Bynd Artisan co-founder Winnie Chan leveraged on a burgeoning interest in homegrown design to position her business, which she co‑founded with her husband, James
Clearly, Winnie’s approach to parenting is anything but conventional. But this unorthodox way of tackling issues and challenges in life has been an asset, especially when it comes to her business, which she set up with her husband, James Quan, in 2014.
“We wanted to build a brand of our own instead of being dictated by wholesale and OEM (original equipment manufacturer) customers in my family business,” says Winnie, who had previously worked for her family’s bookbinding and stationery firm, Grandluxe, for 22 years.
The couple first launched Bynd Artisan with an atelier in Boon Lay in 2014, before being invited to set up a corner in Tangs at Tang Plaza later that same year.
The business has since flourished to include a flagship atelier in Holland Village, standalone retail stores in shopping malls such as Ion Orchard, Takashimaya and Raffles City, a shop-in-shop outlet in multi-label fashion boutique Pedder on Scotts and a store in a luxury shopping mall in Shanghai.
These Bynd Artisan trays can be customised with lettering of up to 5 characters, in three different fonts; choose from rose gold, gold or silver, with the engraving added to the outer layer of the largest tray. Image: Bynd Artisan
Leveraging on our heritage and Asian roots, the brand was able to ride on the growing public interest in local design that gained momentum in the years leading up to Singapore’s golden jubilee celebrations.