Tria The Label: How 3 friends created a thriving Singapore fashion brand that started in their homes

It’s a tale as old as time – friends with a shared passion start a business together hoping that their bond and common goals can take it to the heights of success.

But while many of such businesses struggle to overcome differing opinions, competing ambitions or diverging paths, Tria The Label – which was founded by friends Sheralyn Tay, 42, Jassica Lee, 42, and PC Ng, 43, in 2016 – has continued to draw a following for their classic styles in carefully curated fabrics.

Childhood friends Lee and Tay met Ng at yoga class and the three bonded over their shared passion for fashion, which resulted in the creation of Tria The Label, named after the triangle-shaped constellation.

“We told ourselves if it works out, great. If not, we can say 'hey, we tried'. And most importantly, we agreed to always place our friendship above the business,” said Ng.

The idea for the label was first mooted by Lee who was regularly buying fabric on her travels and having them tailored into classic styles.

“Many times, my colleagues and friends would ask where they could buy these pieces. So, I started to buy a little more fabric and take pre-orders. It was quite fun but it was not something I could do on my own,” she explained.

She broached the idea of a fashion business with Ng and they roped in Tay, pulling together their various skillsets in finance, marketing and communications. Eight years on, they still juggle managing the brand with their full-time jobs – Lee works in private banking, Ng does marketing for a private bank and Tay is an editorial consultant.

A SLOW-FASHION APPROACH

Given the notoriously fickle nature of the fashion industry, it is laudable that Tria The Label has maintained its popularity amongst women. Tay explained that their pieces are designed from a consumer’s point of view, to take the modern woman from “boardroom to brunch”.

“Our customers are like us. Mostly, they are professional women who are looking for classic and versatile clothing that can be worn for all occasions – to the office, during weekends and on holidays,” stated Ng.

When they launched the brand, the trio adopted a cautious and practical approach to the business. Explained Tay: “We leaned into this small-scale approach. We started really small to test the market. We bought small amounts of fabric, designed pieces and sold them on a pre-order basis.”

This approach helped them manage stock and reduce waste and also juggle the business with their day jobs. She added that starting small was an advantage. “We could really drill into some of our key priorities and get them right first, like the quality of our fabrics, and the control over our small-batch production.”

Without any experience and training in fashion, they had to learn the intricacies of the trade from scratch. “Until today, we continue to learn and sometimes through trial and error. And this keeps us grounded. I must say we have been blessed to come to know entrepreneurs who inspire us and are open to sharing their knowledge with us,” said Ng.

To market the brand, they relied on word-of-mouth, social media and a strong online model. But with an online business, the customers could not get their exact sizing and fit so Tria held small trunk shows for customers to try the pieces and make pre-orders.

“We first started holding these trunk shows at Jassica’s house. We then rented various venues to accommodate more people. We also used to host fitting sessions at Sheralyn’s house.”

She cited COVID-19 as a challenge with the cancellation of collaborations and events. But the fact that they were already online made it easy for them to continue their business, and even grow. “We ended up doing many small capsules in 2020 – and maintained a strong momentum despite all the lockdowns.”

THE BUSINESS OF PUTTING THE FABRIC FIRST

“Fabric always comes first for us – we select fabrics that offer a little something extra – colour, pattern, texture; there is always something special in our selections. Good fabric means our pieces maintain their shape, last longer and have a more elevated look,” said Lee.

Their principles have remained the same over the years. “We still focus on fabric quality and we do not mass stock fabric, so each design run is usually quite limited,” stated Ng.

But the brand has also evolved. For instance, while they still take pre-orders, they also hold more “ready” stock. “It helps us better allocate our limited fabric stock to demand. It also allows us to accommodate for a greater range of sizes because we can match our fabric stock to sizing demand,” said Tay.

The label has also introduced accessories like belts and brooches. In 2022, the trio added a studio space to help them with engagement with customers who want to try the pieces and in January, they introduced a bigger studio.  

Their practical approach extends from the operations of the business to the pieces. “We are careful not to greenwash and claim we are a sustainable brand. However, we take a sustainable approach to the business operationally,"explained Tay.

"Our pre-order model cuts down on deadstock and waste, and we are seasonless in that we do not produce for producing’s sake to meet a fashion calendar. It would be more accurate to say we take a conscientious consumption approach,”

Their pieces are also made with a generous seam allowance so that they can be let out. The label also produces Studio Specials which are limited one-off pieces made from surplus and offcuts of fabrics from past collections. 

PRIORITISING FRIENDSHIP OVER FASHION

Tay fondly calls the label a passion project that “got out of hand”. The trio dedicate their weekends and free time to their business with Lee handling finances and fabric sourcing, Ng managing customer engagement and marketing, and Tay overseeing operations and communications.

“We also work on our designs together by collating different reference images, sketches and ideas,” said Lee. They work with their pattern maker and sewing team to bring the ideas to life and they personally try the designs and tweak them if needed. Said Tay, “Some of the most rewarding moments are when someone tells us they feel beautiful and confident in TRIA.”

How do they ensure that their friendship isn’t complicated by their business partnership? Explained Ng: “We knew there would inevitably be some disagreement and if we ever felt strongly about anything, we could veto a decision and discuss openly about things.”

She said that even their husbands were a little sceptical when they first started the business as all three of them are type-A individuals. But after eight strong years, both their friendship and the label have endured.