Press Release

A NEW CHAPTER IS WRITTEN AT ION ORCHARD

21 JULY 2009, Specialist writing instruments distributor and retailer Aesthetic Bay is now located at ION Orchard, Singapores newest experiential lifestyle shopping mall.

Located on the fourth level of the mall and occupying more than 1,300 square feet of floor space, the Aesthetic Bay fine writing instruments boutique carries around 26 international brands. The majority of these brands enjoy high visibility due to the prominent and well-designed showcases and displays.





With close to 1,400 product models in its portfolio, Aesthetic Bay has an inventory of around 10,000 writing instruments at any one time in the boutique.
Aesthetic Bay is today the authorised distributor of more than 20 well-known and international writing instrument brands. These include names such as Alfred Dunhill, AP Limited Editions, Caran dAche, Cartier, Cross, DaniTrio, Delta, Graf von Faber-Castell, Jaguar, Krone, Montegrappa, Nakaya, Namiki, Parker, Pelikan, Pilot Pen, Platinum, Sailor, Sheaffer, ST Dupont, Tibaldi, Visconti and Waterman.

Founded in 2002 by Tan Fong Kum, Aesthetic Bays first retail shop was located at the Specialists Shopping Centre. Having nurtured the business and developed a good customer base, Mr Tan Fong Kum relocated his shop to Funan Digitalife Mall in 2005 because of the need for a larger retail shop space.

The re-location and opening of the new fine writing instruments boutique in 2009 marks a significant milestone for the company because it is now located in a prime shopping mall and Aesthetic Bay has gained a reputation as a destination venue for pen collectors and enthusiasts in Singapore and the region.

Our new boutique at ION Orchard Singapore is a proud achievement for us. Within a short span of seven years, we have grown from strength to strength, thanks to the strong faith and support from the well-known international pen manufacturers and brands. This boutique at ION Orchard marks the coming of age for Aesthetic Bay and the challenge for us is to maintain our growth momentum into the future, says Mr Tan Fong Kum, who is also the Managing Director of Aesthetic Bay.

The writing instruments market is a sunrise industry, stresses Mr Tan Fong Kum. The pen collecting era is in its infancy stages and will follow in the footsteps of the watch industry. If you have an eye for luxury, gaining an appreciation of fine writing instruments will come naturally. That is why we are now in ION Orchard, explains Mr Tan Fong Kum.

Novice collectors and existing pen collectors will have more reasons to visit the Aesthetic Bay boutique as a major event is planned every quarter at the boutique. For example, to commemorate the official opening of Aesthetic Bay at ION Orchard, a Nakaya Pen Clinic will be held from 21 to 23 July whereby nib master Shinichi Yoshida from Japanese pen manufacturer, Nakaya, will be present in the boutique to personally customize nibs according to the customers writing style.

New collectors and buyers of Nakaya and Platinum fountain pens will be able to have their nibs customised on the day itself by Master Shinichi Yoshida. Even existing Nakaya and Platinum pen owners have been invited to bring their own pens in for the customisation services.











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