He had been in the industry for 14 years and decided it was time for a break. Although he initially enjoyed the well-deserved rest, boredom kicked in.
Tan, who was 35 years old then, realised one thing: “I was too young to retire,” he told FMT.
His wife, Melisa Lim suggested he start a fashion-related business, knowing that fashion was his true passion.
“I was hesitant because I was not a risk taker. And when you start a business, you don’t know for sure if you’ll make it.”
But Lim, who ran her own business called “Summer by Aisha” selling mainly swimwear, was convinced her husband could do it.
“So, I thought: okay, either I do or die. Eventually, I decided to go for it,” recalled the 39-year-old Tan.
So, he started a pop-up outlet at The LINC, KL, naming it BinaSinar. “In the Malay language, ‘bina’ means build and ‘sinar’ means shine. So, my plan was to build my business and make it shine and grow.”
He started by selling kimonos as he was intrigued by the apparel after a visit to Japan. But sales were not as constant as he hoped.
“How often can a person wear a kimono? It’s not daily, casual wear.”
Then, he remembered something else he saw there: the traditional Japanese “yukata”.
“It’s actually like a casual version of a kimono, and you can wear it as a pullover,” he shared, adding that it’s also unisex.
Convinced of its appeal in Malaysia, he worked with a team of designers and a factory to manufacture them.
His hunch proved right, and customers loved the yukata as it was made from cotton, and was both comfortable and stylish.
Next, Tan introduced a variety of other tie-dye cotton apparel – dresses for women, unisex T-shirts and pants, as well as T-shirts for children.
The next stylish step forward
All was going well for Tan until he had to make another risky choice. The contract for his pop-up booth was about to end, and Tan had to decide if he wanted a permanent outlet at the mall that came with a higher rent but better visibility.
“I had already built a brand and had regular customers, so I decided to go for it,” he said. In August 2019, he moved to a new location on a different floor of the mall.
Besides selling apparel here, he started a kiosk called “Secawan Sepiring”, offering a variety of food such as nasi lemak and fried noodles as well as beverages.
This was based on an observation he made about his customers. “When a couple came in together, the husband or boyfriend were usually not keen on shopping and preferred to wait outside.”
Not wanting to keep their partners waiting too long, some women cut their shopping time short, which Tan described as “lost opportunities”.
His kiosk, therefore, was a win-win solution: the men enjoyed a cuppa while the women shopped to their heart’s content!
The unexpected happens
Unfortunately, less than a year later, the pandemic hit. Like many non-essential business owners, Tan had to shut the apparel section of his shop.
Thankfully, he could still operate Secawan Sepiring, which helped to tide him over during the lockdown and enabled him to retain his four employees.
As a source of additional income, he worked as a business consultant for new entrepreneurs.
A timely lifeline came in the form of Persatuan Pembangunan Artisans, a NGO that helps local artisans promote their business via an online platform, physical stores, and pop-up events in the Klang Valley.
He said he was immensely grateful for their assistance in increasing awareness about his brand. “That’s how I survived to a certain extent.”
These days, besides yukata and tie-dye apparel, Tan also has an adorable range of kimonos for kids, which he introduced last year.
He also collaborates with other brands, marketing their kaftan dresses and accessories.
Tan has indeed come a long way but said that he has no regrets, especially since the journey taught him something important: “[Throughout every challenge], just keep persevering.”
Follow BinaSinar on Facebook and Instagram. For more information on Persatuan Pembangunan Artisans, visit their website or WhatsApp 014-636 1535.
BinaSinar
Lot 1-15, Level 1
The Linc KL
360, Jalan Tun Razak
Taman U-Thant
50400 Kuala Lumpur
Opening hours:
- 9.30am to 9pm (Mondays to Thursdays)
- 9.30am to 9.30pm (Fridays to Sundays)
Read more PPA stories and get to know its artisans here.