[SG] 40-year-old tailor business finds new ways to market online

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Nisha’s father Mr David Nandwani started a small clothier business (@mysingaporetailor_mst) in 1980 along Orchard Road in Singapore, expanding the business over the years. She joined the family business in 2011, took over the business seven years later after her father had to step down and semi-retire due to ill health.

“We started off as a traditional brick-and-mortar business and then ventured into building a website, so overseas clients can make appointments and order garments. However, over the years, we realised that many of our customers prefer to visit our store to get measured and fitted by our expert tailors as tailoring is still very much a personalised service. You need experienced tailors to help you achieve the perfect fit in person,” shared Nisha.

Unfortunately this nature of business was a big challenge when Covid-19 hit. “Like any other traditional brick-and- mortar retail business, we were forced to temporarily shut our doors during Circuit Breaker and this meant zero revenue for us. Because we do not have an online shopping platform, we could not operate our business during this period. Even after reopening, business recovery was very slow as the economic and social conditions were still very uncertain,” said Nisha. She went to research on support packages by Enterprise Singapore and stumbled upon the CarouBiz Booster Package.

Impressed by the solutions provided by Carousell for businesses to digitalise, she signed up and set up her online business with the help of her client success manager. She said, “Carousell has definitely helped to increase awareness and exposure for my business, allowing me to reach my target customers. I have definitely seen an increase in customer enquiries and revenue after listing my products and services on Carousell. As we specialise in bespoke tailoring of formal clothing and wedding clothing, we are unable to list specific outfits but instead list our tailoring and alteration services. Customers who view my Carousell store can enquire and book appointments with us and also view our range of products before visiting us.” 

Having tried to digitalise her business twice over the years, Nisha’s advice for brick and mortar businesses is that building an online presence is extremely important for any business in today’s digital world. She said, “Invest in a good, informative, mobile-friendly website and leverage on social media and digital marketing strategies to drive traffic and engagement for your business. It is important to understand your target market and audience when digitalising your business. Customer support and service on digital platforms is also crucial for building brand trust.”