On the second floor of a Chinese clan association at Ann Siang Road, past a meeting hall adorned with portraits of members of yesteryears and century-old furniture, a transformation takes place. Here, amid the echoes of another era, Margo & Smith is quietly rewriting the narrative of luxury leather restoration. The atelier, with the soul of an old-world craftsman and the polish of a Parisian salon, is a place where the patina of history gleams anew with artful hands.

At the helm is Salina Chai, an influencer-turned-entrepreneur whose reverence for craftsmanship is matched by her belief in the power of intention. Over afternoon tea, she speaks of manifestation not as a passing notion, but as a discipline. For years, Salina scribbled her aspirations onto post-it notes—private declarations of ambition—one bore the words “Forbes 30 Under 30.” Then, on the cusp of turning 30, the accolade arrived. The same undercurrent runs through her love story as well. Salina manifested her husband John Chung, founder of Mason & Smith, an artisan shoe-shining and leather care atelier.

They say never mix business with pleasure—unless, of course, your partnership thrives in both. Margo & Smith, which Salina runs with John, hopes to not only breathe new life into well-loved handbags and shoes but also educate customers about the various techniques and treatments—whether it is restoring a vintage Hermès Kelly, reviving a faded Chanel flap bag, or repairing delicate patinas on exotic leathers.

Between sips, Salina reflects on Singapore’s evolving fashion landscape, staying relevant and creating a business that endures and transcends trends and time itself.

High Net Worth: How do you think the world views Singapore’s fashion scene?

Salina Chai: Singapore is an emerging market with a growing fashion scene. As a regional hub, people are becoming more conscious of what they wear and consume.

How would you see us compared to our Southeast Asian counterparts?

Singaporeans pay attention to trends but don’t necessarily follow them blindly. They take inspiration from regional markets, especially Thailand and Korea. Vietnam is also an emerging market with strong local brands. Meanwhile, Singapore’s fashion industry is evolving, with brands like The Paper Bunny and Beyond the Vines gaining traction.

Have you noticed a shift in how international brands or designers perceive Singaporean fashion over the years?

There hasn’t been a major shift, but brands are investing more in Singapore due to its high-spending consumers. Increased marketing budgets and brand awareness efforts highlight Singapore’s appeal. Consumers are well-educated, tech-savvy, and influenced by social media and platforms like TikTok and Instagram. Even traditional media, like The Straits Times, now regularly covers fashion trends, further driving interest.

Do you think there is still judgment around wearing local?

It used to be a negative thing, but younger consumers today are more educated and confident in their fashion choices. They prioritise personal style over brand names, moving away from buying luxury items just for status. The local industry is growing and you see brands often relying on viral marketing strategies like mass influencer seeding from the dumpling bag to The Paper Bunny tote.

How do local designers fare on the global stage? 

Since Covid, there’s been more awareness of Singaporean brands. Labels like Beyond The Vines and The Paper Bunny have successfully expanded regionally, proving that Singaporean fashion can have an international impact. I love Beyond The Vines—their marketing is fresh and innovative, like their tuk-tuk activation in Bangkok.

What would you say is uniquely Singaporean from a fashion perspective?

Wearing slippers everywhere—even to upscale places like Marina Bay Sands! Singaporeans prioritise comfort, and no one judges you for it.

Is there enough support for independent designers and fashion entrepreneurs in Singapore?

Some support exists, but more could be done. Funding often only comes after a brand has reached a certain level of success, making it difficult for new designers to get started. Margo & Smith is completely self-funded, so I understand the struggles of building and maintaining a fashion business.

How does the high cost of living and rental space impact emerging brands?

The biggest challenges for businesses in Singapore are manpower and rental costs. Many emerging brands start as home-based or Instagram businesses because they lack funding. High rental costs make it difficult to open a physical store, which is essential for certain products like handbags, where customers prefer to see and feel the item before purchasing. While it doesn’t completely prevent growth, it significantly slows down the process unless financial support is available.

What inspired you to co-found Margo & Smith?

Margo & Smith was born out of Mason & Smith, a well-established business specialising in leather shoes, shoe repair, and bespoke footwear. Over the years, Mason & Smith had received many luxury handbags for repair, but never actively marketed that service. When I met my husband, John, I saw an untapped opportunity in the luxury handbag market. As a fashion creative with industry experience, I knew many people who didn’t trust just anyone to repair their high-end bags. Margo & Smith was created to fill this gap and provide a trusted, high-quality restoration service.

It makes sense—the business is so complementary. You and John bring different strengths.

John is the artisan, while I focus on strategy, marketing, and branding. My years in the fashion industry—attending fashion shows, press days, and industry events—allowed me to apply my knowledge to build a unique retail experience for Margo & Smith.

Are consumers increasingly inclined to restore and maintain luxury goods instead of constantly buying new ones?

Yes, people are now more open to restoring their classic pieces, influenced by the vintage shopping trend, particularly in the past two years. Social media, especially TikTok, has popularised thrifting in places like Japan, which has increased interest in vintage luxury pieces. Sustainability is also playing a role—many are choosing to revive older bags instead of buying new ones. People are also inheriting bags from their mothers or grandmothers and restoring them to give them new life.

Have you explored partnerships with pre-loved luxury platforms?

We’ve collaborated with some platforms. Currently, we’re exploring new ways to work together with Sabrina Joseph from HuntStreet, particularly in shoe restoration, which no one currently focuses on.

Have you noticed a surge in demand for vintage handbags?

Definitely! We see many classics coming in, like old Céline bags, Fendi Baguettes, and Balenciaga City bags. Once forgotten, these styles are making a comeback, and people are digging into their mother’s closets to find them.

How much does it cost to restore a luxury handbag?

Pricing depends on the condition of the bag. A basic cleaning starts at $180, which is our most popular service. Light restoration costs between $450–$550, while a full restoration for heavily damaged bags can range from $750–$900. More extensive repairs may cost around $900 or more.

How important is sustainability in fashion to you?

Sustainability is about making mindful choices. I buy pieces that are timeless rather than trend-driven so they last for years. This philosophy also aligns with Margo & Smith’s mission—extending the lifespan of luxury leather goods through restoration rather than replacement.

What has been the biggest challenge in educating customers about leather restoration?

Many consumers don’t fully understand how leather ages or how restoration works. Some expect their bags to look brand new after a repair, which isn’t always possible. Restoration is about preserving and enhancing the bag’s condition, not making it look factory-new. Personal consultations help educate customers about realistic outcomes.

Mason & Smith has garnered international recognition through prestigious shoe-shining championships. What have you learnt from John’s experience that’s influenced the way you’ve built Margo & Smith?

The biggest lesson is that leather restoration is an art form that requires passion and dedication. There’s no formal education for this craft—it’s all trial and error, hands-on experience, and continuous learning. I witnessed the discipline required for competitions, from practising techniques to even training at the gym for better forearm strength. This same level of commitment applies to mastering restoration skills.

Do you have any long-term goals for Margo & Smith? 

Our goal is to be more than just a bag restoration service. We want to create an ecosystem for leather care and educate consumers on maintaining their luxury goods. Expansion is definitely on our radar, and we want Margo & Smith to be a trusted name in restoration worldwide. To enhance accessibility and convenience for our clients, we are also planning to incorporate teleconsultation services. Through teleconsultations, clients can connect with our experts remotely for personalised care recommendations and preliminary assessments before sending in their items. By combining expert craftsmanship with digital accessibility, we’re committed to making high-end restoration more transparent, efficient, and informative.

Would you consider launching your own leather goods?

Mason & Smith already has its own line of handcrafted leather shoes, which is doing well in the men’s market. For Margo & Smith, we’re focused on handbag restoration and care accessories rather than entering the handbag or small leather goods market.

You’ve been a fashion content creator for over a decade. How has the industry changed?

When I started, the concept of a “content creator” didn’t exist—there were only bloggers. Social media as a career was new, and people were sceptical. Now, everyone understands its value, and there’s a stronger sense of community. The younger generation, especially Gen Z, is more supportive and open to content creation as a profession.

How do you stay relevant in an ever-changing digital landscape?

Staying true to yourself is key. My audience has grown with me over the years, and many have even become Margo & Smith customers. If I had changed my style drastically for trends, I wouldn’t have maintained that connection. Authenticity matters.

How about balancing personal style with brand collaborations?

Luxury brands are now more open to personal styling rather than expecting creators to wear full runway looks. They recognise that consumers want to see how pieces can be mixed into real wardrobes rather than just styled as editorial looks.

What are the biggest misconceptions about being a fashion influencer?

The most common one is that it’s an easy job. While it’s a privileged job compared to traditional careers, it involves more than just taking photos. There’s strategy, content planning, and brand management behind the scenes. Also, there’s no such thing as “free” products—brands expect deliverables in return.

Will fashion influencing still be as powerful in five years, or do you see a shift?

Influencing will continue evolving, just like how YouTube shifted from its early days. While Instagram might decline in relevance, social media marketing isn’t going anywhere. A new platform will likely emerge, and the next generation of creators will rise with it.

Are you transitioning more to TikTok?

I do have TikTok, and the content style is very different—it’s more raw and conversational compared to Instagram, which is aesthetic-driven. TikTok has its own audience, but I believe another new app will emerge soon, keeping the digital landscape dynamic.

Many influencers are launching their own brands. Was starting Margo & Smith always part of your vision?

I always wanted my own brand, but I was cautious about it becoming just another “influencer business.” That’s why I maintained a full-time job for the past 10 years—I wanted stability while figuring out my entrepreneurial path.

Have you dabbled in other businesses before launching Margo & Smith?

Yes! I’ve worked in F&B for 10 years. My first job at 16 was in a fast-food chain owned by my aunt. Later, I helped another aunt with her restaurant on weekends. I also gained retail experience at a shoe store for three years before returning to F&B.

I later joined my then-boyfriend’s family business, which ran a café and a baking school. I worked full-time while completing my degree, learning everything from operations to management. After we broke up, I went back to my aunt’s restaurant and managed it for another three years. All these experiences shaped how I approach business today.

In what ways did these experiences help to develop your business acumen?

It taught me that running a business isn’t just about opening a store—you need operations, branding, PR, and solid SOPs. I’ve seen so many businesses fail because they lacked structure. That’s why I was very intentional about building Margo & Smith as a long-term, sustainable brand.

Your sister, Savina Chai, is also an influencer—do you ever feel a sense of competition?

Naturally, there’s a little bit of competition, but we’ve always been open about it and had conversations to keep things healthy. We’re twins, but we’ve made a conscious effort to have separate profiles and identities. We didn’t want brands to compare us or put us in a position where they had to choose between us.

Have you ever collaborated?

We did in the beginning, but we eventually decided to focus on our own individual paths. Our brand partnerships tend to overlap, so we felt it was better to keep things separate.

Do you ever wonder how long you can do this for?

Definitely. Social media is still evolving, and no one knows what the end of it looks like. We’ve seen YouTubers quit entirely, but for now, we’re adapting and figuring out what’s next.

What are your personal and professional goals for the next five years?

Personally, I want to achieve a better work-life balance. My husband and I work constantly, and we’re trying to make rest a priority this year. Professionally, we’re focused on scaling Margo & Smith. Expansion is definitely in our five-year plan, and if the opportunity arises, we’d love to franchise the business overseas.

Sounds exciting!

Yes, we’re working hard to make it happen!