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Article: Behind the process and design

Behind the process and design

Behind the process and design

The process of designing, conceptualising and realizing a product at Bells & Birds is thorough. We make sure that every detail is taken care of as we take pride in what we put out to you.

Creating a piece does not come easy, the thoughts behind the process makes it a long and enduring task, but the love and passion for quality designs and materials makes it all worth it.

This journal entry will answer some curious questions that were posed by our customers on our creation process, by the brains behind Bells & Birds, Amanda Koh.

Read more about our brand and our founder here

What is the first thing you do when starting on the design process of a new piece? 

I think about what product(s) are lacking in our range, and set out on finding the right materials, prints and trimmings (like laces and buttons) that go well with the design in mind.

How do you come up with designs for your pieces?

We often look at materials or styles that are good for our humid weather, such as short sleeve pyjama sets that are frequently requested and most popular. Keeping in close contact with our regular customers also provides feedback and helps in planning for our new collection.

Where do you get your inspiration from?

Our brand is whimsical and dreamy, always inspired by nature around us. With a penchant for romantic botanicals, our floral prints are unique and popular.
Also, florals always make us feel relaxed and cheerful, just like being on a getaway.

Where do you get your materials from?

Laces are typically from Europe and Japan, while cotton and mulberry silk is from China (the biggest makers of quality silk in the world). 

How do you decide what fabrics is best for certain pieces and creating new products

While we are known for making lace and silk bridal robes, our mulberry silk range is also popular now. Apart from being an all-natural fabric that offers so many benefits, with the right care, it lasts a long time. This allows us to eliminate fast fashion production while is better for the planet.

Why silk? Benefits of Silk

We have expanded our sleepwear collection to include modal cotton, also known as the ‘better cotton’. Due to its breathability, coolness and elasticity, it is suitable for long periods of wear. And! Our customers love that it is machine-washable (in the netting, of course).

Guide to modal cotton as a fabric


How long do you take to create a piece?

The design till production process of our silk and lace pieces typically take 2-4 weeks, mostly dependent on how fast the materials arrive. While COVID has made it difficult to personally source for the materials overseas, we rely on our trusted suppliers to provide us quality materials and workmanship. Also, good photos showcase the beauty of our creations. Sometimes we need time to get good pictures or reshoot if necessary. Hence this also adds to the turnaround time of a creation till it reaches the customer.

What is your favorite collection that you've made?

Frankly, I love everything that we put out to customers. I believe the brand is an extension of our own personality and style. If I had to choose, it will be our iconic and elegant Mon Tresor Lace Kaftan (that we now make in numerous colours) and the mulberry silk range, because it is just so luxurious! Also, floral prints like Spring Fling and Sage are fan favourites, so we are always developing new prints to wow.

What goes behind the every photoshoot?

What sets us apart is we try to showcase our loungewear in a lifestyle setting. It can be indoors, at a café or even on the beach. We always believe in having fun, and loungewear is no longer just for home. A challenge we face is finding new spots to shoot, because we have been practically everywhere! And we try to refrain from shooting at popular spots. Do DM us on Instagram if you know somewhere unique!

Who are your customers?

As many might know, our first customers were brides-to-be, who journeyed with us when they became mummies as we started making their maternity robes too.

We do robe rentals for maternity photoshoots as well as offer attractive partner packages with esteemed photography studios

Beyond wearing our pieces for milestone photoshoots, many people are seeing loungewear as a new gift option to pamper. Our pyjamas, robes and silk masks are great for birthday and anniversary gifting.

Despite starting out as an online store, I’ve had the privilege to meet many customers face-to-face at pop-up events and our studio. It is always heart-warming to meet people who adore and support our humble brand, and I’m very thankful for that.

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