It’s always good to learn more about women who are managing their own businesses and young families at the same time. But it’s also interesting to find out how they first started. Here, KATE LOW of Perk by Kate talks us through her journey to owning her beautiful lingerie brand in Singapore.
You have a first-class degree in Finance and Banking at the London School of Economics; what made you go into marketing?
I took a rather unorthodox route in my career. I started working really early on, and loved the independence and freedom it gave me. The reason I took Finance is because I knew I would excel in it, but I also knew my passion was in marketing and fashion, which is why I joined Club21 here in Singapore!
How did the role with a luxury retail company like Club21 help you when you started your lingerie brand?
It gave me an advantage in understanding trends, and my ex-creative director boss honed in me a sense of aesthetic and detail that is profoundly useful in my current career.
Tell us a bit about Perk by Kate.
I founded Perk by Kate in 2012, and as a lingerie brand we have come up with some revolutionary intimate solutions since then. We created the padded bralette back when it was unheard of, and since then, helping women feel good from the inside and out has been our brand mission.
What’s been the most challenging part of starting the lingerie brand and keeping it going?
There is never work-life balance. There are 90 percent work days, and then there are 80 percent family days, and then you find 60 percent days for yourself. It takes a lot of self-awareness to not burn out, and I’ve been down that slippery slope before.
In the current economic context, the most challenging part is keeping up with the ever-changing trends and consumer appetite!
What’s something you’re most proud of?
I am proud to have come this far (12 years now!) – and I am glad to say we have only gotten better as the years go by. Our return rates are at an all time low (two percent!), which is a testament of all our attention to quality and detail.
What does a typical working day look like for you?
As a mother of two, my work day is intimately intertwined with my kids’ routines. My day starts typically around 6.30am, and ends around 8.30pm. After dropping them off at school at 8am, I usually head to our lingerie studio at Telok Ayer Street, where I hold meetings, gather with my staff and, most importantly, meet customers to get direct feedback. We’ve been doing a whole lot of social media content at the studio too. You’ll also always find a lingerie sample or two in my bag – I’m always looking for fit models!
What are a few things you like to do when you’re not working?
I love visiting new cafés! I love experiencing new F&B concepts with my girlfriends as well. With my kids, we’re always at the parks – being outdoor and in touch with nature energises us.
What are you looking forward to most in the next 12 months?
The brand transformation of Perk by Kate. We have done so much work serving the intimate needs of women, and we are now primed for the next stage of growth for our lingerie brand in Singapore.
Quick questions about Singapore:
What is your favourite …
- Casual restaurant? Miznon at Stanley Street.
- Bar? Cocktails by Bitters & Love at Telok Ayer Street; it’s a coffee joint in the day, bar at night.
- Local food? Mee hoon kueh, which you can get at literally any hawker centre! It’s my comfort food.
- Nature space? Woodlands Waterfront Park, looking out over the Straits of Johor – a beautiful place to spend an evening.
- Thing to do with visitors? As clichéd as it may be, Gardens by the Bay is really beautiful and should be the destination of choice.
- Nearby holiday destination? Currently, Hong Kong!
Perk by Kate is at 134A Telok Ayer Street.
perkbykate.com
This article on Perk by Kate Lingerie in Singapore first appeared in the September 2023 edition of Expat Living. You can purchase the latest issue or subscribe, so you never miss a copy!
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