From property development to covetable accessories, Joan Chang, the co-founder of lifestyle brand Ove Collection, engages millennial consumers who appreciate quiet luxury. After spearheading a successful revamp for Lloyd's Inn, she moves on to the world of e-commerce
Many of those who have stepped into Lloyd’s Inn, the boutique hotel near Orchard Road, are taken with its highly Instagrammable interiors (read: minimalist lines juxtaposed with flourishing foliage). Apart from Singapore, the hotel brand also boasts a presence in Bali and is on track to expand to other Southeast Asian cities. Joan Chang, the brains behind the brand, considers it just a small part of what Ove Collection, the premium lifestyle company she co-founded, has to offer.
“One does not need to splurge to lead a luxurious lifestyle,” she says, explaining Ove’s philosophy. “Luxury, in this case, refers to a more selective and curated experience.” Each Ove offering is targeted at the millennials who appreciate modern aesthetics—much like Chang. The 30-year-old, who is the daughter of real estate developer Herman Chang, shares, “Ove has a distinct identity that is steeped in design. Our brand appeals to the millennial generation as they are more conscious about their design preferences and how they choose to spend their money.”
Besides hospitality, Ove’s portfolio also includes projects in the property and wellness sector with The Iveria, a boutique residence in the River Valley area, and The Canopy Spa in Lloyd’s Inn Bali, respectively. Developing these projects further shaped her eye for design, but Chang, who worked in finance and marketing prior to establishing Ove, remembers the importance of staying true to the brand’s aesthetic principles. She tries to keep the design of each property pared down and functional, but insists that “doing so does not mean you can’t add prints or colours. But one needs to be careful about going overboard with the details and eventually losing the bigger design concept”.
