“You’re brave to open a retail store in today’s industry!”

That’s what we heard from a close peer on March 7th 2025, when we hosted a preview night, inviting family and friends to celebrate an incredible milestone: the opening of our very first flagship store in Singapore.

It was 1 day until we officially opened our doors to customers on beautiful, bustling Duxton Road, but that peer was all too aware of a world that was getting more used to shopping at a click of a mouse or tap of a screen - and honestly, we couldn’t have agreed more.

In today’s digital age, it is brave to choose the slower, scarier route. Opening a physical space comes with overheads, endless paperwork, and undeniable anxiety, but as crazy as it sounds, this path is part passion, part belief - a belief that nothing compares to the magic of walking into a store and touching a piece you truly love. In a world of scroll and swipe, we realized the story of Sui could not live on a screen alone.

A Story With Roots

“Growing up with entrepreneur parents, and watching my maternal side of the family build Sue Mue - a traditional Indian clothing business - I was taught the foundational importance of value. I learned to value quality, to value the artisans we work with, and to value the customers who walk through our doors.” Mahima Gujral, Founder of Sui

Bringing together her deep love of nature and her experience growing up in a family of entrepreneurs surrounded by the slow nature of Indian clothing craft, Mahima formed Sui from a determination to create clothing that embodied slow in every way. Clothing that is accessible to any woman who wanted a closet that brought comfort, functionality, beauty and sustainability.

From our very first edit, The Palm Stories ‘18, to our recent Foundations ‘26 collection, our inspiration has always come from the earth, including the homes that shaped our values. The first, of course, being India, with the second being Singapore, where our Founder started her family and where she also found like-minded, thoughtful peers that encouraged her own journey.

And so, the idea grew to create a physical space that felt like our own green heart, to share what intentional clothing and a conscious lifestyle would look and feel like.

From Pop-Ups To A Storefront

Our Singapore Journey started back in 2018, when we took part in our first pop up - nervous, scared as to whether there’d be a place for us in the little red dot - and it was really those building blocks which marked the foundation of who and where we are today.“From one pop up, to co-working spaces, to urging myself to network just a little bit more - each step is what eventually brought us here. The key learning over the years has been to keep sharing my story, and to owning it - through that you will find a community & support system that believes in the same vision as you & that will eventually become your biggest strength.” - Mahima

For us, this was key to growing in the early days and we kept going through every opportunity. One of our earlier milestones were the pop-ups at Tangs and Zerrin in 2023,then  finally getting through to Boutiques after being rejected a bunch of times over which gave us a rise to our brand and its awareness. 

By 2024, we took a massive leap, renting a pop-up space with The Social Space for three months to pilot our retail experience. When that time came to an end, we knew we couldn't go back to just being online. From October onwards, our Founder relentlessly searched for a permanent home - going from across Haji Lane, Great World City, i12 Katong, Chinatown, Beach Road, and North Bridge Road. 

“I talked about it to everyone I met. And finally, through the magical support system I’d built, I was introduced to Arc Assets in December 2024. They showed me a space at 100 Duxton Road. It was everything I had ever wanted. We analyzed, strategized, and put in an offer. A day after Christmas, the space was officially ours.” - Mahima

The Green Heart Experience at 100 Duxton Road

When you walk into 100 Duxton Road today, you are walking into a space designed explicitly around our values of calm, mindfulness, and intentionality. We wanted a space that felt rustic and raw, yet open and soothing, a sanctuary away from the chaotic hustle of traditional shopping malls.

Here is how we brought the physical essence of Sui to life:

• The Palette: A warm, sandy-toned base accented by a custom mint-green textured pop wall to reflect our natural roots.

• The Flow: We designed the space deliberately around four main clothing racks, choosing an open study table instead of a traditional, corporate cashier counter to remove barriers between us and our guests.

• The Furniture: A mindful mix of vintage and new wood tones, featuring a gorgeous, original 1950s Kopitiam center table, and custom racks crafted from reclaimed Singaporean trees.

• The Details: Layered with cozy rugs sourced from India, personal storytelling frames, collected objects, and plenty of thriving green plants and books.

When you step into Sui, we greet you warmly and introduce our brand's story. Then, we step back. We leave you to breathe, browse, and connect with the fabrics. We believe in giving people time, space, and calm.

As National Day comes up and we’re now in year 2 of our store being open, we remind ourselves of just how much heart we’ve put into our space and how much we appreciate all this island has taught us in how to go slow and stay grounded in the space around you.

We created this place to be somewhere people could actually walk in, spend time, and remember what it feels like to slow down - and we hope you can visit us and feel that warmth for yourselves.