ERIIN was an online retailer curating contemporary emerging fashion designers from Asia Pacific.



January 2010


Founder & Creative Director


Acquired by Indonesia e-retailer Shopdeca in 2014.


I started my foray into fashion as assistant to fashion designer Harry Halim, then interned at Raoul as a key team member of their newly-launched accessories range, started my own jewellery label Kate&Kult, and ended up as a Style Advisor at Topshop - all while pursuing my Business degree.

I founded La Moxie with my best friend after graduation, importing Korean women's fashion from Seoul and selling them online. After being one of the first start-ups to be awarded the YES! Start-up grant of $50,000 by SPRING Singapore, we pivoted La Moxie into ERIIN, garnering widespread media coverage within Southeast Asia, and partnering with influencers from the Netherlands, London, Sydney and New York.


Proudest moments:



As Creative Director, I crafted the ERIIN brand that was known for its street style inspired luxe aesthetic and styling. I acted as brand and marketing director, managing all our PR, social media and partner strategies. I was also ERIIN's buyer and merchandiser, photographer, stylist - all rolled into one. I taught myself how to code as well as design on Photoshop, crafting and building our first e-commerce site.



ERIIN was featured in regional publications like Harper's Bazaar, HerWorld and Female, and worked with established bloggers like Peony Lim and Rumi Neely. One of our first ambassadors was Aimee Song of SongOfStyle. 



ERIIN activated the pop-up concept in Singapore before pop-ups became a norm. Our focus was not only on selling of items, but also incorporating the work of young artists and photographers like Clifford Loh (now EIC of Vulture Magazine) and Fadli Rahman. Our partners included brands like Lenovo and Kronenbourg.