Florette The Label: A solution-based brand to achieve instant elegance
A Malaysian brand that specialises in iron free, comfortable, wrinkle free, stretchable wrap dresses and so much more, at the heart of Florette The Label is the modern-day woman. The brand whose vision is to empower women on the go to achieve swift stylishness as they make their way through the busyness of life while looking chic.
Opulent Washable Silk Wrap Dress (Above)
Please introduce yourself. Tell us about why you decided to create Florette The Label?
I am Ai Phing, the owner of Florette The Label. We pride ourselves in being a local Malaysian brand that specialises in iron-free wrap dresses.
I created the brand after realising that there is a gap for quality and affordable wrap dresses in Malaysia. Sure, we have brands like DVF and other American brands that occasionally carry it, however they often come with a hefty price tag. My aim was to create wrap dresses that were accessible for everyone. Moreover, I believe that the wrap dress is universally flattering across different body types, shapes and sizes.
What quote do you live by?
Never say never.
What is the most difficult aspect of running your own business?
It's challenging to reach out to new customers on a shoestring budget considering that we do not have external funding. Social media is the heartbeat of our business and we rely a lot on paid advertising to reach more customers.
What has been the highest and lowest point on your journey so far?
I'd like to think that we had multiple high points rather than a single one. Most of it comes from meeting very encouraging customers during our offline events. They are women that I personally look up to and it has been my absolute pleasure to style them.
The lowest point of my journey was probably in the beginning when we had not yet found the right tailor and had an entire collection that was affected by poor workmanship. In addition, when we first started online, people were sceptical to buy from us and as a result, we suffered from poor sales. However, our decision to participate in local pop-ups was definitely a turning point for our business.
Chi Mandarin Collar Convertible Midi Wrap Dress (Above)
When there are setbacks how do you continue to stay motivated?
I think that it's important to find your source of faith and believe that you are being put on a particular path for a higher purpose. Setbacks are common but you have to believe that they are lessons for you to learn, even in difficult times.
Describe a typical day in your life.
I wake up and make myself a cup of coffee- which officially dictates that my day has started! I then review my online orders and pack them before they are collected by the delivery company. Then, I either work on an upcoming collection by checking out fabrics with my suppliers or work on social media/online advertising related tasks.
The evening is when I dedicate some time for a quick run/exercise to create some headspace and wind down the night with some tea followed by reading the bible. Sometimes, I create a to-do list for the next day, so I automatically start the day with some structure around it.
Where do you see yourself and your business in five years?
I see the brand having a physical store and extending beyond women’s clothing. Other things in the pipeline are plus-size wear, homeware and lifestyle products. On a personal level, I hope that my experience as an entrepreneur would benefit women/people in general in clothing/values that we hold as a brand. At some point, I'd like to be in the position to help people achieve their goals/dreams with the experiences I have gained, both professionally and personally.
If you could give one piece of advice to our readers, what would it be?
You miss out on the chances you don't take in life.
Phoebe Flounce Wrap Dress (Forest Green) (Above)
Who is your style icon?
I personally love how well put together Audrey Coyne is. Love Olivia Palermo too!
How do you define success?
Waking up every day doing the thing(s) you love and spending time with people you love.
What is the part of your life experience you would alter if you had the chance to?
I would have taken the plunge to start my business at a younger age. I think there's a lower trade-off (in terms of responsibility and salary). You have less to lose in case the venture does not pan out as planned.
Shop the collections here: FLORETTE THE LABEL
And check the official instagram: @FLORETTETHELABEL