An Invisible Village

Running a small business often begins with an idea or a belief. But between that and its actual manifestation often lies a chasm of effort: days and nights of planning, designing, producing, packing, labelling, delivering — and carrying the emotional weight of not knowing whether the time, energy, and money spent will ever return.

We often hear success stories attributed to founders' ingenuity, vision, or conscientiousness. Occasionally we hear about timing and opportunity - how the conditions aligned just right for them at the right moment.

But we rarely speak of the value of quiet and invisible sacrifices made by people who love us.

When a business is still small, unable to hire extensively, and juggling far more than seems reasonable, help often comes from the ones closest to us. Friends and family become volunteers behind the scenes. They’re there during ideation and taste tests, in packaging and logistics, even admin. They stand in at markets, step in without fanfare, and take over tasks so we can pause, breathe, or simply step away for a moment.

Support like this is commitment. It is time consciously, and freely offered, even if it means rearranging an already full day.

Recently, we took part in our first Boutique Fairs at the F1 Pit Building — a beautifully run, upscale market unlike any we’d taken part in. The lead-up was intense, extensive hours of preparation filled with last-minute hurdles. And once the event began, it was five days nonstop: speaking with customers, restocking, selling, repeating. Business was brisk, and we are genuinely thankful. But we were also completely spent, only realising midway that we’d signed up for a kind of mini-marathon.

Over those days, different groups of friends came by, thoughtfully dropping off food and drinks. “Thought you might not have eaten,” they simply said. Then, with gentle ease, they stepped in to attend to customers so we could sit down, have a proper meal, or simply rest. Their gentle and insistent care, showed us in tangible ways that we weren't alone.

We sometimes hesitate to express the frustrations that come with running a business. The challenges we face are not unique to us. After all, we ourselves chose this path. The long hours, and the uncertainty have always been ours to carry. But the people who walk alongside us? They chose to be here because they are choosing us.

Support isn’t always about a purchase — though we are always deeply grateful when people buy. It could take so many other forms: stopping by our pop-ups to say hi, making a thoughtful introduction, offering a kind and genuine compliment, or leaving a warm bowl of instant noodles waiting for us at 4am when we finally get home.

In a place like Singapore, where life moves quickly and everyone carries their own share of responsibilities, offering support that costs time, energy, or comfort is a huge proclamation of love.

So, thank you. To those who help, encourage, and uplift - not only us, but others too. You are the steady hands holding up the corners of so many dreams. Your support is rarely convenient. But it’s what makes all of this possible.