Wedding ‘Miracle Workers’: Q&A with Yunnie Tan, Co-Founder of Miraculove

Miraculove Founders (Left Limin, Right Yunnie)

Discovering their shared passion after being introduced in 2015, Li Min a designer at an upcoming startup Pigeon Lab and Yunnie a marketer at Procter & Gamble took the leap of faith and left their stable careers.

TallyPress named Miraculove #1 in “Top 10 Wedding Stationery Makers in Singapore.”  Following their rapid success, LadyBoss caught up with Yunnie on their entrepreneurship journey!

Our consumers, whom we affectionately address as Miraculovers, are discerning couples who want their love stories to be remembered, possess an eye for aesthetics and have a deep-seated love for storytelling visuals and illustrations.

Q: Tell us about your business, how long you’ve been doing it, and who your customers are?

A: In the hearts and minds of grooms and brides to be, Miraculove is a Love Story Illustrator who creates extraordinarily meaningful wedding stationery in handcrafted art mediums like illustration, calligraphy and watercolour. Apart from producing bespoke artworks inspired by couples’ unique love stories, Miraculove’s online store offers a shopping haven for all stationery designed for love-filled occasions – weddings, engagements, anniversaries and baby showers.

Limin Wedding Showcase

Yunnie Live Art Demonstration at Faber Castell Flagship Boutique Singapore

Limin and I embarked on Miraculove full-time in 2015. Before that, we were helping family and friends design their wedding stationery on top of our day jobs. Seeing our works come to life in one of the most important occasions of people’s lives made us realise it was our calling. When Limin and I were introduced to each other in 2015, we realised this was something we both had a passion for so we took a leap of faith and left our stable careers to trade for an invaluable experience of becoming our own bosses.

Our consumers, whom we affectionately address as Miraculovers, are discerning couples who want their love stories to be remembered, possess an eye for aesthetics and have a deep-seated love for storytelling visuals and illustrations.

Q: What were you doing before entrepreneurship?

A: I was a marketer of global brands like Olay and Wella at Procter & Gamble, touching and improving lives of consumers with superior products backed by innovation. I brought that desire to transform lives, tangibly meaningfully and positively to Miraculove.

Limin was the designer of a rapidly growing technology startup, Pigeon Lab, where she created a plethora of graphics central to the company’s branding, character and operations.

Q: In terms of sales and marketing, how do you reach your customers, and what works?

A: Miraculove’s social media accounts, Instagram (instagram.com/miraculove_sg) and Facebook (facebook.com/miraculove), enabled us to effectively reach out to our millennial consumers, understand their needs, engage with, and connect with them.

Our consumers are inspiration and information seeking – so we developed a bond with them on Facebook by writing and posting authentic blogs about topics they’re interested in and aid their wedding planning.

At the same time, our consumers are very visual – so we pepper our Instagram feed with self-styled shots of wedding stationery to inspire them with beautiful wedding imagery.

We’re glad to be receiving positive feedback on our efforts in these two channels!

In addition, we have also been blessed to be invited for wedding showcases by renowned hotels, restaurants and venues where we get an interpersonal experience of chatting with our prospective or existing consumers!

Our consumers are inspiration and information seeking – so we developed a bond with them on Facebook by writing and posting authentic blogs about topics they’re interested in and aid their wedding planning.

Q: What is your best-selling product/service?

A: Hands down, that would be our customisable wedding invitations on our online store, where time-pressed couples who could not afford the 4-6 months leadtime for bespoke stationery can order in-house designs with our signature charming aesthetics to match their wedding look, and receive them speedily (with our shortest record at 1.5 weeks)!

Given Greenery is the Pantone Colour of 2017, our customisable Botanical themed wedding invitations are seeing a invigorating surge in interest and sales on our online store!

Q: Where do you see the future of your business?

A: Shaping Miraculove to be the go-to stationer for everything wedding and special occasion related in Singapore.

We are looking at leaving our (love) mark in the international market too!

Q: Tell us about your Number 1 business challenge?

A: The toughest part would be growing our hand-picked team of artists and designers and continuously motivating them to go the extra mile and create miracles for our consumers.

We had earned the repute of “miracle workers” from our early clientele, and wish to keep it that way!

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