Next up, Born In Colour, one of our more colourful furniture partners! We really enjoyed the conversation with Robin as he shared with us interesting founding stories and unique furniture from Korean drama series!
Featuring Daniel Tan and Robin Chua at Born In Colour
Hi Robin, we’re glad to have you on board as a partner. Please tell us more about yourself and your brand, Born In Colour.
I’m Robin and I’m one of the co-founders 7 years back when we were getting our own homes. We started “Born in Colour” because we wanted to bring colours into our customers’ homes.
On top of the literal meaning of bringing colourful furniture into our customers’ homes, we also wanted to bring colours into our customers’ homes in the figurative sense. We also offer uniqueness in the products we bring in that differ from the norm. Through this, we believe that it would help build an identity for our products, an provide an opportunity for them to be integrated into people’s homes. For example, our sofas are removable and so are the covers. This way customers can buy extra covers for their sofas as well. Lastly, we carry a vibrant range of products where customers can shop by series. Some of our more popular series are our Heim Forrest Walnut, Fika Swedish, and Bistro.
Featuring Bethany Modern Lux Velvet Sofa from Born In Colour
Image Credit: Born In Colour
How/ Why were you founded?
We saw a gap in the furniture market as most shops carried very nice furniture but with very steep prices. Fortunately, we hit it off with a Korean factory that offered special designs with good price points and since then we have been bringing in designs that is not commonly sighted here in Singapore at a wallet-friendly price.
Featuring Fika Swedish Clothing Rack Standing Mirror from Born In Colour
Image Credit: Born In Colour
What got you interested in a partnership between your brand and Weavve?
There are many more products we can develop on, but realistically we cannot do everything that we want ourselves. To grow our business, we have to tap on strong partners. And of course, what we are selling must be in-line with our brand as well.
When Weavve wrote to us, it was a right time and right place as we realised that this is something that we haven’t really explored. We are selling bed frames and mattresses, but we never sold bed sheets. In fact, we had to buy our own bed sheets for the showroom previously. I did my own research before I spoke to Weavve, so I do know a fair bit about bed sheets myself. I then realised that this is something that we can work towards. Your team is also very friendly to work with.
Featuring Weavve Home TENCEL™ Lyocell Sheets in Mist Grey and Weighted Blanket with Yusu Nature Solid Oak Bed Frame at Born In Colour
How do you see your brand’s positioning in the furniture market?
We bring in a lot of different pieces of furniture. This is so that our brand will always look fresh and customers always have new things to buy. As we grow, much of our furniture is also
made-to-order. We have done focus groups with customers to ask how they perceive our brand. A lot of our customers see us as a brand with unique furniture that they are not able to find anywhere else.
We offer design advice and help customers with the whole concept and how our diverse pieces can help fulfil that vision. We don’t believe in hard selling, but instead let them choose what they want themselves. Overall, we want people to treat us as a one-stop home shop, and we can only do this with collaborations as well.
Featuring New Retro Super Single Bed Frame at Born In Colour
Image Credit: Born In Colour
Share an interesting anecdote from when you first started your brand.
OR What inspired your brand’s concept?
We started off with 20 pieces of furniture, without any expectations for people to come by and purchase. We had decked out the entire place and fixed the lighting ourselves, and there was no air conditioning.
We posted about this on Facebook and to our surprise, 10 people came over. People asked if we had delivery service but we didn’t so we had to ask them to carry the furniture home.
I remember a funny incident where there was this lady that came to us excitedly and told us that she had been looking for this particular piece of furniture (referring to the Macaron furniture) that she saw on a Korean drama for a long time. She was so happy to have found us selling this piece of furniture. That was the moment that we felt like we were doing something right.
What's something about your business or journey that would surprise people?
A few of our Korean factories contribute to the furniture that you can find on Korean dramas. We do carry some of the furniture featured in the dramas from those factories, like the Macaron series.
What are some of your bestsellers/ personal favourites from your current collections?
Our Rattan collection has been well received since Rattan has made a comeback.
Featuring Born In Colour Bistro Rattan Collection
Summarise your brand in three words.
Uniqueness for everyone.
Featuring Born In Colour New Retro Collection
Image Credit: Born In Colour
Born In Colour
Website: www.bornincolour.com
Henderson Flagship Studio Address: 201 Henderson Road #07-11/12, Apex@Henderson, Singapore 159545 (Nearest MRT: Tiong Bahru MRT Station, Click here to view on Google Maps)
Operating Hours:
Mon/Thu/Fri: 11am – 7.30pm (Closed Tues, Wed)
Sat/Sun/Public Holidays: 11am – 6pm
Tel: +65 6988 3308
Yishun Furniture Studio Address: 1024 Yishun Industrial Park A #02-31 Singapore 768763 (Nearest MRT: Canberra MRT, Click here to view on Google Maps)
Operating Hours:
Mon-Fri: 11am – 7.30pm (Lunchtime 1.30-2.30pm)
Sat/Sun/Public Holidays: 11am – 6pm
Tel: +65 6257 2501 (WhatsApp Available)
Weavve Products On Display:
✓ Bedsheets ✓ Weighted Blankets ✓ Towels
Cash and Carry Available In-Store
Check out the rest of our showrooms here!
