Behind every brand that feels intentional, memorable, and quietly excellent is a person who chose to build with care.
Not louder. Not faster. But deeper.
We’re drawn to brands that feel human, where the experience is shaped not just by strategy or aesthetics, but by values, lived stories, and a genuine desire to connect. This is a growing feature of people in Singapore who are shaping thoughtful food, hospitality, craft, and experience-led brands — not by chasing trends, but by staying true to what matters to them.
Suzette of Chez Suzette
Hospitality rooted in presence
Suzette doesn’t “host” in the traditional sense — she welcomes.
Her belief is simple, yet increasingly rare: true hospitality cannot be taught from a script. It’s something you feel the moment you step into a space. It lives in the quiet details — remembering names, noticing small preferences, and setting a table not just beautifully, but intentionally.
At Chez Suzette, the experience feels personal because it is. There’s no performance, no pretense — just warmth that makes guests relax into themselves. Suzette creates spaces where people feel seen, not serviced. And that subtle difference is what keeps people coming back.
Her approach reminds us that the most impactful hospitality often whispers instead of announces itself.
Roong & Lovey of Singlapa
From personal passion to shared purpose
Singlapa was born from a season of quiet becoming — a time when creativity wasn’t about output or recognition, but about presence.
Roong, a self-taught watercolourist, never set out to start a business. She painted because she loved it — until people began asking her to teach. Lovey, on the other hand, found watercolour during the Covid pandemic, using art as a form of grounding and emotional refuge.
What connected them wasn’t ambition, but authenticity. Over a comforting meal of Japanese curry, they made a decision that would change their paths: to turn something deeply personal into something shared.
Today, their work has found a place beyond studios and sketchbooks. Singlapa can be discovered at The Fullerton Hotel, where their creations sit thoughtfully within a corner space that values craftsmanship and story. It’s a fitting home for a brand that began quietly, and continues to grow with grace.
Singlapa reflects that origin — gentle, intentional, and rooted in creative honesty. It’s a reminder that some of the most meaningful brands begin not with a grand plan, but with courage to say, “Let’s try.”
Clarence Chua of The Sundowner
Experiences designed to reconnect
The Sundowner is not just a place — it’s an ecosystem.
Located at the Old Bukit Timah Fire Station, this multi-award-winning nature experience centre offers over 25 activities, all run in-house. But what truly sets it apart is the intention behind each one.
Clarence, a certified beekeeper, envisioned The Sundowner as a space where people could reconnect — with nature, with food sources, and with slower, more mindful ways of living. From beekeeping workshops to rooftop farming, every experience is designed to educate through participation, not spectacle.
In a city that moves fast, Clarence chose to build something that invites people to pause. And in doing so, redefined what hospitality and experiences can look like in Singapore.
Datina Wee of Lynk Artisan
Scent as memory, space as emotion
What began as a homegrown love for aroma-driven ambience has grown into something that quietly shapes how people feel in both private and public spaces.
What defines Lynk Artisan is restraint. Nothing feels rushed. Nothing feels mass-produced. Instead, there’s a quiet respect for process, patience, and the human hands behind every creation.
In late 2024, SBS Transit partnered with Lynk in a first-of-its-kind trial to scent several Downtown Line MRT stations with a light “Frosted Fir” fragrance, designed to lift commuter spirits during the festive season.
For Datina, scent isn’t just about pleasant aroma. It’s a medium that shapes experience — a way to make environments feel intentional, memorable, and emotionally resonant.
Naz Arjuna of Mad & Midas
Playful nostalgia behind the bar
Mad & Midas is where expectations go to be pleasantly disrupted.
Tucked away beneath No. 14 Ann Siang Road, this hidden cocktail bar feels like a secret you’re lucky to stumble upon. What began as a playful pop-up on Club Street has evolved into a full-fledged speakeasy nestled in the back alleys of Ann Siang Hill.
Helmed by industry veteran Naz Arjuna, Mad & Midas is a celebration of play. Naz is a friendly, hands-on owner-bartender who believes cocktails should spark curiosity and joy. His drinks draw inspiration from childhood favourites — but always come with a twist.
Expect whimsical garnishes, unexpected pairings, and the occasional cheeky surprise. At Mad & Midas, nostalgia meets modern mixology, and seriousness is left at the door. It’s a space that doesn’t take itself too seriously but takes the experience very seriously.
Paula Andrade, Founder of El Brand & Bwelo
Connecting brands through story and experience
Paula is a cross-border marketer and storyteller, approaching branding the way she approaches life — with curiosity, observation, and respect for nuance.
She spends time understanding how people live, work, and experience culture across borders. This sensitivity shapes how she builds brands, stories, and platforms especially in spaces where cultural context matters as much as strategy.
Through El Brand, Paula works with businesses to translate their values into marketing that feels grounded and relevant, without losing their identity. Her work often sits quietly behind the scenes, helping brands express themselves more clearly rather than more loudly.
Bwelo reflects this same philosophy. Conceived as a unique experience platform, it curates thoughtful food, stays, and activities that allow people to experience places more meaningfully, not just as tourists. It’s designed to highlight experiences that feel personal, local, and rooted in real stories.
At the heart of Paula’s work is a desire to bridge gaps between cultures, intention and execution, and brands and the people they hope to reach.
Chef Eduardo of My Little Spanish Place
Staying true to culinary heritage
Chef Eduardo approaches food with quiet conviction.
His philosophy is grounded in respect — for tradition, for technique, and for the cultural roots that shape Spanish cuisine. At My Little Spanish Place, every dish reflects an understanding that good food doesn’t need reinvention to be relevant. It needs honesty.
My Little Spanish Place has been awarded the prestigious “Restaurants of Spain” certification by ICEX Spain Trade and Investment, a recognition reserved for establishments that uphold the true standards of Spanish cuisine abroad— from ingredients and preparation to culinary integrity. But for Chef Eduardo, the accolade is not the goal; it’s simply a reflection of staying the course.
But accolades aside, what defines Chef Eduardo is restraint. His dishes don’t chase trends or fusion for novelty’s sake. Instead, they honour Spanish culinary heritage, honest flavours, classic techniques, and deep cultural roots.
It’s food that tells a story without needing to explain itself.
Why These Stories Matter
Thoughtful brands are built by people who care deeply — not occasionally, but consistently.
Behind every memorable meal, well-hosted space, and meaningful experience is a human decision to build with intention.
And those are the stories worth telling.
