Right Green: Cay Kim Soi Chi - Small Scrunchie or Big Sustainable Potential
With the mind for the product, the aesthetic of the brand, and the lovely originality of the
brand, Cay Kim Soi Chi promises to be a sustainable local brand in the near future.
S c r u n c h i e s s w e e p t h e m a r k e t
Cay Kim Soi Chi was born in the summer of 2019, with the initial product being a few
scrunchie models - elastic, fabric-covered hair ties. Inspired by foreign influencers and the
prevailing trend of wearing scrunchies, Cay Kim Soi Chi is the pioneer brand that sells the first hand-sewn scrunchies.
Starting from 2019, the scrunchie is an indispensable accessory for many girls, both a soft
hair tie and a pretty bracelet that looks like wearing small flowers with countless textures.
difference. Each sale of Cay Kim Soi Chi is sold out in an instant, with lots of people
ordering from the first minute, and an average of 700-800 orders in an online sale and about
400-500 customers per offline at Saigon.
Scrunchie baskets are always "sweeped" every occasion when Cay Kim Soi Chi holds an offline pop-up.
Nam Phuong, the owner of the brand Cay Kim Soi Chi, said that at first, it was only for
hobby and to earn income in the summer. In addition, at that time, scrunchies did not have
many beautiful designs, the fabrics were not durable, and the seams were patchy. Phuong
wants to make hair ties that are more beautiful, more thoughtful and more suitable for the ability of students today.
T h e c h a r m f r o m t h e n a m e C a y K i m S o i C h i
Not only with scrunchie products, Cay Kim Soi Chi also has products such as tote bags, bandanas, basic t-shirts.
The needle and thread are two indispensable materials for making scrunchies. These two
phrases combine to form a name that is easy to remember, sounds familiar and has something
unique. The main customers of Cay Kim Soi Chi are schoolchildren - students, gentle,
feminine girls who like to dress well and stylishly, and like to spend on small and pretty
items. Cay Kim Soi Chi's products have the main color of sweet pastel tones, with delicate
floral motifs, checkered, small polka dots that make every girl fall in love.
Cay Kim Soi Chi’s products are more and more diverse over time, from embroidered bags
with names, to beautiful and large-capacity pen boxes, and even basic flower t-shirts, but the
scrunchie has always been the "signature item" of the brand. Cay Kim Soi Chi’s products are
always guaranteed to be quality, with lots of tailoring to find the right shape, as well as
always good in terms of looks - just look at stories or Instagram posts, you can see how much
the brand owner is passionate about each product.
Scrunchies, embroidered bags, dresses, flower hats,... all everyday items can be made "cute" by Cay Kim Soi Chi
The seemingly small things, like the seams so that they won't be revealed, the scrunchie
shape to get the right bulge, or the size of the bags so they're versatile yet pretty, Cay Kim Soi
Chi calculated everything carefully. In addition, the brand is not afraid to share each stage of
product preparation on stories and many other lovely stories with customers. This creates
trust, a feeling of closeness between customers and the brand, as if they were friends and
sisters with the customer, not just a small store.
The attraction of Cay Kim Soi Chi is not only in the quality of the product, but also in the
style the brand pursues. The brand's social media posts look like miniature Pinterest boards
with an ultra-sophisticated and feminine aesthetic. In addition, with an affordable price, Cay
Kim Soi Chi can attract a lot of young people to spend a lot of money on many collections
and very cute items that the brand launches.
The Instagram feed page is well-invested and beautiful like the interface of Pinterest. Cay
Kim Soi Chi also "plays big" when producing exclusive sticker sets to give to loyal customers.
P o t e n t i a l f o r a s u s t a i n a b l e b r a n d
The paper box is specially designed by Cay Kim Soi Chi to protect the environment
A brand to be considered sustainable basically needs to have 3 elements: community,
environment, and economy. The community must always respect human resources, care
about the health and spirit of employees. Environment means that the source of materials has
clear origin, is environmentally friendly and avoids leaving damage to nature as much as
possible. Economics is to make the worker's salary just enough but the price is also
reasonable with the value of the item.
The brand's paper box can hold many things, can be recycled or reused with Cay Kim Soi
Chi, the starting point was just a small home sewing machine, until now, it is a small fully
equipped sewing factory with a well-groomed workforce. Cay Kim Soi Chi is still sold in
batches with the number of designs depending on the amount of fabric available, so it will be
difficult to have a product in stock or have a lot of fabric left because almost every sale is
"sold out" in a few days. Not only that, Nam Phuong also shared that she personally chooses
fabrics and buys all the models that match the style of Cay Kim Soi Chi, so there will be no excess of deadstock fabrics.
As for the packaging, Cay Kim Soi Chi uses kraft paper bags or reusable carton boxes, along
with the catchphrase "I hope to see you on a daily basis" ( "I look forward to seeing you
every day"), with the intention that its products will be used every day, not bought and left to
waste. In addition, the owner of the brand Cay Kim Soi Chi said that she also wants to learn
more knowledge about sustainable fashion so that she can develop the brand more in the near future
Cay Kim Soi Chi claims to not be a sustainable brand, but what the brand is doing is
completely capable of aiming for a sustainable local brand in the future. Cay Kim Soi Chi
does not want to be a "normal" fashion brand, but the brand's goal is to create new designs for
items that other brands rarely pay attention to such as gloves sun, sun protection skirt, or
raincoat, extremely necessary and popular items.