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64

Sauce Spy

“Hi I’m Nikki, not your typical

blogshop owner with a diploma in fashion design, but instead a professional working in the financial sphere, helping clients managing their wealth. Estee and I went to the same secondary girls’ school which trained us to be independent, strong-minded and we are both very happy to reunite to do this blogshop to spread our love for fashion to other like-minded girls. Other than work, play includes watching artsy movies, travelling and sailing.

August 2010


65

“Hi, I’m Estee Teo.

Currently 26 this year, working in a small FMCG company! My interests are reading, hanging out with friends, blog shopping and blogging @ esteeteo.com!

'Who That Gurl'

tells us who they are!

www.sauceink.com


66

BCBG-Inspired Passionated Dress (Self-manufactured) SGD5900 Flirty and adjustable butterfly straps, concealed back zip, subtle pleat details across the chest meeting a vertical fold to create a billowy romantic silhouette. Comes with full inner lining. A desirable chiffon number guaranteed to fire up that hot date.

August 2010


67

McQueen-Inspired Frilly Dress (Peachy-Pink) SGD3800 Time to snatch this classy, feminine McQueen-inspired piece that’s perfect for date night! This sleeveless, stretchable dress features layered ruffles in front and behind. Hidden zip at the side. Also available in black.

www.sauceink.com


68 In ten words (or so) describe who you are: Estee: Passionate and driven girl, seeking to live life to the fullest, everyday! Nikki: Driven, can be very serious during work but super candid when hanging out with friends. Straightforward, what you see is what you get.

Q: (Take 5 seconds to think and answer...) Which designer inspires you? Why? Estee: Herve Leger by Max Azria, because his designs capture the essence of what a modern day woman seeks to have – the freedom to be stylish and the allure of modern femininity. All his designs have the ability to sculpt a woman’s silhouette by emphasizing the right curves.

Nikki: We hope that in the next 5 years we will have attained a stable following of loyal customers who look forward to every collection release. They trust our brand and the quality, selection that we’ve put in so much effort to. Who knows, it may even lead to a brick and mortar in order to reach out to a greater audience? But we need your support in order to make that happen.

Nora Sunday Brunch Dress (Grey) SGD2900

Q: Tell us more about your personal style? Estee: Most of the time, I’m very casually dressed, but on nights out, I think the more vava-voom, the better. I like A-line dresses most of the time as they are very forgiving, and also like structured dresses when I’m at work. They look smart, are versatile and prevent you from looking over dressed. Nikki: I love dresses, all kinds! Be it work or play, you’ll almost definitely catch me in one, ranging from maxi (for weekends), structured (for work), bodycon (for party). I’d say mostly feminine and sometimes I’d pair it with some pearls for a touch of elegance.

Q: Where do you see WhoThatGurl and yourselves and what do you hope to achieve in 5 years time? Estee/Nikki: Currently, this is out little pet project that we’re doing just for us. It’s a good way for us to learn the essentials of an entrepreneurial experience, plus allows us to paint smiles on the faces of our many satisfied customers. We’ll continue doing this as long as we’re having fun and people continue supporting us!

August 2010

Scoop-neck dress with stitched patterns at collar portion in front and behind. Elevate this casual style with high heels and a statement clutch. Who says you can’t look good on a lazy Sunday afternoon? Also available in orange.


69

DVF-Inspired SGD5900 We already know that every girl needs a little black dress, the new word in town says that every modern day girl needs a wrap dress. Who is better credited for popularising the wrap dress as a wardrobe staple than the beloved Diane von Furstenberg? Tie it in front, tie it at the side, or behind! It's entirely up to you!

www.sauceink.com


70

Flirty is Back (Cream) SGD4200 Ruched cap sleeves. 2-inch band at waist. Same slightlystretchable wool-felt material as the previous Flirty, so it accentuates the right places. Also available in black.

August 2010


71

Flirty is Back (Grey) SGD4200

www.sauceink.com


72 Q: Why (set up a blogshop), when (was this decided), where (were you girls when the decision was made) and how did (the name) WhoThatGurl?

Q: When you girls first started the blogshop, which group of audience were you targetting? And the reality check says...?

Estee/Nikki: We were tired of buying SGD500 dresses which were over priced due to its brand name. We decided that we could pick and manufacture our own pieces with great quality, and make it more affordable for girls like us.

Estee/Nikki: Females between the age of 21-35. The designs we seem to pick out attract the girls who have just embarked on their careers. Most of our shoppers are over 21 years old and many of them are working as professionals.

The blogshop was born in April 2010 and we launched our first collection in May 2010 on Jipaban. This idea came up over dinner when we were just lamenting on how much money we were spending frivolously in brick and mortar stores and we both decided, hey why not? WhoThatGurl was made up on the fly, and its kinda what you say when you see a hot girl with a to die for dress walk by, heads turn and someone asks “Who that girl?”

Q: What is the most challenging part about running your own blogshop?

Q: What makes WhoThatGurl different from the rest of the blogshops?

Nikki: Definitely the challenge to juggle my work which demands long hours as well as WhoThatGurl. Timeliness in responding to clients’ queries. But we have learned to work as a team and trust is of utmost importance in a partnership.

Estee: Our pieces are of high quality and the materials and design of our manufactured pieces are handpicked by us! Nikki: Our superior quality and selection of clothes are the results of hours poured in with our customers in mind, meaning we only sell dresses that we would personally wear. No giant shoulder pads, harem pants, no squeezing into size6s that would hardly fit a real woman past her teens.

Q: How do you pick your collection? Any self-designed pieces? Estee: We like to offer a good mix of clothes, as well as casual wear. Watch out for more manufactured pieces out next launch. Nikki: First and foremost, the clothes have to be of good quality, it must not compromise comfort for looks (and vice versa). We pay a lot of emphasis on the selection of materials to ensure a luxe look/ feel, nothing that people would imagine you could have bought off a blogshop. Going forward we’ll do more self-designed pieces in addition to the inspired dresses we’ve had so far.

August 2010

Estee: Having the stamina to work the week nights and weekends away to ensure all our customers are satisfied. We didn’t know it would be so time consuming initially! Also, working well with my partner Nikki, and ensuring that we share the same vision and passion!


73

Banana RepublicInspired Drawstring Dress SGD4000 Simplicity at its best, this Banana Republic-inspired Drawstring Dress comes in a unique shade of blue. Made with a soft silk-like material. Pair it with heels for a night out about town or with gladiator sandals for a casual Sunday afternoon out. Features twisted shoulder straps, an open V-neck and adjustable drawstrings at the waist.

Q: Last words? Estee: 2 girls, 1 blogshop. Our dream? To fulfil yours. Nikki: Thank you for all our customers’ support so far, your encouraging words and repeat visits mean the world to us and we will work harder to bring the best to you. For all of you who have not visited us, we’ll be delighted if you could drop by www. jipaban.com.sg/store/whothatgurl and join our mailing list, we’ll notify you once our own site is up and running!

www.sauceink.com


SauceINK WTG Feature (Sep10)