Successful entrepreneurship

Over 21 years, 77th Street which entered the street wear fashion is now the most popular street wear amongst the young and trendy Singaporeans. Elim Chew, founded 77th Street in 1988, with a small and humble retail outlet in Far East Plaza. Having an eye for fashion and accessories, Elim and her sister, Sulim started sourcing for trendy items from UK. It was from then, the business prospered to what it is today.

With 14 outlets all over Singapore and a handful in China and Malaysia, Elim has established a name for 77th Street for typically ones aged between 12 and 35.

Being a homegrown brand, Elim which is a volunteer at City Harvest Community Services Association serves the community by offering job placement at her outlets, as well as, mentoring and counselling to those who needs it.

She who won achievements include being named the "Most Promising Woman Entrepreneur" by The Association of Small and Medium Enterprises (ASME) in 2001; winning the "Mont Blanc Businesswomen Award" in 2002; and most recently, being awarded the "Young Woman Achiever Award" by Her World. Also, delivers talks on entrepreneurship at primary, secondary, tertiary institutions and various business organizations, reaching out to 50,000 students per year.

When asked about plans for 77th Street future, she coyly said, "We are already in negotiation with several parties. If successful you will hear some announcements pretty soon."

How 77th Street Did It
• Created a winning concept locally and brought it to new overseas market.
• Penetrated new markets through partnerships with local companies.
• Did thorough market research to establish networks and find knowledgeable local partners

Practical Tips
• Dare to lead and be different, even in overseas markets.
• Plan realistically and achieve target plan.
• Choose partners very carefully; know who you are in business with.
• Know that methods and plans vary from country to country.

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