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Elim founded 77th
Street in 1988. It was her first foray into the retail industry and has since
revolutionized the streetwear scene in Singapore.
77th Street started its first outlet in Far East Plaza Level 3, and currently
has 13 outlets islandwide, and recently a 77th Street Inc. Retail Training
Centre in ITE College East and 4 joint venture outlets in Malaysia. With her
sister Sulim, Elim established 77th Street as a market leader in Singapore’s
streetwear retail industry, with its trendy and distinctive range of apparel.
77th Street is now a global business with 77 Group Corporation investing in
youth shopping malls in China and Asia. Together with Sulim, Elim established
the Kingdom Investment Consultant, a property and investment arm for 77th
Street’s international operations in building youth hub malls, property
developments and general trading.
In 2004, 77th Street became the Singapore’s first retailer to set up a shopping
mall in The People’s Republic of China. 77th Street Plaza is a 400,000 sq ft
cutting-edge underground shopping complex at Xidan Cultural Central located in
Beijing. It has placed 77th Street on the international map, and marks the
company’s first business venture in The People’s Republic of China.
In addition to expanding her retail businesses, Elim lends her expertise,
experience and time to various youth organisations in Singapore. She founded The
Young Entrepreneur Mastery (TYEM), to inculcate entrepreneurial skills in
youths, and GetaLife, a membership programme which offers benefits and
privileges in fashion, entertainment, lifestyle, education, sports and arts to
its members. GetaLife currently has over 65,000 members aged between 11 to 30
years old and a growing list of collaborations with like-minded merchant
partners to bring activities to the youths.
As part of Elim’s on-going community campaigns, she launched My Voice, a book
featuring 77 earnest real life experiences written by youths from all walks of
life. My Voice is supported by Ministry of Community Development, Youth & Sports
(MCYS), South East Community Development Centre (CDC), UFM 100.3FM and Drama
Box. All proceeds of My Voice is use for funding life skills, entrepreneurial
and creative skills workshops run by TYEM, which guides youths to take on life
challenges with purpose and confidence. The Young Entrepreneur Mastery (TYEM), a
non- profit body to cultivate entrepreneurial skills youths.
Currently, Elim also sits in over 20 committees. To name a few, she is the
Co-Chairman, SME Sub-Group, Going the Extra Mile for Service (GEMS), Workforce
Development Agency (WDA); Chairperson for the Culture AC Committee, Action
Community for Entrepreneurship (ACE), Ministry of Trade and Industry; Council
Member, The Association of Small and Medium Enterprises (ASME); Chairman for
Singapore Street Festival etc.
Elim’s accolades include being named Most Promising Woman Entrepreneur awarded
by The Association of Small and Medium Enterprises (ASME) in 2001, Mont Blanc
Businesswomen Award in 2002, Young Woman Achiever Award awarded by Her World and
Leadership and Mentoring Award awarded by Research Communications International
in 2003. In 2005, she was appointed as the Co-Chairman of SHINE, the
youth-oriented festival jointly organised by the Ministry of Community
Development, Youth and Sports (MCYS) and NYC, and became a member of the *scape
Advisory Panel.
With Elim’s sharp business acumen, 77th Street became the first fashion retailer
to win the prestigious Singapore Promising Brand Award – Most Distinctive Brand
2004 awarded by ASME and Lianhe Zaobao.
Elim acknowledges that her first award in 2001 gave her the platform to be a
youth ambassador in Singapore. She cites Pastor Kong Hee of the City Harvest
Church as the biggest influence in her life, for sharing with her biblical
principles that have guided her in her professional and personal lives. She also
firmly believes that her team of partners, staff and colleagues have contributed
to the success of 77th Street. |
