Fun fact: The co-founders and directors of White & Black Trading weren’t friends before going into business in 2007.
However, their partnership seemed destined – given that Justinna and Emma’s husbands, Ed and Charlie, had worked together in London; their families relocated to SG in the same year; and, most importantly, they were fans of Swiss-made Micro Scooters, known for being safe, even for 1-year-olds.
“As soon as we met and started talking, Emma mentioned, ‘Did you bring your scooters?’. I knew exactly what she meant: Micro Scooters,” relays Justinna. “It wasn’t long after that that Emma said, ‘Let’s do something together.’”
By then, Emma had laid the ground work. “When we moved to Singapore, I thought it had amazing parks,” she says. “Within two days, I phoned up Micro Scooters in Switzerland to get the distributorship.”
Why Micro Scooters? “Our strapline is ‘quality outdoor fun’, and we really believe in giving the best there is out there,” explains Justinna, who is the mother of three children, ages 10, 14 and 16; Emma is also a mum of three, ages 9, 12 and 13 – who personally “test” each product.
The company has brought in other family-friendly brands as well, including Australia’s Penny skateboards, UK’s Swingball games and Ezyrollers from NZ. And, they’re not threatened by any competitors because, as Emma says, “We’re confident that ours are the best quality.”
Plus, White & Black’s 10 years of experience helps land accounts. “Retailers might think that two expatriates aren’t going to be around for long,” shares Justinna. “But, then I can say, ‘We’re actually founded in 2007’, and it does give a degree of confidence. We’re thrilled about winning the Longevity Award.”
See more from Justinna and Emma in the video below, and then click here to read more about White & Black Trading.
About The Finder Expatpreneur Awards
In 2017, The Finder debuted its first-ever Expatpreneur Awards to honour foreign-born entrepreneurs running successful expat-owned businesses in or from Singapore. This 2018, a new batch of 23 Expatpreneur Awardees have been unveiled! All of them have one thing in common: Their brands help people “live well in Singapore” – The Finder’s core mission. (Find out more about the Expatpreneur Awards judge who coined the term “expat-preneur” in 2015 while you’re here!)
By Sara Lyle Bow, The Finder Issue 292
More on The Finder:
Don’t miss out! Like our Facebook page for event updates and more.