Social Media Content, Branding, Photography 2019–2023 @charmai.space
Charmài is a small Instagram business selling secondhand fashion apparel and goods to further the values of exploration and sustainability in one's fashion journey.
The name is a combination of my namesake and ‘卖’ (mài, Chinese character for sell). With the online secondhand marketplace beginning to flourish locally in 2019, I started the passion project at age 16 to discover my own sense of self-expression. The store quickly transformed into a platform for community engagement with other brands and customers alike, and I got to exercise skills not limited to entrepeneurship, social media marketing, conceptual & product photography, and sewing.
Notably, the business was featured in Straits Times' 2021 article "Rise of Gen Z entrepreneurs: More young people in Singapore starting their own businesses". Rebrand Launch
Charmài stood from the start as a brand with curations that appealed to a variety of aesthetics to explore, not just a certain style. This value is brought forward to the forefront in the rebranding, emphasizing values of experimentation and diversity for users visiting the platform.
The rebrand of “Charmài.thrifts” to “Charmài.space” was to breadthen brand potential in delivering a greater variety of content in the long run, expanding past the niche of purely ‘thrift’ content.