The Paper Bunny’s bags are so recognisable that they’re often included in online “Singaporean Girl Starter Pack” memes, alongside crop tops and claw clips. For some brands, that level of ubiquity might feel reductive. But for this couple, it’s a moment of both pride and perspective.
“It never ceases to fill me with a sense of awe and appreciation to see somebody carrying something that you made,” shared Tan. “You can’t describe the feeling. It’s priceless.”
Lee agrees, with one caveat. “At the same time, we hope that it won’t just be a ‘Singaporean’ thing,” she adds. “No matter where you are in the world, you pick it up because it’s great for you and because it fits into your life.
POWER COUPLE
Behind the brand’s calm exterior is a real-life couple navigating business, parenthood and personal growth. Inevitably, the work follows them home.
Lee recalls one night when Tan casually brought up an operations issue – just as they were winding down for bed. “Two minutes later he was snoring on the bed, and I was lying there, unable to switch off,” she laughed.
Tan protested: “I didn’t mean to keep you awake!”
“After that incident, we learned to respect each other’s space a little bit more,” Lee said with a smile.
With two young boys at home, clearer boundaries have become essential. “We use Slack for work. After hours, we try to leave it alone,” she added.
Spending every day together – at work and at home – has also revealed new sides of one another.
“Justin’s the more introverted one, but I’ve been really touched by how deeply he cares for the team,” shared Lee. “He loves being here with the team. He’s always thinking about how to support them better.”
“And I’ve seen Jaime in a whole new light as a leader. Everyone respects her. She has this way of making our messaging personal, but also clearly communicating what needs to get done. It’s a gift.”
