Industrial Trust, 8 Kaki Bukit Avenue 1
info@islandliving.sg | islandliving.sg
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This article first appeared in the August 2024 edition of Expat Living. You can purchase the latest issue or subscribe, so you never miss a copy!
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