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Insomniac x Beixin Lee, owner of Whimsical Alley

Lee Beixin, a Year 2 Sociology major, owns an up-and-coming blogshop called Whimsical Alley. Ting Shi Min catches up with her to find out what it’s like to be running a blogshop.

Like many female students of FASS, Beixin is a frequent visitor of blogshops. However, instead of remaining a shopper, she made the decision to set up one of her own. Her huge interest in fashion, coupled by encouragement from her friends and family, propelled her to take this leap. Whimsical Alley has since been successfully garnering sales via publicity on its Facebook page. However, success doesn’t come easy.

Beixin had to personally model for her apparel when she first started out. She was only able to engage other models when her business grew. While owning a blogshop may make her feel like a boss, there are certain behind-the-scenes aspects that are less than glamorous. She recalls her gruesome experiences with outdoor photo-shoots.

I’m always really sweaty because I’m carrying huge bags of clothes around while looking for pretty places

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to shoot at, and while also directing the photo-shoot under the hot sun!

However, it’s all worth the blood, sweat and tears (well, minus the blood and tears)

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when she sees how her customers love wearing the clothes she specially picks out for Whimsical Alley. Getting to meet new people, such as customers and event organisers, adds to the excitement as well.

Needless to say, juggling between schoolwork and her blogshop has left Beixin with little space to breathe. Despite this, running a blogshop has always been her dream and it has taught her many things that one simply cannot learn in a classroom.

I’ve learned to become very patient because patience is crucial in my trade, especially when dealing with difficult customers. I used to be really indecisive, but now I’m a lot better at making good decisions on my own because I’m trained to make decisions for Whimsical Alley almost every single day!

On her plans for the future, Beixin hopes to pioneer a label and start manufacturing her own designs. She also has plans to move her blogshop to a dot com and if possible, have a brick and mortar store as well.

On a lighter note, we managed to suss out some useful fashion tips from her by asking her a few questions.

  • What do you think makes or breaks an outfit?

Shoes! I think we’ve all seen people in school or on the streets with pretty clothes matched with awful shoes. For example, a feminine chiffon dress paired

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with sports shoes. It ruins the whole outfit and is a definite no-no! With the right pair of shoes though, an outfit can really shine.

  • What are 3 basic items in your wardrobe that you can’t live without?

Shorts! I’m almost always seen in shorts because they’re so comfortable and they go with anything. Cardigans and solid coloured spaghetti tops are items I definitely cannot live without as well. They’re really great to mix and match!

  • What are some of your favourite brands to shop at?

I hardly shop at any brands nowadays simply because I have too many clothes from Whimsical Alley! I do love browsing ASOS and Topshop though.

Look out for her upcoming collection, Spring Fling (ii), at!

Comments ( 2 )

Have Something To Say ?

  1. Grammar Nazi April 5, 2012 Reply

    Apparel* not apparelS

    • insomd April 5, 2012 Reply

      thanks for the correction grammar nazi (: we apologise for the oversight.

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