Grace Ghee

Info

In 2016 at 17, I embarked on my first business venture, Anda, learning the essentials of product sourcing, brand development, and marketing through hands-on experience. 

Learning how to use Illustrator, Photoshop, InDesign to design everything myself. 
I founded Anda to fill a gap in the market I had personally experienced at 17. 

Before major brands like White Fox Boutique and Princess Polly existed, I saw an opportunity to create affordable and stylish 'going-out' tops and accessories.

 Despite early challenges with quality, I learned how to identify demand and create sellable products, growing the brand to generate over $1,000 in sales for our best-seller.
Planning the Instagram feed was more than aesthetics—it was about shaping the brand’s visual identity.

I have always seen Instagram as the front page of a brand’s story, a place where potential customers engage with your best work. 

My focus on Instagram as a strategic tool for promotion remains key to how I market products today.
In 2017, giveaways were a game-changer for building brand visibility and engagement. 

I leveraged collaborations with other brands and learnt how to deal with influencers to increase followers and drive product awareness. 

These strategic partnerships and marketing initiatives were pivotal in gaining traction and building a loyal customer base.
After growing Anda throughout my last two years of school, I made the strategic decision to wind it down, sell off the remaining inventory, and move on to my next entrepreneurial venture. 
I built my first eCommerce website on Shopify, taking full control of operations from designing the online store to managing inventory using Excel, which helped sharpen my digital and organisational skills.



When COVID forced everyone into lockdown, I saw an opportunity to create a brand that fit the times—comfortable loungewear for the new normal.

I borrowed $2,000 from my parents, used most of my savings, sourced a supplier through Aliababa, designed my branding, built another Shopify website and learned the complexities of importing goods. 
This was my first experience managing inventory, with my flat serving as the "warehouse" for my initial bulk order. 
The first photo shoot campaign emphasised the luxurious comfort and quality of our hoodies and sweatpants, showcasing their thick fabric and relaxed fit. 

The response was overwhelming, leading to a complete sell-out of the collection

2021
During Summer 2021, I successfully coordinated our first pop-up event to launch the Summer Collection, partnering with Goodlids and Vintage Threads. 

This collaboration not only highlighted our brand’s offerings but also provided a platform to engage directly with our audience, enhancing brand visibility and community connection. 
  
Strategies implemented that worked for Only if Club:  

  • Short-Form Video Content: With platforms like TikTok leading the charge, I capitalised on the demand for engaging short-form videos to showcase the versatility of our athleisure wear, using behind-the-scenes footage and styling tips to drive engagement and brand awareness.

  • UGC: Encouraged customers to share their own photos and videos in our products, leveraging authentic user-generated content as social proof, which helped build a strong community and fostered trust with potential customers.

  • Sustainability Focus: As consumers increasingly prioritised sustainability, I highlighted the ethical sourcing and high-quality materials of our products in our marketing campaigns, positioning Only If Club as a mindful choice for eco-conscious shoppers.

    • In 2021, leveraging the power of influencer marketing became crucial for our brand, so I coordinated product placements by sending samples to carefully selected influencers. 
    This initiative required strong networking skills and an understanding of audience engagement, as I assessed potential partnerships to ensure alignment with our brand values, ultimately driving awareness and boosting sales.
    The demand for our products skyrocketed, and I found myself balancing the excitement of growing sales with the challenges of packing orders. 

    During this time, I was also a full-time university student and worked part-time as a property manager, honing my time management and multitasking skills while ensuring each order was fulfilled accurately and efficiently.
    In 2023, a third shoot was planned. Staretgies implemented: 

  • Authenticity and Relatability: Our mid-2023 photoshoot captured genuine moments, aligning with the trend of consumers seeking authentic brand experiences over highly curated content.

  • Engaging Short-Form Video: We integrated behind-the-scenes footage and dynamic clips to leverage TikTok’s popularity, allowing us to connect with our audience in an engaging way.

  • Sustainable Fashion Focus: Highlighting the comfort and luxury of our apparel, we emphasized our commitment to ethical sourcing and production, responding to the growing consumer demand for sustainable fashion choices.



    • 2023
    Carried out a fourth photo shoot mid-2023.  Staretegies implemented: 

  • Omnichannel Marketing Strategy: In 2023, I adopted an omnichannel approach, seamlessly integrating social media, email marketing, and online ads to create cohesive campaigns that reached customers at various touchpoints, significantly boosting brand visibility and engagement.

  • Interactive Content: Leveraging the rise of interactive content, I implemented polls, quizzes, and shoppable posts on platforms like Instagram to enhance customer engagement and drive conversions, resulting in a notable increase in sales and a loyal customer base.

  • Data-Driven Insights: As the business evolved, I embraced analytics tools to track customer behavior and campaign performance, allowing for targeted marketing strategies that maximized ROI. This data-driven approach not only fueled the growth of Only If Club but also deepened my understanding of effective digital marketing strategies and customer preferences.
    • I ended up selling the business to a friend who decided to carry on with Only if Club. 

    May 2024, I launched Gracious after working on it for a year. 

    Gracious embodies kindness, femininity, and effortless style. She's chic, reliable, and always leaves a lasting impression with her grace and bright smile. Warm and soothing, she's fun without being loud, making everyone around her feel comfortable and uplifted.










































    Drawing from my own experience as a corporate professional, I identified a significant gap in the market for stylish, versatile workwear. 

    Gracious caters to women who value quality and professionalism in their attire, creating relatable content that resonates with their lifestyle while providing a seamless transition from office to casual settings.



    Launched Gracious Brew campaign, aligning with trends in wellness and self-care that resonate with our target demographic of corporate women.
    This increased engagement, strengthening our brand presence in the corporate fashion market and fostering a vibrant community of empowered women.
    Our marketing campaigns were crafted to resonate with corporate professionals, emphasising the versatility 
    of our clothing for both work and leisure.

    Analyzing engagement metrics allowed us to refine our content strategy continuously.


    Initiatives like 'Gracious Brew' encouraged user-generated content and community engagement, amplifying our brand reach and creating a dynamic customer experience
    TikTok's platform allowed us to share behind-the-scenes content and relatable moments

    By utilising trending formats and challenges, we increased engagement and built a vibrant community around Gracious  

    The authentic content created on TikTok flowed naturally into our Instagram presence
    Analysing audience interactions on TikTok provided valuable insights that informed our broader marketing strategy.
    How I planned this shoot:

  • Planned the shoot by researching fashion trends and social media influencers to resonate with our target audience.

  • Styled outfits to highlight versatility, proving they could transition from office to after-work engagements.

  • Partnered with a photographer to bring my creative vision to life, creating a cohesive and contemporary campaign

  • Communicated our brand message of confidence and empowerment in the workplace.

  • Increased interest and engagement by showcasing our pieces in an elevated context, fostering discussions around workwear fashion.

    • Projects: ❶ Anda Boutique (2018) ❷ Only if Club (2020) ❸ Gracious (2024)