Bold, daring and adaptable entrepreneur, Elim Chew, sets up fresh retailing concepts in overseas markets.

Ask Elim Chew, Founder / Managing Director of 77th Street (S) Pte Ltd, why she is successful and she will reply unhesitatingly, “Dare to lead – we must always be at the front of the pack. We cannot be followers. We must always do what others won’t do.”

Abiding by her mantra, this Young Woman Achiever recipient is leading the fashion world by building 77th Street Plaza in Beijing.

“Since our concept in Singapore is successful, why not do it in other countries?” Elim muses. And she took her winning concept to the next level - from a store for youths to a mall for youths.

Local Cultures

Careful planning and a thorough understanding of culture is the first step in Elim’s how-to guide to venturing abroad. “Methods that work here do not necessarily work elsewhere,” she grimaces. “We will squat in the country for months to establish our networks and find knowledgeable local partners.”

Yes, culture shock was one challenge Elim faced, and here is an interesting tidbit: “When someone tells you no, he means maybe. If he says maybe, it is likely a yes and if someone tells you yes straightaway, stay far far away.”

Facing Challenges

Overcoming such obstacles was no easy task but Elim had help from IE Singapore and SPRING Singapore. She faces challenges with “Grit, determination and lots of praying!”

Elim also emphasizes thorough due diligence and willingness to carry out the plans no matter what obstacles one may encounter. “But do not be overly cautious as you may miss the opportunities,” she warns.

Plans For The Future

Always on a lookout for opportunities to grow globally, Elim plans to establish 77th Street Plaza in various provinces in China and Asia Pacific. She says coyly, “We are already in negotiation with several parties. If successful you will hear some announcements pretty soon.”

How 77th Street Did It Created a winning concept locally and brought it to new overseas market. Penetrated new markets through partnerships with local companies. Did thorough market research to establish networks and find knowledgeable local partners

Practical Tips Dare to lead, even in overseas markets. Plan carefully and be willing to carry out your plans no matter what. Choose partners very carefully. Adapt and be aware that methods back home in Singapore may not necessarily work overseas.