With December quickly rounding by the corner, Singapore's favourite year-end season makes its way full circle once again as they inch into your shopping malls, catalogues and playlists. As Orchard road lights up in a dazzling display of Christmas lights and full-blown larger-than-life decorations littered across the strip, your favourite brands and malls are jumping on the bandwagon to show you the best deals this Christmas and most appropriate Secret Santa gifts. To a certain extent, we're no exception.
While 2016 slips toward its tail end, we've gone into a slightly pensive and introspective mood as we reflect on the year thus far - our growth and challenges, our brand ethos and values. We're big on gifts at Choo Yilin and feedback has told us (yes, we listen!) that an increasing number of clients have approached us as the go-to option for a unique gift for their best friend, sister, mother or wife. And so, we thought: Why? Was it for our modern take on the tradition? Or the strong heritage element? Was it solely for our aesthetic designs? Or did the narrative and symbolism behind our pieces resonate with the giftee?
With that in mind, we crafted our Choo Yilin Christmas campaign around the theme of "Gift with Meaning"
This season, we're taking a deeper dive into the important personal relationships in our lives. 'Gift with Meaning' hopes to encourage and remind one another that gifting during this season should be more than just a cursory action. If shopping for a gift for your friends, mother or wife becomes almost mechanical or even a chore, perhaps it's time to take a moment to consider why you're doing so and remember the very roots of this tradition - one that is deeply entrenched in love and appreciation.
Thus, we're taking this chance to revisit the meaning behind each and every Choo Yilin collection - to find out how they may best represent your loved one whilst being a beautiful reminder of your love. Over the next couple of weeks, keep your eyes peeled on our social media platforms and The Insider as we publish on our digital platforms interviews exploring various personal relationships, their ups and downs, along with anecdotes on their loved one and what this season means to them.
And because you stuck it out with us for this long, here's a sneak peek at next week's Mother-Daughter story that's sure to warm your hearts.
"Beauty of Life to my Mother is in living it. She does not lead an extravagant life, she does not even own a branded bag. Instead, she leads a simple but full life - a life full of love for the family. Ensuring that we have nothing but the best.
She teaches me that beauty is not in material but in the love & joy we experience everyday."