By SGN | 17 Jun 2024
Stephanie Seow’s fascination with fashion began during her teenage years, when she found joy in styling outfits for herself and others.
“I think dressing up and ‘showing up’ each day has a big impact on how you feel about yourself,” she shares.
After completing her Bachelor of Arts in Sociology at the National University of Singapore, Stephanie embarked on her journey at leading online fashion company Zalora.
Starting in affiliate marketing, she steadily climbed the ranks to become the Regional Online Marketing Manager.
“I love how e-commerce lets us measure and answer every question so precisely,” Stephanie says.
“What excites me most is the real-time feedback from our audience, which helps us craft the best shopping experience for them.”
From the Little Red Dot to the Big Apple
After four years of working in Singapore, Stephanie decided to go back to school and pursue a Master’s in Marketing at Johns Hopkins University.
“Experiencing life abroad has always been a goal of mine,” Stephanie says. “I believed it would enrich my life experiences and help me grow in my perspective.”
To achieve this, Stephanie diligently prepared for the Graduate Management Admission Test (GMAT) while juggling work and saving money to support herself during her studies in the US.
Post-graduation, Stephanie chose not to return to Singapore. Instead, she sought new opportunities and landed a role as Digital Marketing Manager at an advertising agency near Baltimore, Maryland.
But she yearned for more.
“I wanted to challenge myself in a big city and push myself even further outside of my comfort zone,” Stephanie recalls.
Seizing an opportunity in New York City, she took on the role of E-commerce and Onsite Manager at a lifestyle apparel startup.
After this stint, Stephanie became the Marketing Director for the American fine jewellery company Aurate, which marked the beginning of an exciting new chapter in the Big Apple.
Joining the Love, Bonito team
Adapting to the fast-paced lifestyle and dynamic culture of New York was initially daunting for Stephanie. “The experiences of living in Singapore, Maryland, and now NYC are so varied,” Stephanie reflects. “Each city has its own charm, culture, and pace of life.”
While browsing LinkedIn, Stephanie stumbled upon an opening for the Head of North America role at Love, Bonito.
“I applied because I felt it aligned perfectly with what I was seeking in my next role,” Stephanie explains.
The feeling was mutual. Love, Bonito also saw Stephanie as a perfect fit, given her e-commerce background at Zalora and understanding of the US market.
After several interviews, including a meeting with CEO Dione Song, Stephanie joined the company as their first US hire and market lead.
“As a Singaporean living in the US, being able to launch a Singaporean brand in North America has been a very personal and rewarding experience,” Stephanie shares.
“I feel a special connection to the mission of Love, Bonito to empower women and promote greater representation in fashion.”
Strategising for a new market
Together with her team, Stephanie tailored Love, Bonito’s marketing strategy for the North American market, focusing on digital marketing and niche audience targeting.
“The US is a big melting pot of nationalities, ethnicities, and people from all walks of life,” Stephanie says. “While many women might find our products relevant in style and function, we needed to ensure our brand narrative resonated with the local community.”
“We stayed true to our core values but found new ways to connect people to those values.”
For Love, Bonito, this approach naturally led them to engage with the AAPI (Asian American and Pacific Islander) community in the US. “This particular community better resonates with our Singaporean roots and heritage,” she explains.
Building a passionate local team was also crucial.
“I remember asking myself, ‘How could I instill passion in the team to share the brand’s mission, especially if they’re not from Singapore?’” Stephanie recalls. She found that the answer lay in two key aspects: shared experiences as minority women and fostering a culture of empathy and honesty.
“Our team feels strongly about the mission and believes in the importance of having more representation for the next generation of young AAPI and Asian diasporas living in the Western world,” Stephanie notes.
“We also encourage sharing and communication, such as sparing five to ten minutes to talk about our weekends or discuss ideas during our weekly team meetings. This fosters an openness and collaboration culture and creates cohesion and productivity within the team.
Launching their first pop-up
The launch of Love, Bonito’s first-ever North America pop-up store in Soho, New York, marked a significant milestone in the team’s expansion journey.
Stephanie and her team transformed the space into a cozy New York City apartment, creating an environment where women from diverse backgrounds could gather, connect and inspire one another.
The pop-up also hosted an array of in-store events and programmes, including coaching sessions, entrepreneurship talks, and music showcases.
“These gatherings not only deepen our connection with our audience but also provide invaluable insights for refining our products and marketing strategies,” Stephanie says.
She describes entering the North American market as an intimate experience, likening it to welcoming someone into your own apartment. This reflects Love, Bonito’s community-focused approach.
“Representation is infused into every aspect of our brand,” Stephanie emphasises. “From clothing designs to store layouts to marketing campaigns and community events, everything is lovingly crafted with our audience in mind.”
Unveiling a new brand identity
Love, Bonito recently underwent a major rebranding. This included transitioning from its previous text-based logo to a new one cleverly incorporating the brand’s initials “LB” in a heart-shaped monogram.
Additionally, the brand revamped its colour palette from pastel to bold hues and introduced a new tagline: “Ready-to-live, not just ready-to-wear.”
“This rebranding aims to reflect the heart of what we do and emphasises that we’re more than just a fashion brand,” Stephanie shares. “We’re in the business of empowering women.”
Moreover, as Love, Bonito expands across US and Western markets, there is a need to shift the brand’s positioning from regional to global.
“My team contributes to this narrative by highlighting inclusivity and representation as areas of empowerment, especially for the Asian diaspora,” she says.
Proudly embracing their heritage, the Love, Bonito wearer embodies the essence of the bold, modern, and independent Asian woman.
Becoming the mentor she didn’t have
Life in the US has not always been a bed of roses.
Stephanie learned a harsh truth, that her achievements in Singapore didn’t carry the same weight abroad. At work, she experienced microaggressions, such as her ideas being ignored until a male colleague repeated them.
“On top of that, I faced prejudices and biases as an immigrant Asian woman,” Stephanie says. “When I was a student in Baltimore, I experienced cat-calling and derogatory remarks simply because of my ethnicity.”
But rather than dwelling on the negatives, Stephanie chooses to see the silver lining.
“These experiences helped me to grow,” she reflects. “They made me realise that some of my past successes were partly due to privilege, not just my own efforts. It also opened my eyes to the vast talent pool globally.”
Overcoming these challenges wasn’t easy, but Stephanie found a way forward.
“I sought out communities that welcomed diversity, where I could openly share my experiences and culture,” she shares.
“Here in New York, many are like me, starting anew and chasing dreams,” Stephanie says. “This shared journey forged a strong connection based on mutual respect and understanding. Eventually, I discovered my voice and a genuine sense of belonging.”
Stephanie now gives back by participating in the Singapore Global Network mentorship programme in NYC.
“As a newcomer eight years ago, I lacked resources and support,” Stephanie shares. “By mentoring young international students, I aim to offer them the support I wish I had received.”
“I see mentors as people who are willing to walk with you during a specific part of your journey, and that’s exactly what I hope to be for someone else now.”
A go-to destination for diverse women
Stephanie envisions Love, Bonito becoming the go-to destination for the Asian diaspora and diverse women in the Western world.
“We owe a lot to our supportive US community, who fuelled our growth last year,” she says. “We’re still gaining momentum and aim to keep expanding in the US market through e-commerce and pop-ups.”
As for Singaporeans seeking to work and live overseas, Stephanie’s advice is straightforward.
“Just go!” she urges. “It all boils down to how badly we want it. If we feel it’s something we’d regret later in life for not having the courage to pursue, then I’d say just do it.”
Interested in working in Singapore or starting a business here?
Find out more about the new Overseas Networks & Expertise (ONE) Pass as well as other work passes that may suit you.
Unlock SGN x Love, Bonito promo code
Meet Stephanie
Stephanie is Head of North America at Love, Bonito. She also actively hosts panels for the Singapore Global Network (SGN) and serves as a volunteer mentor in SGN’s mentorship programme in New York City.
Connect with her here.
