• The Cereal Writer

Cheerio Christmas Day 14: By, Raye

On Cheerio Christmas Day 14, we’re happy to feature local, online-based jewelry store that curates and assembles timeless jewelry pieces to embody raw beauty, femininity and confidence - By, Raye. Founded by Alika, By, Raye was conceptualized during May 2020 and was launched on 8/8/2019.

By, Raye retails products such as hair clips, necklaces and earrings, but they are planning to expand their fashion accessory line in the near future. We speak with Alika to find out more about what goes on behind the scenes.


Q: How did you get your idea or concept for the business?

A: By, Raye was started spontaneously on a whim by a pair of friends (us). At that time, I was doing my internship and had spare time after working hours, and my partner was on her holiday, so we met a lot and talked about creating a business as both of us realised there was a market in jewelry and fashion accessories.


We knew we wanted something modern, contemporary, timeless yet affordable for most of us; while it was a spontaneous idea, we eventually spent 3 months on research, sourced for materials and built the website.

Q: How has 2019 been for your business, and what are you looking forward to in 2020?

A: As we are still in the midst of setting up our business, 2019 has been difficult trying to market our products efficiently and to get a desired amount of business; however, it has been doing significantly better since the launch and we are ecstatic over it.


2020 will be the year where we focus on expanding the business, introducing new jewelry with improved qualities. We are also looking into more collaborations, pop-ups, giveaways and embarking on B2B business.

Q: What are the greatest joys and challenges running this?

A: As both of us were new to the whole business landscape, there were multiple instances of mis-planning launches - we did not account in delivery delays, photography limitations and more tacky stuff before we decided on the launch date, which always resulted in rushing to meet deadlines.


We also struggled with product quality, as most of the products were not up to standard when we did our quality checking when it was delivered to us; our lack of research and knowledge in jewelry also delayed our launch date and wasted some of our money because we were unable to sell them.


Additionally, as both of us are full time students, we found it difficult to cope with studies, part time work and spending time on this all at the same time. We eventually were able to work something out which resulted in increased productivity and became way more efficient in general too.


Definitely, there are the joys as well - till now, I still secretly smile to myself whenever an order comes in or when someone enquires about our product. We also hit a milestone several weeks ago when we launched our first permanent pop-up store at China Square, which was also something we were happy about.


As usual, every launch (we are at our third) is also an accomplishment for us as we finally put all the effort designing, sourcing and assembling for show and for sales.

Q: Out of all the products you retail, which is your personal favourite and why?

A: Our current favourite would definitely be the horoscope necklaces from our new horoscopes and birthstones collection that we just launched a few weeks ago. As both of us are huge about horoscopes, we spent a lot of time searching for the best material and design for the collection, so that we could introduce and share it with the rest of the people who are equally as into astrology as us.


In fact, my interest in horoscopes was stemmed from my partner, who shared all the details about horoscopes with me.


Q: What would you say to someone who’s looking to start their own business?

A: Determination, patience and continuous planning is an integral part of any business that is just starting out. Research is also important when just starting out to prevent unnecessary mistakes etc.


Besides passion for your products, being driven and determined to achieve business goals will also greatly help your journey of starting out.

By, Raye has also just launched their Christmas collection today! Pictured above are two new pieces from this festive collection, Eira & Noël. Here’s where you can get them!


Website: https://www.byraye.com/

Instagram: https://www.instagram.com/by.raye/





Images above belong to Alika / By, Raye. Thank you for joining us on this and we’re excited to see your business grow in 2020 with more fashion accessories!

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