By-appointment shopping in Singapore: How it works and which stores to check out

Do you even know how to shop physically and in-person anymore? I know people who no longer step into a mall or a store because it's so easy to get everything you need with a few clicks online, from groceries and essentials to beauty products, luxury goods and plants. 

But there is beauty in touching, browsing, and feeling things. In an era dominated by online marketplaces and expedited shipping, and where regular in-person retail can be a bit meh, perhaps it’s time to explore an alternative: By-appointment shopping.

It’s the polar opposite of faceless adding-to-cart – you make an appointment with a store, and for a glorious half an hour to a few hours, you get the undivided attention of a product expert, who is an actual human being who can answer all your questions, bring you curated items and advise on the most suitable styles. No need to fight other customers for service or changing rooms – you’ll be the only VIP in the shop.

Of course, it’s not all pros. The cons include the debilitating pressure to purchase something, anything, especially since the brand has essentially closed off its shop for you and are serving no other customers while they tend to you.

As someone who feels bad when I try on something in a shop and ask a couple of questions but do not end up buying, I will definitely, either out of guilt or because I actually love the goods, not go home empty-handed after a by-appointment shopping session. And more often than not, by-appointment shopping customers trot out with multiple purchases, floating on cloud nine. 

There’s a good reason for this. I remember my first by-appointment shopping experience. It was with a store with stuff I really liked. So I went in already 80 per cent ready to blow some cash. Throw in personalised recommendations, style advice, plenty of ego-stroking by the brand owner about how amazing I looked in everything, and of course I bought. A lot.

And the brand owners we spoke to for this story report the same situation. If a customer were to take the time to make an appointment and physically turn up at the store, chances are they are already looking to spend.

Here are some places you can go in Singapore to get your special by-appointment treatment.

FABRA INC: PLUS SIZE BRAS AND EXPERT ADVICE 

Denise Pang, who runs Fabra Inc, a bra shop specialising in plus size bras, used to have a walk-in retail space at Far East Plaza. But within a few months, she switched to a by-appointment only system, as she was getting a lot of unwanted attention.

“Because of what I sell, I had a lot of weird walk-ins. I did a Facebook Live, and there were a lot of men hanging outside my shop.” She had the Far East Plaza store for one and a half years, then moved to an office space in Clarke Quay, before settling in an 800 sq ft basement space in her family home in Braddell.

There are two fitting rooms, and Pang says she sees one to two customers a day, who mostly come for her large collection of plus size bras, and lingerie from American and Australian brands, as these carry bigger sizes. She stocks thousands of bras, with sizes from 32A to 54DDD and 50G. The average price is S$30.

“There’s no one else in Singapore with a physical space specialising in plus size bras,” said Pang. “A lot of plus-size women here don’t know their size, as they don’t have many options. They are usually wearing the wrong size, so the first visit is always a big deal. I do a quick measurement, ask for their preferences for materials and cuts, then pull 15 to 20 bras for them to try.”

Her customers, of which 70 per cent are regulars, very seldom walk out without buying anything, and on average, purchase four to six pieces. She also sells online on her website. The by-appointment system works well for her, and she said, “Customers appreciate the personalised service and privacy. When I used to do walk-ins, I would serve people for one to two hours, and they’d walk out without buying anything. It was frustrating. But my by-appointment customers are committed to buying – in fact, those who are plus-sized are quite desperate to buy.”

Make appointments at https://fabrainc.com/products/fabra-fitting-session. 

JAMCO OPTICAL: PERSONALISED EYECARE

For more than 50 years, this East-side optical shop has been serving customers in the basement of Katong Shopping Center. According to the company director Bryan Chin, Jamco pivoted to a by-appointment system during the pandemic, and has kept to it even after, as its shop spaces are small and they are often shorthanded.

With the company growing over the years, it now has four shops all next to one another. According to Chin, 90 per cent of their customers make an appointment before dropping by.

“This allows them to have undisrupted eye checkups, and to be able to see our entire collection. Choosing eyewear takes time, as you need to make sure the frames fit well, and look good. The appointment system lets us spend more time with customers and give them proper attention.”

Jamco sees six to seven appointments a day on weekdays and 12 to 15 on weekends. And they are totally cool if you don’t end up buying, though 70 to 80 per cent do. “It’s not frustrating at all,” said Chin. “It's important that customers have time to browse, and not everyone can make decisions on the spot. Our collection is huge and we also need time for eye checks and to adjust frames.”

Jamco accepts walk-ins, but if appointments happen to be full at that point, customers would have to come back another time.

Make appointments by calling 6345 9519. More info at https://www.jamcooptical.com/.

YUMI ACTIVE: YOGA WEAR AND FLEXIBILITY 

If you want personalised and undivided attention from local activewear brand Yumi Active’s founder Diana Chang or her staff, you’d have to make an appointment on weekdays from 6.30pm to 8pm, or on Saturdays from 10am to 5pm. Otherwise, you can still walk into her shop from 11am to 6.30pm on weekdays, no appointment needed.
 

Chang decided on a partial by-appointment system to give herself and her staff more flexibility, as walk-ins on weekday evenings and Saturdays can be quite sporadic. “Instead of having staff sit in the shop the whole day when there are only a few customers, I’d rather they spend time at home or with their families.

Because her retail space at a commercial building in Eunos is open for walk-ins during regular hours, and her brand is also stocked at Takashimaya, Isetan Scotts and Design Orchard, among others, as well as online, demand for by-appointment shopping is low, unless it’s sale season.

“We want to manage crowds, so during sale time, we don’t do any walk-ins, and everything is by appointment. We’re usually packed with appointments then,” said Chang.

During non-sale time, those who make appointments to shop tend to be regular customers who prefer to go directly to Chang’s store, where you can find the full collection, instead of to the stockists. There are also those new to the brand who live in the east, who find it more convenient to shop near where they live, and to ask questions about fit and design. 

With the appointment system, customers can indicate the products they are interested in on a form online, so that Chang and her team can set aside certain pieces before they turn up.

“They walk in, and we are waiting for them with the products they like, and we greet them by name. There’s more time to try the items and understand the products. It just feels more personal. Often, customers walk away with things they didn’t plan to buy, such as accessories like mats, towels and bottles.” 

Of course, most of them do end up buying – usually at least three items. “We never make customers feel bad or intimidated,” said Chang. “We want to build long-term relationships.”

Make appointments at https://www.picktime.com/yumiactive.

EUNIQYOU: AFFORDABLE DEMI-FINE JEWELLERY 

Fancy being able to bring a cocktail dress or special occasion gown to the jewellery store so you can get advice on picking the perfect necklace or earrings that do your entire fit justice? Give Eunice Tan of local jewellery label EuniqYou a call.
 

While she retails via her website, and is stocked at several stores in Singapore, namely Design Orchard, The AC Boutique, WhiteTree and Yenidraws & Friends, Tan also has her own studio, which showcases her full jewellery collection.

She conducts workshops and one-on-one personalised shopping sessions there, and offers additional services such as custom designs, engraving, repairs, and the option to engage a colour analyst.

“Before the session, I will contact the customers to understand their main objectives,” said Tan. “During the appointment, I ask for their or their gift recipient’s preferences, style and specific requirements. Customers often arrive with a design in mind and try on pieces to gauge their look and feel. If they’re seeking pieces to complement a dress, I will encourage them to bring the dress. I offer guidance on styling and accessorising, ensuring that the pieces enhance their personal style.”
 

Using a by-appointment system allows Tan to manage her schedule more effectively, and provide dedicated attention to each customer. As she’s stocked at several stores here, she hosts personalised sessions only sporadically, with one to two appointments per week during gifting seasons.

“While I appreciate the intimate experience it offers, I've also observed that some customers may feel pressured to make a purchase on the spot," shared Tan.

“So no, they don't usually leave empty-handed, but should I experience that, it is also perfectly fine as I can always follow up to check if they require further assistance. I truly enjoy the conversations and connections I have with customers who visit my studio. It's an invaluable opportunity to engage with them in person, which is something that I don't get to do as much via online channels.”

Make appointments at https://euniqyou.com/bookings/. 

THE REOUTFITTER SHOP: PRELOVED DESIGNER AND VINTAGE APPAREL

If there’s one thing about making an appointment, turning up physically and trying on items to make sure you love them, it’s that it makes you more mindful about what you’re splashing moolah on.
 

It’s something close to styling consultant and The Reoutfitter Shop founder Sera Murphy’s heart, as she started her brand in 2021 as a way to sell her styling clientele's gently-used designer, premium, cult and vintage label apparel, in a bid to promote fashion that was more circular and less wasteful.

“Because there is the step of making the appointment, I do think it limits the ‘panic shopping’ that so many of us do, which is when you think you urgently need something when you could in fact just rewear what you already have in your wardrobe, said Murphy.

“But our challenge is also that people don’t have a ‘preloved first’ mentality. We’re hopeful the positive shopping experience with preloved clothing will change minds about how fun and efficient shopping for clothes can be!”

For a niche business like Murphy’s, the by-appointment system, where customers can book a time slot to try on clothing, works wonders, as “realistically, finding staff to physically be at a store for a set amount of hours without guaranteed traffic is very difficult”.

It gives Murphy – who has two young kids she wants to spend time with – and her employees some flexibility. They host one to six appointments per week. Customers can also shop at their online store. 

Dealing in preloved and vintage clothing does present some limitations, which is that even when customers make an appointment and are keen to buy, they may not necessarily find the right piece in the right size.

Shared Murphy: “It is totally okay not to buy, because I genuinely believe that you shouldn’t buy clothes you don’t need or really love. That’s a specific challenge to preloved because we don’t have all sizes and styles in every garment, so sometimes customers leave empty-handed. But we’ve hopefully made a positive connection, and they’ll consider us in the future when we do have something for their specific need.”

Make appointments at https://www.thereoutfitter.com/.