Founder Lim Shu Zhi (All photos: Suhaimi Yusuf/The Edge Malaysia)
It cannot be denied that the Covid-19 pandemic caused many to feel uncertain about different things: their studies, careers, livelihoods, and the future. Lim Shu Zhi, founder of accessories and homeware brand Pink&Z, was one of those who faced difficulties in finding a job during that period.
She had previously worked as a marketing executive at GSC Movies before deciding to pursue a master’s degree in fashion marketing in 2019. “I did not have prior education in marketing. My first job led me to want to learn more about marketing in a field I was unfamiliar with but very interested in. As my sister was doing a fashion design diploma at that time, I thought we could start something when we are done with our studies.”
After completing her postgraduate degree in the UK, she thought of looking for a job in fashion while waiting for her sibling to graduate. But, as one can guess, it was impossible for her to secure a placement in the industry, which at the time was on the brink of collapse, following the closures of factories and stores as well as event cancellations, among other things. “During these troubling times, nobody cared about fashion. It was hard to get a job, both in London and Malaysia. So, I picked up a hobby instead.”
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Luckily, Lim has loved arts and crafts since young, so it was not hard to figure out what she wanted to do. With time on her hands, she began experimenting with a variety of materials to see what she could come up with. A medium she enjoyed playing with was polymer clay. “I made some earrings and started posting my works, like everybody did at the time, on my Pink&Z Instagram account which I had since 2016.”
It was meant to be something she did for fun to ease her mind, but she eventually sold some items to her followers. More requests prompted her to set up a Shopee business account. “The platform really helped me to market and sell products. And people can easily recognise our earrings because of how unique they are, even until today.”
As the idea of getting a job in fashion then did not seem feasible, she decided to focus on Pink&Z — a portmanteau of Lim’s favourite colour and her name Zhi — as she saw prospects for the label growing.
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After the brand launched in August 2020, Lim needed to think about product expansion because earrings alone were not sustainable for the business. “It was not ideal to sell that only because everyone was stuck at home and there were limited outdoor activities we could participate in. So, I began producing fabric masks, as they were considered essential at the time.”
She cleverly crafted earrings to match the masks and sold them in sets. They quickly gained popularity among her clients, old and new. “People love our products because they are colourful.”
Three years on, Pink&Z still attracts buyers, especially the younger generation, who like to accessorise themselves, their homes and their personal belongings. Besides the signature pastel colours and quirky patterns, the brand’s customer base has grown significantly because of its product offerings, which have scaled up to include phone chains and cases, keychains, coasters, mugs, stickers and beaded jewellery such as necklaces, rings and bracelets.
One of its best-selling items is handmade scented candles. “Our candles do not require burning and people can just leave them as they are in their rooms or use as decoration — they will still make the space smell nice. I think that’s why they are very popular, especially when we do pop-ups. Customers love how they look and smell.”
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Her journey into candle-making started in early 2021 when she discovered people were more into homeware products. “They were spending more time inside and wanted to decorate their house with beautiful things. We made resin trinket dishes and ceramic coasters, and our customers loved them. We thought candles made sense because they can be decorative as well.
“We wanted to produce things people could use to make their house pretty. Instead of accessorising themselves only, they can now do that with their homes, too.”
Much of these candle scents, made using a mixture of soy wax and beeswax, are inspired by what is already on the market such as English Pear and Freesia. “You don’t need to burn it; just leave it and it can last three to four months. We also received feedback saying that, after four months, when the smell is not strong anymore, customers put the candle inside their wardrobe, or they even cut it into small pieces for their tote bags. It still serves its purpose.”
As one can imagine, it is not easy to run a one-woman show. Lim is working alongside her aunt, Leow Huey Teng, who helps manage the business as well as production. Younger sister Lim Shu Xuan, who is studying in Korea, occasionally assists them whenever she is on school break.
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After three years of operating online — which proved to be challenging, especially when dispatching candles because “they are hardly delivered to customers in their original shape” — Pink&Z opened a physical store in Jalan Kuchai Lama, Kuala Lumpur, last August.
“I worked very hard for the past three years to have this small space. So, I feel very proud of what the brand has achieved so far.”
Although she has to bid goodbye to a career in fashion for now, Lim has in a way achieved her dreams of starting a business with Shu Xuan. Her goal eventually is to keep creating functional art. “We are all about quality and style, and we want our artwork, which is our product, to serve a purpose to people.”
This article appeared on Dec 11, 2023 in The Edge Malaysia.
