Believe in the power of community. On some days when you feel big goals are impossible, or when you feel like giving up, you need to lean on your like-minded community. You can even “borrow” motivation, and in turn “return” with your own inspiring stories to pay it forward.

In this special column called the “TLC x Fempreneurs Series”, we will be featuring inspiring Female Entrepreneurs (Fempreneurs) in short. You will be able to have a sneak peek at their mindsets and their daily habits.

Meet Pamela Goi

When online shopping first got popular, many ladies would purchase their apparels from blogshops. Tracyeinny was one of favored trendy choices among ladies. Meet the co-founder of Tracyeinny, Pamela Goi, and find out how she adapts her business to the ever-changing dynamics of the fashion industry.

Pamela Goi, Jeannie Pang, Tracyeinny, Bishan Junction 8Tell us a little about yourself.

Hi, I am Pamela. I founded Tracyeinny with my cousin, Jeannie. We have a physical retail store at Bishan Junction 8 as well as an online platform www.tracyeinny.com.sg. Our target audience have shifted to mothers who mostly have their hands full with their children and work, and is looking for a fuss free, easy to wear and comfortable apparels. We also have a CURVE section that is suitable for customers who are UK12 – UK14.

What got you started on your business? 

I started Tracyeinny during my University days for the love of fashion and to earn extra pocket money. Livejournals were the rage in 2012 and we like the feeling of launching weekly and having our supporters camping at the computers, waiting to click on their favourite items.

What were some difficulties you faced in your life and how did you overcome them?

We opened 5 retail stores in Singapore within 2 years during the period of 2013 – 2015. In addition to having an online platform, 5 stores proved to be overwhelming to manage and we made an executive decision to close all stores, except for the one at Bishan Junction 8. We are now left with 1 retail store and the online platform.

We also re-aligned our target audience to the mummies market, which we both felt that it was neglected in the online fast fashion in Singapore today. Most online fast fashion stores focused on maternity wear, and we wanted to come in and bring in versatile and fuss free apparels that mummies can put on and still look good! We may be adding on a maternity selection later this year to our range, on top of the CURVE section to help cover more aspects of motherhood. Twinning and kids wear are also in the thought process.

We are currently in production of mummy-and-child twinning camo cloth mask which is very sought after by our customers. We cannot wait to launch that in mid May.

Tracyeinny, Bishan Junction 8Do you have any word of advice for other ladies who are starting their business / starting to pursue their dream?

Don’t spread yourself too thin. Always find people with different strengths from you so that you can learn from each other along the way.

How do you think you can help ladies to feel confident and empowered?

Through Tracyeinny, I want to reach out to mummies out there, and dress them to look their best self again. Through our #tracyeinnygirls who are mummy influencers in Singapore, I want to show all women that you can also still look good as a mum, and that there are other mummies who are like you, sometimes feeling overwhelmed in their job as a mother / wife / half a breadwinner. I think women are so amazing and strong these days, and not enough focus is given to them. Through Tracyeinny, we want to give back this focus to them and tell them that they are not alone.

No wonder, Mothers’ Day is so celebrated every year 🙂


What excites you most about your industry? 

Meeting new customers and new personalities. I am thankful to be able to grow and learn from them.

Who inspires you?

Jeannie my cousin/ partner. She works doubly hard as she is a mother of 2. She also inspires me and our brand to grow in faith with God.

TracyeinnyWhat is one thing you are grateful for?

Being a child of God and having values of Christianity to guide me and encourage me and my partner during hard times.

What is your vision / personal motto? 

You drown not by falling into a river, but by staying submerged in it.
– Paulo Coelho

TracyeinnyWhat have you learnt recently that you hope the other ladies can take back?

One step at a time, even if it’s baby steps and don’t be afraid to try new things.

What do you do in your free time as self care? How do you unwind?

Watching Netflix and hanging out with my friends.

TracyeinnyLet us know more about what you do!

Tracyeinny produces fuss free and versatile apparels weekly and we strive to make motherhood a little more exciting with our collections. One of our popular print is CAMO and it is a big hit with alot of our customers today.

Connect with Tracyeinny!

Website: www.tracyeinny.com.sg
Instagram: https://www.instagram.com/tracyeinny
Facebook: https://www.facebook.com/tracyeinny

Retail Store
Bishan Junction 8

Exclusive Promo Code For The Ladies Cue

Enjoy 15% storewide using promo code “tracyeinny15%” when you shop at Tracyeinny from now till 15 June 2020. No minimum purchase. Happy shopping!

Are you a Fempreneur too?

Connect with us – we’d love to feature you! Say hi to us at [email protected] or reach out to us via our social media.

Read TLC x Fempreneur Series:

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