SINGAPORE (Mar 19): Having grown tired of the nine-to-five grind, Andrian See Joen and his wife Angeline Ho Shin Ni decided to venture out on their own. To begin with, they wanted to take advantage of the latest fashion fad — leggings — and the growing momentum of e-commerce.

But they had reckoned without their stars. By choosing to capitalise on a fad, the duo found themselves in an overcrowded marketplace with too many competitors. In a bid to differentiate themselves, they put the leggings in a variety of jars — at least until they sold off their existing stock.

“We started by bringing in different-sized plastic containers. As we still had plenty of stock to get through, we relabelled the product Jar with Leggings,” See laughs.

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