Kimberley Choi’s diverse upbringing has lead her to Singapore to start her tattoo branding business, Marchbaby Collective.

What’s your story?
I’m Kimberly Gloria Choi. I was raised in the UK, Hong Kong and Singapore. I studied Fine Arts in Hong Kong, and completed a Visual Communications Degree in Singapore. Formerly a graphic designer in Sephora which is where I was inspired to start Marchbaby Collective.

What excites you most about your industry?
It is a fringe industry yet full of possibilities. Creativity and unique and that is what excites me.

What’s your connection to Asia?
Because of my multicultural background I believe there should be no boundaries. The Asian culture is definitely what inspired Marchbaby Design collections. The retail and fashion industry nowadays are social media driven, driven from the desire to become someone unique by having a lifestyle statement. Fashion is a way to expressing yourself, to create your own persona and my persona is influenced by Asia. Asia is my roots.

Favourite city in Asia for business and why?
Singapore. The government has created the best ecosystem for businesses and SMEs. The open door policy for foreign talents and expats, it is in the best location for new companies to test out each others population interests and behaviours. The Government grants available to support SMEs at the early stage to help reduce financial pressures.

What’s the best piece of advice you ever received?
Do not do what the market has already done. Do something the market doesn’t have. Everyone is reusing similar ideas by creating different methods of branding and marketing. People, improvise!

Who inspires you?
There is no specific person or things that inspire me. For me every living thing and object are my inspiration.

What have you just learnt recently that blew you away?
Not recently, but I learnt a lesson from my past career industry: Nothing you see is what it is. There is a smoke and mirror screen which hides all the lies. You have to learn how to decipher what is the true facts behind everything.

If you had your time again, what would you do differently?
I would have worked harder on my social media profile and got my hands on digital marketing earlier so I would have been more confident starting my business earlier.

How do you unwind?
I paint and let my state of mind flow with the colours and brush strokes and I sink into my own world.

Favourite Asian destination for relaxation? Why?
Phuket, for its organic environment and relaxing paradise.

Everyone in business should read this book:
“Creative Confidence,” by Tom Kelley.
I believe design for business and branding should be the main key for all bosses out there. Creative thinking ties in with your business.

Shameless plug for your business:
We design all tattoos from sketch to productions. Our clientele are Sunshine Nation – Garden Beats Festival, Forever21, DBS- Marina Regatta, Zouk Club, Dior HK, Lululemon, Swisshotel the Rogue bar and more. We provide onsite tattoo services for festival and events, both indoor and outdoor. Customisation tattoos with free photography for marketing material usage.

If you want to purchase our products, we are also stocking in our favourite @Naiise outlets. Or you can purchase directly online at

How can people connect with you?
Please feel free to contact me through [email protected] Or follow Instagram @marchkloria / @marchbabycollective to inbox me. I have my other fashion and illustrations account @kimberlyglori_choi as well if you love my work. Pin me for coffee!

Twitter handle?

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
Download free copies of his books here:

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