In Conversation With Elaine Pang of ATGAB

Here we have Elaine Pang of All Things Green And Beautiful (ATGAB), another one of the top 10 finalists of the Martell VSOP The Ultimate Start-Up Space challenge. Elaine shares her idea and what makes it so unique.

(For a quick overview of the prizes the ultimate winner stands to gain, read this.)

Describe your idea and how you think it stands out from all the finalists.

ATGAB (All Things Green And Beautiful) is a business-to-consumer retail, not an F&B which is already saturated at Clark Quay, and has identified clearly its target group of customers which are corporate clients, creative and fashionable young-to-middle-aged individuals, green activists as well as tourists.

There are several things we delve in that makes us unique from the other finalists.

1) ATGAB has its own unique branding and exclusive line of products.
2) We promote handmade products made from local designers which in turn showcases local artistic talent. As such, we could work to get MICA’s support for certain events that we might wish to hold to promote our business.
3) We provide opportunities for recycling/art & craft workshops, engaging local artists to teach, and also, for the public to know that there are many local talents in the field.
4) We have our own vision and mission, which is to start a serious business of recycling and in the course of it, protect and conserve the environment we live in. As such, we actively encourage and engage green activists to come down to our shop to do their part.
5) Our business value is to offer and create exclusive products that are economically priced yet creative.
6) ATGAB is all about lifestyle. We’re encouraging a ‘green’ lifestyle.

[View their 60-second video submission for TUSS.]

How did you come up with this idea? Did you already have this idea before hearing about this competition?

We had this idea since last year August and started out with our first batch of merchandise for market testing. The response has been good so far and this has built our confidence in our business model.

Why do you think you should win the top prize for The Ultimate Start-Up Space?

We are unique and not just a normal retail shop nor an F&B business. We are confident of sustaining the business with the right investors such as our corporate clients and MICA for holding workshops and events.

Tell us your/your team’s background and what you are doing now.

Currently, I’m a freelance web designer. I hold a BA degree in Multimedia design from Curtin University of Technology and a Diploma in Design Communication (Graphic Design) from Lasalle-SIA College of the Arts. I have liked to do handicrafts since young and always wanted to have my own brand of my creations. I started selling my creations four years ago through several trials and errors and have now embarked on establishing the brand, ATGAB.

My partner, Don Low, is a freelance digital artist and has over twenty years of experience as an illustrator, web designer and 3D modeler and texture artist. He has collaborated with major clients such as Starhub, Yahoo, North Kingdom as well as Walt Disney Parks and Resorts Online. He holds a Bachelor Degree in Materials Engineering from Nanyang Technological University in Singapore, a Bachelor of Arts in Multimedia Design from Curtin University of Technology and a Master of Fine Arts (Animation) from Savannah College of Art and Design.