y of like-minded artisans.  With a mission to foster information exchange and cross collaboration, Cain envisioned Boutique Fairs as more than just a marketplace; it’s a nurturing ground for budding businesses to flourish and evolve. Over the past two decades, Boutique Fairs Singapore has borne witness to the dynamic evolution of Singapore’s art and design scene.  In an exclusive interview, she told Inside Retail about the evolution of Boutique Fairs Singapore, the importance of community-building, observations on emerging trends, and her vision for the future of the fair. The fair According to Cain, she yearned for the direct interaction and dialogue with the public that she once enjoyed when she first arrived in Singapore and exhibited in galleries. Back in 2002, many of her expatriate colleagues had started small studio-based and design-led ventures. “As a staunch advocate for local design, I aspired to establish a platform where designers could present their collections and engage directly with customers,” she told Inside Retail. Furthermore, by conversing with customers, she said that brands can glean invaluable feedback about their designs and endeavours while also sharing their brand narratives. This ambition propelled her to launch Boutique Fairs Singapore. “When Boutique Fairs Singapore commenced in 2002, we had only 17 vendors at our inaugural location, the Fort Canning Centre. We formed a close-knit and highly supportive community of women who showcased their offerings and interacted with customers,” she added. The venue spanned approximately 300 sqm, hosting a one-day event. Despite the modest crowd, the atmosphere felt incredibly intimate and heartening. “Fast forward to today, we now host over 300 vendors spread across seven rooms, totaling 9060 sqm at the F1 Pit Building. We are happy to share that we receive between 25,000 to 30,000 visitors to our events, reflecting the tremendous growth and success of Boutique Fairs Singapore,” she noted. Trends and insights Cain said that there is a growing demand for unique and handcrafted products, so the team places a strong emphasis on sustainability and ethical consumption, which also resonates with its shoppers. “There are also many up-and-coming brands that embody eco-conscious values such as ethical sourcing and community building by providing support systems and opportunities to give back to those in need,” she added. Cain has also witnessed a surge in support for gender-neutral fashion and local brands from independent designers. These emerging trends reflect a shift in consumer behaviour, with more people gravitating towards brands that authentically express individuality. A success story that is dear to Cain’s heart would be Wūhaūs (formerly known as Ling Wu).  “Wūhaūs is a meticulously curated space where they design and assemble progressive, new and one-of-a-kind contemporary obsessions while embracing the beauty of sustainable living,” she said. Cain explained that the brand has grown from a local brand to one with a broad international presence. Before they had a physical showroom in Singapore, they had been with the Boutiques since 2016 and have been present at every edition ever since.  “Another success story is Tanchen studio which is a collaborative project between Sanchia Tan and Amber Chen. They focus on textiles as the basis of their practice, and take a process-based approach to design with a focus on new materials and tactility. They have a wide international network and have been with the Boutiques for five editions,” Cain elaborated. Challenges and opportunities One of the biggest challenges Cain faces is the shift towards online sales. Nonetheless, she strongly believes that people will always prefer an in-person interaction with brands, and her event provides a tangible space where customers can view the products firsthand and have a personalised, tactile shopping experience. “Meeting the designers in person further increases brand authenticity and credibility as they are able to provide product recommendations, answer questions on the spot and provide an interactive hands-on process during their customer journey,” she stressed. Cain aims to broaden the Boutiques’ regional footprint in order to enhance exposure for Singapore-based brands. Additionally, she wants to introduce exclusive international design labels to the fair. “Singapore is often the first entry point for international brands looking to establish an Apac foothold. We have an increasing number of international brand applicants because they want to use Boutiques to test their retail concepts and demand for key products,” she said. Interestingly, Cain has developed the Young Designers Showcase Grant that subsidises the cost to showcase at the event, in addition to supporting each recipient. “Through the interaction of this programme, we hope to encourage more fashion design students and mid-career switchers to pursue their dreams of owning their own labels,” she concluded.