RACHEL KHIEW // SCION OF STYLE

If passion had a name, it would be Rachel Khiew. A consummate adperson, Rachel has spent the last half decade of her life building brands. Now, with Lush Icon, she is taking her advertising expertise to the next level; by developing her very own fashion brand. Rachel’s uncanny grasp of consumer behaviour, strategic planning and brand-building, combined with her life-long obsession with fashion and shopping, makes her the ideal candidate to launch a unique retail fashion experience.

A self-professed accessories junkie, Rachel puts personal style above all else. Rather than follow the trends of the season, she believes that everyone should develop a distinctively individual look to set them apart from the couture has-beens and wannabes. Comfort is a priority, although there are times she would be willing to don those killer 6-inch stilettos just to prove that she can walk the talk.


POOI CHING, KHIEW//  GODDESS OF GLAMOUR

Fashion addict. Unrepentant shopaholic. Loving mother. Whatever hat she wears, you can bet that Pooi Ching will look good doing it. Pooi Ching holds qualifications in Fashion Marketing, but her real strength is her ability to distinguish what makes fashion sense, and what leads to fashion suicide. Becoming a mother has not affected her ability to look fabulous; if anything, it has helped mold her individualistic, understated style.

A lover of all things classic and glamorous, Pooi Ching believes that what you wear should enhance one’s allure while downplaying one’s weaknesses. She is most at home when putting together different fashions just to see what unique style it can create. While she keeps up to date with the latest couture trends, she is never afraid of experimenting; the diverse range of clothing and accessories she is bringing to Lush Icon is testament to this.


SK CHEN// COUNTESS OF COUTURE

Mdm. Chen is the counterpoint to the Khiew sisters; while Rachel and Pooi Ching are not above splurging on the latest collections on a whim, Mdm. Chen is a force of practicality and stability. A formidable businessperson in her own right, she rules with a grip of iron, not just because she believes in taking control, but also because she knows the sisters look to her for guidance and direction.

As the self-elected financial controller of both the family and the business, she consistently questions the feasibility of the sisters’ ideas and actions when she feels they are going off-track, but at the same time, she is a constant supporter of their efforts, motivating and leading them towards turning Lush Icon into a brand to be reckoned with.