Singaporean brands are crafting spaces that nurture creativity and community, and transforming stores into something much more. In our ‘Crafting Community’ series, GRAZIA Singapore takes a look at the special spaces and experiences that have popped up in 2024.
2024 was a big year for The Paper Bunny. Back in May 2024, the lifestyle label, which celebrated its 10th anniversary in 2023, refreshed its flagship store at Ngee Ann City with a new concept. Dubbed The TPB Everyday Store, the space was created for fans of the label to design their “intentional everyday life”, and pick out thoughtful gifts for their loved ones. The Paper Bunny also took part in meaningful partnerships with wellness brand Moom Health, Romi Beauty, and Star Shelter, under the Singapore Council of Women’s Organisations. Here, The Paper Bunny co-founder and creative director Jaime Lee opens up about what drove these initiatives.
In 2024, The Paper Bunny collaborated with other local labels like Moom Health and Romi Beauty. How did these collaborations come about?
Jaime Lee (JL): In both instances, the brands reached out to us proposing to work together to offer something new and exciting to our communities. The collaborations came about through a shared admiration for each other’s work. The brands we work with align with our commitment to creativity, quality and intentionality in everyday life. These partnerships were opportunities to bring fresh and unique designs, experiences and storytelling to our community. For example, together with Moom Health, we had the opportunity to host a ticketed farmers’ market in both Singapore and Malaysia, bringing the community together with a curated selection of local artisanal vendors and brands. Hundreds of customers attended, and the ticket proceeds went towards supporting wellness and mental health initiatives, reinforcing our commitment to giving back while connecting with our community.
Can you tell us more about The Paper Bunny’s partnership with Star Shelter?
JL: We are so proud to be partnering with Star Shelter to support and uplift vulnerable women and children in our community who have been survivors of domestic abuse. Domestic abuse is a deeply personal issue for many that often goes unseen, and we wanted to use our platform to raise awareness for the cause, as well as advocate for and provide tangible support for the women and children who have been survivors. Our customers have the opportunity of donating to the cause from now until March 2025, and The Paper Bunny will be matching every dollar donated throughout the entire campaign. Through this partnership, we hope to make a tangible difference in communities that need advocacy. It’s a small but meaningful way to channel our values into real-world impact.
How would you describe The Paper Bunny community?
JL: The TPB community is made up of individuals who appreciate pieces that are functional yet stylish. They are people who find meaning and intention in everyday gestures. They connect over a shared love for accessible design, colour and intentional living. Our customers often tell us that they appreciate the thought and care that go into our designs, the versatility of our products, and the personal connection they feel through our messaging, storytelling and ethos. We care deeply about the quality of the work we put out and how they add value to everyday life, and our customers appreciate that they can trust us.
What does The TPB Everyday Store mean for the brand?
JL: The TPB Everyday Store represents more than just a place to shop and buy things. It is a place where our community members can come and design their own version of what an intentional everyday life looks like for them. It’s a space for them to interact with our products and immerse themselves in the experience of discovering new pieces that can add to their everyday lives. It is where we bring our story to life in a way that resonates emotionally, offering a moment of calm, inspiration, and connection amidst the bustle of everyday life. We also host exclusive early access events, engaging in-store activations like coffee and kombucha carts, and interactive games—all designed to delight our customers.
This story originally appeared in the Dec/Jan 2025 issue of GRAZIA Singapore.
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