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.
Bessie Ye, founder of the slow fashion label Rye, wasn’t planning on opening a new store so soon after opening the doors to Rye’s Joo Chiat outpost in 2023. But she found it hard to turn down a spot at New Bahru, the creative hub populated by an array of beloved homegrown brands. Now, Rye’s flagship store on the third floor of New Bahru offers respite from the buzz below; its beautiful interiors, marked by towering columns and arches, invite visitors to pause and take a closer look at the antiques, artworks and odd objects that fill the space, which Ye has collected over the years. Rye’s New Bahru location, in particular, pays homage to Ye’s travels to India, one of her favourite places in the world. Since its opening in September 2024, the store has drawn in people who, like Ye, have an appreciation for cultures, craftsmanship and history—and Rye’s minimalist designs, honed over the course of eight years. Here, Ye tells us how Rye’s flagship store came into being.
Why did you decide to open Rye’s flagship store in New Bahru?
Bessie Ye (BY): Rye is not a brand that scales so fast. We want to be very intentional with every move we make, both design-wise and business-wise. But seeing New Bahru come into fruition, I thought the space is great for what I want to do with the antiques I’ve collected. If this is a very commercial space, we would hesitate. But at Rye, we like locations that are off the beaten path. New Bahru used to be a school, so we thought it would be really nice. I also think that New Bahru features a good mix of brands and people that I really admire. It has a very nice community and I wanted to be a part of it.
How have people reacted to Rye’s flagship store?
BY: Our visitors include a mix of returning customers—longtime fans of the brands—and people who simply walk in without any clue about Rye. They were just exploring, so the store is a pleasant surprise for them. We get people of all ages. Quite a few architects have come in, studying every detail. They’re usually fascinated by the columns, or the oddities, like the foot sculpture by the mirror. People love the furniture here. Some visitors, especially those who were originally from India, recognise pieces that resembled those that used to be in their parents’ homes, and they have a very emotional connection with the store.
For the store opening, you collaborated with Atipico to host a mille-feuille-making workshop. You also hosted an intimate dinner for friends of the brand at the end of 2024. How do you find different ways to connect with Rye’s community?
BY: I think that stems from what I like to do. I really enjoy hosting. I enjoy feeding people. And I enjoy the experience of sharing a meal together, and bringing people together. I’m just thrilled to be here at New Bahru because there are so many restaurants and chefs that I admire so much. To me, food is also an expression of creativity. At Rye, we like to express the brand in different mediums, including interiors. What we do is always very meaningful and intentional. It’s authentic and quite unexpected.
This story originally appeared in the Dec/Jan 2025 issue of GRAZIA Singapore.
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