If you’re in Singapore, there’s no doubt you’ve spotted someone flaunting a trendy item from The Paper Bunny—whether it's their popular Puffer Swing bag, chic planners, or stylish pastel tumblers.

The Birth of a Lifestyle Empire

Founded in 2013 by law professionals Jaime Lee and Justin Tan, The Paper Bunny started as a humble stationery brand. For the first eight years, they thrived online, gradually branching out into bags, accessories, and lifestyle essentials while building a dedicated community. In 2021, they took a bold step forward by launching their first physical store at Takashimaya Shopping Centre.

This new retail space is more than just a location; it’s an immersive experience designed to invite discovery. "Our aim is simple," shared Lee. "When someone visits, they're not just checking off a product from their wishlist; they might stumble upon something perfect for a gift or their daily routine."

From Stationery to Everyday Essentials

Initially rooted in stationery, The Paper Bunny's evolution into broader lifestyle products was fueled by a simple insight: beauty and function can coexist. Lee explained, "We noticed a gap between aesthetics and usability. We set out to design items that don’t just look good but work seamlessly in everyday life."

Today, their offerings include everything from stylish ready-to-wear apparel to a pet collection, truly embodying a holistic lifestyle approach. Lee reflected on the brand's growth, "Initially, retailers were unsure how to categorize us, but we knew we were carving our own path."

The Puffer Swing: A Sensation!

While the founders remain mum about the sales figures of their iconic Puffer bags, they emphasize that its popularity wasn’t manufactured. "We didn’t create hype or restrict availability to spark interest," Tan asserted.

Rather, the Puffer’s success is a testament to a deeper connection with consumers who value authenticity. Lee highlighted how today’s shoppers are reprioritizing what luxury means: "If they like the bag, that’s what matters. Our focus is on thoughtful design, not on making something go viral."

Taking On the Competition

In Singapore’s burgeoning lifestyle scene, The Paper Bunny stands shoulder to shoulder with brands like Beyond The Vines, both boasting loyal fanbases and distinctive aesthetics. Lee welcomed the comparisons, noting, "It’s natural for consumers to draw parallels, and we genuinely appreciate the support from our community and fellow designers. Let's thrive together in this vibrant ecosystem."

Their bags have even become iconic within popular culture, often humorously called out in "Singaporean Girl Starter Pack" memes. For the founders, this recognition is a blend of pride and perspective. Tan reflected, "Seeing someone carry something we created is awe-inspiring. That feeling is truly priceless." Lee adds, "We hope our brand resonates globally—not just as a ‘Singaporean’ thing, but as a staple in people's lives everywhere."

Power Couple Behind the Brand

At the heart of The Paper Bunny is the dynamic duo navigating business and family life. Managing a thriving brand with two young boys at home presents its own challenges. Lee humorously recalled a time when Tan sparked a late-night work discussion, leaving her wide awake while he dozed off. They’ve since established boundaries, using Slack for work-related talks only during business hours.

Seeing one another skillfully lead has only deepened their mutual admiration. "Justin’s quiet support for our team shines through every day," Lee said, while Tan praised Lee’s leadership skills, noting her unique ability to communicate effectively.

As The Paper Bunny continues to grow, their mission remains clear: to combine beauty and functionality while nurturing their community. This duo is certainly one to watch!