Sourcing for goods
The formula of Nora’s success is reliable suppliers, not in Singapore, but directly at the source from manufacturing countries.

Her business modus operandi is straightforward: She determines what goods on demand she intends to cater at a particular retail outlet, then she outsources them on her regular buying trips overseas.

“It is hard work, but it pays when you are able to provide the customer with best quality goods at a competitive market price,” says Nora, a charming and bubbly lady brimming with creative business ideas. Establishing a trusted relationship with suppliers is vital, she adds, to ensure the goods arrive on time and according to what she has specified.

In any given month, she is outside Singapore in different cities in China, Vietnam, Indonesia, or elsewhere, for sourcing and negotiation.

Nora runs pushcart stalls in large shopping malls as well as company-organised sales events in the premises of large organisations, clubs and hotel fairs.

Reliable, trusted associates
Recently her outlet at East Point Mall sells her range of personal collections that are popular with home-makers in the nearby residential neighbourhood. Business is brisk and she stands in two to three ladies to manage the stall.

One success factor in her business, she says, is that her sales and marketing associates are mature and responsible. The element of trust is crucial, she adds, in ensuring that the business is not only profitable but rewarding for the team as a whole.

Loyal, regular customers
Another equally important relationship factor is knowing the regular customers and earning their loyalty. Nora remembers many customers by name, and their preferences, and they in turn feel flattered by the personal attention she showers on them. So, they come back regularly to her stall to look for new products, and even introduce friends and relatives to her.

Placing her customers' needs at heart has always been her motto for success.

At the end of the day, Nora says she enjoys her passion as well as the satisfaction she gives to her customers.

While her retail business travels from place to place, she also has a permanent office-cum-showroom at Excelsior Hotel Shopping Centre, Unit B1-16, where a wide range of her products, from nonya dresses to fashion accessories and décor items are on display.

Featured in Retail Asia Monthly Magazine
By journalist Francis Seah

Loft Colleczion is in association with Nora Fashion House