Building a fashion brand while managing two full-time jobs is not easy.
Yet behind the serene storefront of a local fashion brand in Mount Austin is the inspiring story of ST, a 26-year-old entrepreneur who wears multiple hats – handling logistics while simultaneously growing her minimalist fashion brand.
With sheer determination, ST has transformed Ohh Sunday. from a simple idea into a fashion boutique popular among locals. But her business didn’t start with a grand plan or a full-fledged business strategy. It was born out of exhaustion – carved from ST’s only day to herself.
The Unexpected Journey from Logistics to Fashion
Working in logistics meant long hours and a demanding schedule, leaving little time for anything else. ST worked six days a week, with only Sundays truly free – a day she looked forward to the most.
“Logistics can be taxing. I only had Sundays to myself. I got the name from lying on my bed, thinking about how much I looked forward to Sundays.”
That weekly sense of relief became the inspiration behind Ohh Sunday. She wanted her brand to capture that same feeling: effortless, timeless clothing that anyone can wear, any day of the week.
With that vision, she took the leap of faith. In 2020, while still working full-time, she started small by selling ready-to-wear pieces at pop-up markets and weekend events. She managed inventory, packed orders, and slowly built her brand all on her own.
As sales grew, so did the challenges. Her home was overflowing with inventory, so she decided to rent a unit for storage. But after months of engaging with customers in person, she saw an opportunity – why not turn the space into a physical store?
In 2022, Ohh Sunday. found a permanent home.
Yet just a week before opening, she faced an unexpected crisis that tested everything she had built.
The Challenges of Running a Business On Your Own
Running a retail business is already challenging with stock management, marketing, and daily operations to handle. But imagine doing all of that on your own, with no team to rely on.
ST was ready to welcome customers into her store until a water pump burst on a Friday night, causing plumbing issues that started from the bathroom drain and slowly leaked into the storeroom.
With no repairmen available that late, she had no choice but to wait until the next day to get it fixed. Although all her inventory was safe, the damage meant unexpected costs. With no investors or financial backup, she had to dip into her full-time salary to cover the repairs.
As she reflected on the experience, she admitted, “This is my first time opening a physical shop, so I had no experience. Now we learned that for a retail space, it’s best to avoid being near F&B shops because clogged pipes can be a common issue.”
But while managing operations alone was tough, one thing she didn’t struggle with was getting customers.
Building a Loyal Customer Base and Standing Out
Unlike many new businesses, getting customers wasn’t the hardest part for ST. People were drawn to Ohh Sunday. simply because it was something new. Passersby would stop by out of curiosity, and many became repeat customers.
But what truly set Ohh Sunday. apart was the quality and design of its clothing. Instead of following trends, she focused on versatility and practicality. Most of her pieces feature double-layered lining for comfort and durability, and one of the biggest selling points? The clothes don’t need ironing.
Word-of-mouth also played a huge role in Ohh Sunday.’s growth. Many customers loved the experience so much that they recommended it to their friends, creating a loyal community around the brand.
“Don’t Think, Just Do”
What keeps ST going is her simple but powerful mindset: don’t think, just do. As she puts it,“If you keep thinking, you cannot imagine things that haven’t happened. Do first, then solve it later.”
Starting a business will always come with uncertainties, but as ST’s journey shows, taking that first step is what truly matters. From a simple idea born out of exhaustion to a thriving store in Johor Bahru, she’s proven that success doesn’t require a perfect plan from the start – just the willingness to take the leap, learn from setbacks, and keep moving forward.
Watch the full interview below where ST shares her biggest lessons, challenges, and what it really takes to run a fashion boutique solo!
