Sejalin partners with local entrepreneurs
High-end electronics and furniture retailer partners with local community to collaboratively showcase brands
Retailer of high-end audio and visual systems, furniture and office supplies Sejalin have partnered up with local entrepreneurs and influencers Xoia, Wei Yi Lau Jewellery, The Kitchen Table, Kapra Coffe, Lipstick My Name and Charlotte Lim to collaboratively showcase their brands.
Dubbed SENSES by Sejalin Enterprises’ general manager Howard Leong (pictured main R), the community building campaign will see Sejalin support these businesses with dedicated events and products – which include Bang & Olufsen and Scandinavian Business Seating.
Through the partnership, the local entrepreneurs and influencers will also have the opportunity to expose their brands to Sejalin’s client base.
“Partnering with Sejalin also gives me a platform to grow and reach further, be it through cross-market/industry networking (from each others’ contacts), learning from one another or tapping into new source of design-inspiration,” said creative director of Xoia Atiqah Ismail.
“Both Sejalin and XOIA share the same values, lifestyle concept. From business and brand point of view, not only music (from the part of Bang & Olufsen) gels well with fashion, but also the timeless, minimalist and contemporary aesthetics of both B&O and XOIA designs. Together, we form a lifestyle and experience that both of us aim to provide our clients – creating value.”
SENSES debuted at Sejalin’s showroom last January 26, where over 50 invited guests were treated to a night of unique experiences brought to life by Sejalin and a select list of local artisans, craftsmen and entrepreneurs.
“SENSES is about opening up ourselves to experiences that you won’t typically find in Brunei,” said Leong. “To do this, we have partnered with entrepreneurs we feel embody the Bang & Olufsen values of pride, passion and persistence to bring our customers unique events that are inspired by our everyday life – just with a twist.
“We want to build a community that connects entrepreneurs and engages our customers with curated fine living experiences.”
To take the level of experiential events in Brunei up a notch, the debut featured mini showcases by some of the local brands Sejalin is set to play host alongside with throughout the year.
The showcases drew inspiration from a spectrum of physical, mental and psychological senses to create bespoke experiences for guests.
Guests were guided along a walkthrough of these showcases which comprised a Sense of Beauty Showcase by fashion label XOIA and bespoke jeweler WYL, a Sense of Taste showcase featuring a custom grazing table set up by The Kitchen Table, a Sense of Curiosity centered around a listening experience adopting the popular silent disco concept with a little twist: a solo violinist playing within a soundproof room whose music could only be heard via Bang & Olufsen headphones (pictured below).
“We have always been about service and experiences. We may carry innovative products and brands, but our service and the experiences we provide our customers have always been at the core of why we’re here,” said Howard. “Also, more than being about a different way to do things, SENSES is here to build a community that supports each other’s passions.”