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2023 IOTM Michelle's inTERVIEW VIDEO
Video Edited by: 20B8090 Nurul Atiqah Binti Mohammad (Videography Department, Executive of Media and Public Relation Officer)
Interviewer: 22B0078, Syahzani Afiqah Binti Mohammad Hasry
(Public Relations Officer, Executive of Media and Public Relation Officer)
Written by: 20B8036, Hajah Maziyatul Wajihah binti Haji Ramlee (Public Relations Officer, Executive of Media and Public Relation Officer)
For this month’s Inspirasee under the Business category, we are proud to introduce to everyone, Michelle Chong Shin Zi. She is a student from the Faculty of Arts and Social Sciences majoring in Sociology and Anthropology, who started her own business called @thefairynook_ on Instagram in March 2021. Michelle’s business consists of mainly making customisation orders of accessories made up from different bead colours and charm designs such as bracelets, rings, necklaces, phone charms, and more; other than that, if there are no customised orders, she makes her products in-stock.
At the beginning of her business, she used her own money of roughly $70 to buy the materials. Over time, when she managed to sell her products more, she used the money she made to reinvest it back into her business, resulting in her making more money than before.
In the interview, Michelle shared her story on what inspired her to start this business and it was from back in 2021 when there was a whole trend of pop-ups and thrifting events. At that time, she usually went to the events to thrift her clothes as well as buy from them. During those events too was where she encountered a small business called @co.suki, selling different kinds of accessories customised from beads of your choice. Seeing many colourful beads being laid down and displayed on the table just for her to choose from, and being turned into beautiful necklaces and bracelets, made her so happy and resulted in her being inspired to start her business. Michelle hopes that other people can feel her happiness through making a person’s custom design come alive, by wearing it on themselves or attaching it to their phones and more.
When talking about her initial goal of starting the business, Michelle said that it was just for earning some side income. But after years of running the business, her goal is to make sure her customer’s vision of their own accessories design comes true.
Rewinding back in time, Michelle explained to us how she decided to name her small business to @thefairynook_. Before she settled with the current brand name, it was first called ‘thriftbymich’ as her business started from just thrifting. Then, when she transitioned to selling accessories, she changed it to @thefairynook_ that derives from the word ‘fairy’, which describes her fashion aesthetic that is fairy or cottage core. While ‘nook’ is from the word ‘book nook’ which is a tiny little space positioned between books to create an illusion of another ‘world’ hidden behind the shelves. She likes the idea of her business being a little space for people with shared interests and coming to gather in her business and hence, came the name of her business @thefairynook_. Michelle wanted the name to be known for her interest and something that can be memorable to people if possible.
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Furthermore, Michelle described that the reason why her business stands out from the rest is because her products have a unique ‘personality’ and the idea of her product creations is based on her interest. For instance, she likes Sanrio, therefore, she tried to make some accessories related to it and kind of put herself in her customers’ shoes who shares the same interest as hers. Moreover, ever since 2021, Michelle’s strategy to gain profit for her business is by using trending topics such as TikTok interests or sounds, and new movies, and then creating products around it. For example, when the Barbie movie was released, she created products based on the movie theme, which are pink accessories.
When she was asked about the duration to finish up an accessory, Michelle said that when it involves a lot of orders, it would take her the whole afternoon to get the products done, but it also depends on the customers, as she needs to ask for approval of the design from them. If they request to change anything, she will have to redo it all over again according to the customer’s liking which can take some time to be done.
Also, in the interview, Michelle discussed her weakness in running a business, which is her time management as she is a full-time student and a part-time business owner. For her, it is undoubtedly true that her life as a student is more important but consequently, her weakness had caused her to have neglected her business before. And so, she now tries to set plans in a day in order to have time to finish up her assignments, and also time for herself and her business. Michelle too shared that her greatest strength in business is her marketing skills, as she makes use of trending TikTok sounds as content to promote her products, which has managed to lead her audience to visit her Instagram page after that, thus attracting customers.
When talking about the challenge of product creation, it is the creativity part that Michelle struggles with the most, as she makes the accessories depending on how she feels most of the time and it usually takes lots of trial and error, for example, which charms to put on or what colour would suit best on an item, and time taken to think of a design. Also, Michelle shared that the greatest challenge that she had faced in her business career was during pop-up events. This is where she has to talk to her customers to make sure the orders are according to how they visioned it, and as Michelle is an introverted person, this can be hard for her to ask how they want their products to be made, which caused her to feel anxious and insecure about her creativity. But from one pop-up to another, she has gained a lot of self-confidence in terms of asking questions and communicating better with her customers, as well as being confident with the designs she comes up with.
In the interview too, Michelle talked about the most satisfying moment of running a business. She said that if we were to ask other small business owners too, the answer to this might always be earning income. However, for her, the most satisfying moment would be from receiving positive feedback from the customers saying that they are happy with her product creations, which in turn, will always make her feel happy and honoured.
Additionally, after about two years of doing business, there had been a lot of enjoyable collaborations that she has done with other small business owners, but mostly it was online. However, recently, it was with a baking business called @littlewhisk.bn during Valentine’s Day. This was where she created a customisable box, where customers
could create their own design of accessories for their partners, and it came with some ‘brookies’ baked by @littlewhisk.bn with a love letter or message in it too.
In the interview too, Michelle talked about the most satisfying moment of running a business. She said that if we were to ask other small business owners too, the answer to this might always be earning income. However, for her, the most satisfying moment would be from receiving positive feedback from the customers saying that they are happy with her product creations, which in turn, will always make her feel happy and honoured.
Additionally, after about two years of doing business, there had been a lot of enjoyable collaborations that she has done with other small business owners, but mostly it was online. However, recently, it was with a baking business called @littlewhisk.bn during Valentine’s Day. This was where she created a customisable box, where customers could create their own design of accessories for their partners, and it came with some ‘brookies’ baked by @littlewhisk.bn with a love letter or message in it too.
Michelle too shared some secrets to having excellent customer service. These include having to be very friendly and patient with the customers, as it is known that some customers can be choosy with the designs. Hence, as a business owner, you will have to be able to elaborate your ideas or opinions well, because when you can explain to the customers properly, it will be a nice and simple interaction between both sides.
Also, she talked about how her business pop-up events have pushed her out of her comfort zone because, from the point of view of an introverted person, it involves talking to the customers in person regularly, and how to keep up the conversations with them while taking their orders.
Approaching the end of the interview session, we asked some questions about Michelle as an individual. Within her circle of friends, Michelle is often described as a bubbly and cheerful person. Moreover, apart from doing business, she enjoys being in the creative media, such as making videos where she would record video vlogs and edit them for her YouTube and TikTok pages. When asked about her support system, Michelle mentioned her small circle of friends and family who have always been the first people to know about things, and being there for her not only when celebrating her success, but also are still there for her during her down times too.
Finally, Michelle would like to send a message to anyone out there who have been wanting to start their own business:
“If you are struggling to start a business, you should just start it, because it is better to fail trying, than not to have the opportunity to try at all.”
For any further questions on Michelle’s business, everyone can visit @thefairynook_ on Instagram!
