A Social Campaign featuring over 40 homegrown women-led businesses, raising funds for AWARE Singapore
Organised by CRIB Society and Makers Inc. Studio 

Jade Seah wearing TRIA The Label dress, JeannieRichard earrings, and Badt and Co shoes.

Giving Love To Local Businesses In Tough Times

The social media-led campaign features over 80 content creators, entrepreneurs, thought leaders, creatives, and diverse people across all walks of life, with the aim to inspire love and generate sales for our local designers and brands at this time. The aim is to encourage Singaporeans to shop local, and freely share their love for their favorite local labels on social media. 

Leia and Lauren wearing dresses from POCKET with rattan pieces from Momiji Kids, The Play Atelier dolls and wooden toys and Indigrow (A-Z book).

The campaign launches 1 December, where members of the public will be able to shop the looks worn in the campaign on www.crib.com.sg. In the spirit of giving this season, CRIB will also be donating 15% of all proceeds from the sale to AWARE Singapore. 

Oon Shu An wearing a dress from Kinquo and JeannieRichard earrings

“We invite everyone to shop and share their love for local! You don’t have to be an influencer with a large number of followers to share the brands they love. Whether you have 100 or 10,000 followers, we each have our own circle of influence that allows each of us to make an impact, however large or small.” says Tjin Lee, CEO and Co-founder of CRIB, a not-for-profit social enterprise that empowers women through entrepreneurship. 

Claire Jedrek and Charly wearing a dress from GOYA The Label, Elizabeth Little romper, Eden & Elie necklace, JeannieRichard earrings with toys from The Play Atelier, sunniers from Little Happy Haus, and rattan pram from Momiji Kid

This campaign encourages real people to share their authentic recommendations to friends and family, to support the homegrown brands they support. Whether it’s your favourite fashion or accessory brand, product, restaurant or business service, every dollar spent with our homegrown businesses circulates within the economy, and can help Singaporeans across all walks of life.

Tjin Lee and Melissa C. Koh wearing TRIA The Label dresses

“We can all help by sharing brands and businesses we love, using our own social media channels. We can all be brand ambassadors and we can all play a part in supporting local”, says Melissa C. Koh, founder of Makers Inc. Studio which shot and produced the campaign.

“2020 has been an exceptionally challenging year for women, especially for victims of domestic violence in Singapore. Helpline calls reached an all-time high during the circuit breaker lockdown, and many were unable to even find a safe space to make the calls for assistance. We are appreciative of efforts to raise funds and awareness for our vision and mission with initiatives such as #SGLoveLocal, by women’s groups and women-led local businesses, where the vulnerable women in our community may know that their sisters in Singapore care, and are behind what we do. While these are tough times for all, women truly are better together, when we all support each other.” says, Desiree Soh, Senior Executive, Fundraising.

Tracy Phillips wearing Baliza top and skirt, Eden & Elie earrings and Badt and Co Shoes

The campaign brings together over 40 female-led local brands and makers including accessories brand Eden & Elie and JeannieRichard, fashion brands including Minor Miracles, TRIA the Label and Binary Style, beauty brands including Sceptr Cosmetics, Clynn and Auolive, kids labels Little Happy Haus, Elisabeth Little and Momoji Kids, lifestyle brands such as The Paper Bunny, Bynd Artisan and eco-friendly Mama Shop and Urban Lil, which provided the backdrop and signage for the shoot.

The brands are supported by thought leaders, tastemakers, celebrities and content creators including Oon Shu Ann, Jade Seah, Goodstuph founder Pat Law, racecar driver Claire Jedrek, adorable twins Leia and Lauren, author Paige Parker, marquage artist Cherin Sim, society ladies Nina and Chloe Ng, Tan Min Li, Marilyn Lum, Karisa Sukamto, along with stalwart supporters of local businesses including Elim Chew, Dr Jade Kua, Tracy Phillips and Janice Koh.

About CRIB Society

CRIB Society is a not-for-profit social enterprise which aims to empower women through entrepreneurship. CRIB has a robust community of 300 members, with regular events and learning sessions to foster learning, networking, mentorship and connections.

About M.INC

Makers Inc. Studio (M.INC) is a boutique production house which endeavours to create impact through content and to help its clients grow through visual storytelling and social media awareness. M.INC’s involvement in the #SGLoveLocal movement is indicative of this young and upcoming creative team’s resolve to empower and give back to the local business scene.


AWARE is the leading women’s rights and gender equality group in Singapore.
AWARE believes in the rights of women and men to make informed and responsible choices about their lives and to have equal opportunities in education, marriage and employment, and in the right of women to control their own bodies, particularly with regard to sexual and reproductive rights.

AWARE is dedicated to removing gender-based barriers to allow individuals in Singapore to develop their potential to the fullest and realise their personal visions and hopes. We do through Research and advocacy, Education and training and Support services.

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