20/05/2026
Boutiques Weekend: Edition 2 â
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Year 1 to Year 2. What a difference a year makes.
Last year we had no idea what to expect, hoping that at least a couple of people will believe in what we do. This year, weâve grown as a brand (and personally as a founder), and this weekend has given me a couple of insights to take home.
1. Good product matters. When people touch the bamboo and their face changesâthat âohâ momentâthatâs not marketing. Thatâs quality you can feel.
2. Genuine interactions matter. The try-on fashion shows. The conversations about fit and fabric. Dancing between customers. Customers becoming friends. Boutiques weekend is one where people seem to let down their guards and display large gestures of kindness and humility.
3. Community matters most; itâs the part of the process that takes the longest, and as it should, because building a community is probably one of the few things that AI wonât be able to replace.
Lost & Fray isnât about scaling fast. Itâs about growing right. And that means prioritizing product, people, and community over everything else.
I have a couple of THANKS to give:
To everyone who stopped byâwhether you bought something, tried something on, or just touched the fabric and stayed to chat. You made this weekend what it was.
To those who said âI follow you on Instagram!â (Hearing that in real life never gets old. Youâre the reason I keep posting through imposter syndrome.)
To our ambassadors who sent people our way. To first-timers who took a chance on bamboo. To repeat customers who came back in different colors.
To everyone who recognized the brand, trusted the quality, and supported a small business choosing slow growth over fast scale.
To Boutiques Singapore for giving us the platform to grow and for organising another spectacular event.
Building Lost & Fray is the journey it is because of you.
WHATâS NEXT:
Catch us at Design Assembly (June 10-11). Canât make it? Find us at our Stockists or shop our whole collection online at lostandfray.com (link in bio).
