This NUS Grad Has A Imaginative and prescient For An Inclusive World So She Made Sunnies That Goal To Match All Faces

This NUS Grad Has A Vision For An Inclusive World

Caitlyn Lim Aiting, a younger economics graduate from the Nationwide College of Singapore (NUS), grew up in an entrepreneurial family.

Each her mother and father have began their very own companies — her father operates a baggage trade in Vietnam, and her mom used to run a vogue attire outlet in Orchard Highway. Now, she’s following of their footsteps.

She has since mixed her love for vogue and imaginative and prescient for an inclusive world to launch a sun shades enterprise that promotes the celebration of variety.

A self-professed fashionista, the 24-year-old tends to precise herself via vogue, from how she types her garments all the way down to the color of her hair.

She can be somebody who may be very delicate to the plight of minority teams round her. So long as she might keep in mind, she has at all times championed for the rights of the marginalised neighborhood, together with the LGBTQ (lesbian, homosexual, bisexual, transgender and queer) group. 

“It is rather vital we settle for that everyone shouldn’t be the identical, and that we should always embrace and have a good time variety, as an alternative of bullying these in contrast to us,” mentioned Caitlyn.

“My technology, Gen Z, is extra socially and environmentally acutely aware than the earlier generations. We wish to do enterprise and to purchase merchandise that promote the values that we imagine in.”

That is why she began Twistrek, a new-generation, enjoyable and futuristic sun shades model that targets a youthful viewers dedicated to help social inclusion.

I begin with eyewear as a result of there may be an outdated saying that goes “eyes are the home windows to the soul”. We understand the world in a different way via our ideas, emotions and perception programs. Therefore, no matter we mission and see via our eyes are a mirrored image of what’s going on in our soul.

I hope to make use of Twistrek sun shades as a platform to provoke change on the soul-level. It’s an eyewear model that matches faces throughout races. The product in itself is a celebration of variety and inclusivity, thus altering beliefs of 1 buyer and one soul at a time.

-Caitlyn Lim Aiting, founding father of Twistrek

Becoming Faces Throughout All Races

Caitlyn Lim, founding father of Twistrek / Picture Credit score: Caitlyn Lim

Caitlyn had noticed a evident hole within the eyewear trade: most vogue sun shades out there are designed for Caucasian facial options, reminiscent of the next nostril bridge and pointed face.

Rising up, she realised that quite a lot of eyewear didn’t match her flat nostril bridge and wider face body.

Collectively together with her three associates — Jessica Ho, an artwork director from Singapore; Larabella Myers from Italy/United Kingdom; and Matej Majesky from Slovakia/Germany — they performed focus teams throughout completely different international locations to grasp the general public opinion round sun shades.

Their analysis revealed that individuals with larger nostril bridge have completely different ache factors than these with decrease nostril bridge. 

Additionally they discovered that the issue of sun shades shouldn’t be solely about consolation, however about type as effectively.

For the reason that current choices in the marketplace may be fairly boring and outdated, they wished to usher in a brand new, enjoyable, futuristic type that transcends racial, political, and socio-economic traces. 

“We wish to design modern, snug, and becoming sun shades for all,” mentioned Caitlyn.

Challenges As a Younger Bootstrapping Firm

Twistrek was integrated in 2019 — proper after Caitlyn’s commencement — they usually have been bootstrapping since.

Because the founding father of the corporate, she bears the only real accountability of elevating funds for the corporate to get the enterprise working. She needed to train tuition on the aspect to make ends meet, and all her different crew members maintain different jobs whereas constructing the corporate alongside her.

To this point, she has forked out round S$20,000 and plans to speculate one other S$30,000 later this yr.

Caitlyn additionally needed to study every part about eyewear from scratch — she began with zero data about sun shades, or how one can design and produce them. 

In truth, not one of the crew members possess any design or technical experience to design the perfect sun shades’ styles and sizes for consolation and elegance.

That is why they onboarded an professional advisor — somebody who has customised nostril pads for eyewear for many years — onboard to verify they’re heading in the right direction.

twistrek sunglassesTwistrek’s vary of eyewear / Picture Credit score: Twistrek

To provide you with a product market match, Caitlyn visited optometrists and eyewear outlets, speaking to completely different folks for hours. She additionally purchased completely different manufacturers to match and measure them, consulted completely different consultants within the trade, in addition to performed varied market analysis and surveys.

Her groundwork didn’t simply finish there.

Caitlyn additionally researched the eyewear provide chain trade and contacted completely different factories and suppliers to decide on the proper accomplice. She made it a degree to decide on a socially and environmentally sustainable provider in Vietnam that cares in regards to the socio-environmental accountability of its materials. 

They’ve since utilized to be an authorized B-Company firm. B Company is a certification that meets the best requirements of verified social and environmental efficiency, transparency, and accountability. 

There isn’t any stability while you begin your individual firm. You outline your individual success.

It’s a must to dare to take dangers and to not be afraid of failure. Failure is just one other lesson learnt, so you need to be keen to fail and study each single day.

-Caitlyn Lim Aiting, founding father of Twistrek

Catered For Acutely aware Millennials and Gen Z

Regardless of being integrated in 2019, Twistrek’s vary of eyewear was solely launched in June 2020, on the peak of the Covid-19 outbreak.

One key problem that the pandemic has caused is the manufacturing delay in Vietnam, and that is exacerbated by the truth that the crew couldn’t fly there to hurry up manufacturing.

twistrek sunglassesNew Age Magnificence (left) and Cyberpunk (proper) / Picture Credit score: Twistrek

Regardless, Twistrek at present has two collections on the market: New Age Magnificence and Cyberpunk, with costs that vary from US$25 to US$40 (S$33 to $53)

True to their imaginative and prescient and mission assertion, Twistrek’s sun shades are daring, completely different, enjoyable and related throughout completely different teams and identities.

In response to Caityln, prospects’ response has been constructive up to now. She added that Twistrek sun shades get essentially the most traction in america and Singapore, with most purchases coming from youthful millennial and older Gen Z demographic teams. 

We’ve got managed to interrupt even up to now to cowl our operational prices on this bootstrapping startup however after all, now we have probably not completed an enormous advertising push.

-Caitlyn Lim Aiting, founding father of Twistrek

She reasoned that the dearth of selling is as a result of they’ve but to launch full-scale as they’re nonetheless awaiting for his or her designer vary to be prepared, which is slated for launch in September 2021.

These authentic designer sun shades will come in numerous matches to cater to as many face sizes and styles as potential.

As of now, Twistrek is specializing in constructing their neighborhood and a distinct segment digital presence that differentiates them from their opponents. 

For example, they’ve participated in TikTok and Instagram challenges, in addition to reached out to neighborhood members and influencers to market their sun shades.

They’ve additionally provide you with neighborhood actions to construct their model round inclusivity and variety messaging. They’ve not too long ago launched a Quirky Monday e-newsletter, the place they profile a singular neighborhood member each Monday. 

“Our neighborhood is named the Twistfam,” shared Caitlyn proudly.

“In our household, you might be free to embrace who you might be — we have a good time your individuality, your uniqueness, your persona. We have a good time you in fullness!”

Featured Picture Credit score: Twistrek

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