After 17 years of establishing a strong presence in Singapore, local jewellery brand By Invite Only is preparing to expand into key Southeast Asian markets. The brand plans to open its first regional store at The Gardens Mall in Kuala Lumpur in mid-October this year.
Founder and CEO Trixie Khong emphasized the importance of solidifying their position in Singapore before venturing abroad. "Our intention was to build up our space as the market leader and make sure that we had done everything we could in our home country before stepping outside," she said.
This domestic focus has enabled By Invite Only to scale rapidly, operating five physical stores in Singapore and an e-commerce platform that ships to over 30 countries worldwide. In 2025, the brand had eight local stores but has since consolidated its footprint as part of a broader "shuffling and pivoting" phase.
In the financial year ending December 2025, By Invite Only recorded a 13% year-on-year growth. Physical retail contributed about 60% of sales, while e-commerce accounted for the remaining 40%. Overseas sales through online channels made up about 5% of total revenue, with Malaysia being the largest overseas market, contributing 38%, followed by the Philippines at 20% and Australia at 15%.
For FY2026, the company is not pursuing aggressive growth but aims to maintain its growth trajectory as it prepares for regional expansion. Khong noted, "It was actually a hard decision for us to say: this time, let’s not talk about growth."
Malaysia was a natural choice for the brand’s first overseas store due to its proximity to Singapore, cultural similarities, and existing online demand. The Kuala Lumpur branch will serve as a test bed for understanding local buying behavior, with plans to closely monitor weekly sales, product replenishment, and customer feedback to tailor product offerings accordingly.
Khong anticipates that some of the brand’s bestsellers in Singapore, including tennis bracelets, basic hoops, and products from its Miffy collection, will also perform well in Malaysia.
Even before the Malaysia store opens, By Invite Only has outlined its growth strategy for the next 15 years, aiming to eventually have more stores in Malaysia and a presence in the Philippines. The team is exploring pop-up opportunities in the Philippines to assess customer behavior before committing to a permanent store.
Pop-ups have provided the brand with a way to assess customer behavior before committing to a permanent store. This helps the team understand shoppers’ buying habits and the operational considerations involved in opening overseas, including payment methods, staffing, and store rental.
A key event that gave Khong the confidence to take the brand regional was a Singapore Tourism Board (STB) supported pop-up in Hong Kong in November 2023. At the event, a group of tourists from the Philippines recognized the brand, having come across it previously in Singapore and online. This encounter highlighted the brand's growing international recognition through social media, word of mouth, and its designs.
Intellectual property (IP) collaborations play a significant role in By Invite Only’s regional strategy. The Miffy jewellery collection was launched in Singapore before being extended to Malaysia and the Philippines, following strong customer demand in those markets. Khong views such collaborations as effective entry points into new markets, as they create familiarity and trust among consumers.
The brand plans to introduce two more IP characters this year, with Malaysia included in the launches.
To support regional expansion, By Invite Only is focusing on strengthening its leadership team. Khong and her husband, CFO Steve Shaw, currently lead the company. They are prioritizing the development of internal talent to take the brand forward, with plans to appoint a marketing manager to be temporarily based in Kuala Lumpur and promote internal staff to managerial positions.
Khong emphasizes intentional growth, stating, "We should be more intentional in the way we pursue not just the top line, but the kind of company and brand we are building." She advises other local brands looking to expand overseas to "take a bet on themselves," noting that if they can succeed in Singapore, they can succeed regionally.