the singapore marketer oct-dec’18
Interview with
Michelle Lai
Creative Director of MISCHA/ Managing Director Brandcap We speak to Michelle Lai, founder and Creative Director of MISCHA, a global brand known for its iconic hexagon print travel accessories, and Managing Director Asia of Brandcap, a new generation brand consultancy.
About 24
Michelle
Like many things in life, Michelle’s journey with building brands has been serendipitous and not without a spark of madness. After gaining a degree in Biomedical Sciences at Kings College London, Michelle began a career in education. However, it was not long before her passion for travel and creative pursuits lead her in a new direction. She launched her namesake brand MISCHA in 2008 and built it from scratch, setting up supply chain, distribution channels and brand strategy that would transform it from a wholesale to direct to consumer business. Michelle has featured in Forbes as “One of Asia’s handbag brands to have successfully gone global” among other notable magazines. Michelle has a long standing commitment to empowering women, expressed through her work with The Women’s Foundation and charities supporting girls education and Room to Read. 2018 was the the beginning of a new chapter with her heading up the Asia office for London based consultancy, Brandcap, bring her experience full circle.