ONE of the many things I love about living in Singapore is the sheer range of shopping options available. Not only can I indulge my wildest fantasies by drooling outside the windows of Chanel and other top brands at ION Orchard, I can actually get my hands on more reasonably priced cult brands in cute shops in Hajji Lane.
So imagine my delight when a friend of a friend suggested I check out a new boutique that was offering choice cult brands from around the world as massively discounted prices. I was particularly excited to know that Lover -- a cult Australian brand known for it's unique cuts and quality fabric -- was available.
I checked my bank balance (just in case) and set out to discover this new treasure. And that's exactly what I found -- Trove.
Open only since the beginning of December 2009, Trove is an eclectic collection of mid-priced unique fashion brands that you're unlikely to find in Singapore's megamalls, or even in the quirky laneway shops around the island.
The brainchild of a local fashionista, Victoria Bay, and her best pal, Caris Tay, Trove combines an elegant and yet comfortable aesthetic with original artwork and very personal attention.
What makes this boutique different from the hundreds of others around is the fact that not only does it carry labels like Lulu Cheung (HK), Karen Walker (New Zealand) and Lover (Australia), the looks are all discounted heavily because they're from the previous season.
According to Ms Bay, cult brands like these ones are less likely to be 'fashion followers' and therefore tend to be more timeless in style; therefore are less likely to date. This why it makes such good sense for a boutique to stock them -- the prices are correspondingly lower. Another point she made is that because Singapore really only has one season -- what is 'last season' for colder climes is perfectly suited to our balmy home.
Other brands like Sweden's Minimarket and Sample from New York specialise in 'single pieces' rather than seasonal 'looks', again ensuring that the garments are not going to date, thus making them great buys.
The pair behind Trove were also influenced by the recent recession, acknowledging that while people still want to be fashionable, they may not have as much money to spend. By setting up a boutique with unique looks and brands, at reduced prices, the girls managed to kill two birds with one stone, so to speak.
As much as the list of labels had me drooling, I was just as impressed by the boutique itself and the very helpful staff. Ms Bay explained that Trove was designed around making people feel comfortable, both physically and emotionally.
The space is open and simple in structure but is softened by personal touches like lamps, cushions and some fantastic art work on the walks. The hand-drawn works are the province of Ms Tay, who is charge of this and the other trinkets and accessories that dot the small store.
PHOTO: Provided by Trove
Located in The Esplanade Mall -- which seems and odd choice on first thought, but an inspired one on realising that Trove is the only clothing outlet in the building -- Trove is a throwback to the days before throw-away high street fashion, when a woman was known for being able to put together her own unique look, rather than looking like every girl in the street.
Like the space, the service is very personal. Ms Bay has years of experience in the local fashion industry, as well as a stint in New York, and is kindly blunt in her suggestions.
Unlike the vapid service from the size 0 waifs to be found in mainstream outlets, Ms Bay will tell you if something doesn't suit, will search the back racks for your size and make suggestions of things that will look better. This is all gently done and makes one feel as though you have your own personal shopper.
Ms Bay said that she runs the store as she would like to be served herself, and she seems sanguine about not pushing customers to buy. "If they buy something they don't like they won't come back," she explains, saying it's better for the customer to have an overall good experience.
Not that this has stopped people from buying up stock by the armloads. "I have people who come in and buy seven or eight pieces of the Sample stock, they'll buy it in every colour!" she said. Sample is an elegant knitwear brand that makes all knits in silk, ensuring a beautifully slim silhouette and an extremely comfortable fit. "I tried them myself before stocking it, that's the only way to know if something is really worth the money," Ms Bay explained.
Trove already has a list of fans who drop in regularly to check out the latest additions and another group who leave phone messages like, 'call me if anything new from Lover arrives!'.
While Ms Bay and Ms Tay are extremely happy with how well Trove has taken off, they don't have plans to expand just yet. It looks like Trove is going to remain a small treasure for those who like unique, well-made fashion at amazingly reasonable prices: A true 'treasure trove' indeed.
Trove is located on the second floor of The Esplanade Mall, just take the escalator up from Harry's Bar, and is open Monday to Friday from 12pm to 9pm and Saturday & Sunday from 12pm to 10pm. To contact them, call 6338 3815 or go to their Facebook page.