Photographed and interviewed by Audris Adabella

We were introduced to Kate, who is an experienced consultant when it comes to brand, marketing and e-commerce. With close to 10 years of experience building brands within fashion, tech and consumer products, she’s a great individual to connect with if you want to spark change and performance-based growth in your business.

Kate has a passion for impact and was introduced to us by a mutual friend during the early stages of building Paradigm Shift. We connected quickly because our values aligned and it was clear that she is a PS lady.

The PS lady is clothed with strength and dignity. She breaks social norms, carries powerful influence and evokes positive changes.

Hello Kate! Can you tell us your first impression of Paradigm Shift Label?

K: Authentic, connected, and here to make a change.

Please share with us more about what you do! (along the lines of branding and women empowerment maybe?)

K: I currently lead Marketing for a game-changing startup called Airalo. 
I also provide consulting for founders to take their company’s growth to the next level by focusing on story-telling and community, which I believe are the core aspects that a business should focus on in today’s culture. 

In this digital age, what is the power of media and branding?

K: We’re living in a hyperconnected world - there’s so much noise in terms of advertising, opinions, imagery, the list goes on. How does one stand out? Whether you’re a small or big brand, it comes down to authenticity and reaching out to the people who would care. What do you stand for, and how do you bring across that message to the right people, at the right moment, with the right message? 
Branding is no longer about just having a beautiful logo - it’s about aligning all aspects of your business with your values, living that out and sharing that with your community.

Share one particular branding project you handled that stood out for you.

K: Definitely working on Pomelo Fashion when the brand was still at its fledgling stage. I played a part in the brand’s Singapore launch, and contributed to its humble beginnings. The founders and core team members are dedicated to the brand’s growth, and seeing how far they’ve come brings me such joy. It would be much harder to execute the plan we had right now - it was truly hustling at its best, the market and influencer community wasn’t as saturated back then. Signing Jenn Im of ClothesEncounter as our first international ambassador based on a barter agreement was one of my happiest moments - you’d never be able to do that now. 

How many times have you worn THE LONG BLACK and what's your favorite way to style it?

K: I throw it on at least 2-3 times a week, and I’m not kidding. It works well for the weekend when you need a casual look, or even on work days when you just need something simple to throw on and run errands with. I would say I love styling it with classic essentials - a pair of white Converse sneakers, oversized denim jacket, my essential jewelry, and a huge tote. 

What does "girl boss" mean to you?

K: I’m not sure how I feel about the term to be honest - “girl”, as compared to “woman” or “female”, feels very young to me, while the word “boss” sparks the idea of someone being overly dominating. It might be due to past experiences I have had. I prefer the term “entrepreneur”, “catalyst” or “leader”.

To be called a leader might be something that’s given to you, but I believe that it also has to be earned. I enjoy building relationships with others who have the same passion, values and drive as I do. 

I am passionate about supporting other women and believe that women today have the capacity to build amazing things together. We should stand together and support each other in our endeavors. 

Favorite quote? 

K: “The greater the storm, the brighter the rainbow.” 
God brings us through tough times to mold us into the identity and destiny He has prepared for us, and He’ll never put us through something we can’t take. This one line has brought me so much hope in the darkest of moments, and definitely something that I hold close to my heart. 
For entrepreneurs though, remember “Ask and you’ll receive” and “Everything is figure-outable.” - love these two phrases, they everything so much more fun.

Favorite thing about your home office?

K: The view from my window! I get the entire view of the reservoir, a ton of greenery, and the beautiful sky. I’d never trade that for anything. I love looking out when I need a quick break from work.


What would you say to 20-year-old and 40-year-old Kate?

K: To 20-year old Kate,

"Don’t be afraid of your future, don’t doubt who you are, continue to follow your dreams and build on your strengths. Don’t let the negativity and doubts of other people put you down. It’s ok to be an outlier, life just gets better and better for you."

To 40-year old Kate,

"Wherever you are, I’m so proud of you and how far you’ve come! You must have made immense impact in the lives of so many women, and I can’t wait to see you do more."

Quick tip on building a great brand?

K: Figure out who your niche tribe is - who they are, what they enjoy doing, and what is so unique that you bring to the table for them. By zooming in on your niche, you’ll be able to make decisive decisions on how to build your brand, and what your niche wants. On top of that, the quality and impact of your product (or service) has to be great, not just good. Any brand in today’s world is up against global competition, not just local.

Thank you!

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