FACULTY OF APPLIED SCIENCES

DIPLOMA IN APPLIED SCIENCES (AS120)

FUNDAMENTALS OF ENTREPRENEURSHIP
ENT 300

CASE STUDY
(CHRISTINA NG
& CHRISTY NG SDN BHD)

PREPARED BY:
NAME:

STUDENT ID:

GROUP/CLASS:

PREPARED FOR:

DATE OF SUBMISSION: 13 NOVEMBER 2020

(WEEK 4)
 CASE STUDY
TABLE OF CONTENT

TABLE OF CONTENTS

NO CONTENT PAGE
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1.0 EXECUTIVE SUMMARY

- Name of Entrepreneur & Business 1
- Business Location
- Products/Services Offered

1.1 INTRODUCTION
- Business Description:
- Company Business Registration 2-5
- Company History, Establishment
- Company Nature of Business
- Industry that the Company Involved
- Company Model of Business

2.0 PERSONAL ENTREPRENEURIAL CHARACTERISTICS

- Sees and Acts on Opportunities 6-8
- Use of Influential Strategies

3.0 SWOT ANALYSIS 9

4.0 REFERENCES 10-11

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1.0 EXECUTIVE SUMMARY

At the end of the case study, I managed to get a lot of new knowledge about businesses in
the real world. This case study is important to evaluate the company’s background, company’s
analysis as well as the company’s problems and solutions. Besides, I achieve to know about
Personal Entrepreneur Competencies that is needed by a success entrepreneur to accomplish
their targets. Moreover, I also got to evaluate business’s performance through the SWOT
analysis which comprises of Strength, Weaknesses, Opportunity and Threat. From this study, I
am able to see the real life situation where we see the existence problem that needs to be
solved. For example, the company’s customers’ service is weak and design plagiarism. SWOT
analysis is vital in order to help the business to keep improving the business performance
because it evaluate business wholly and points out the company’s advantages and what is
lacking comparing to other businesses. Through the identification of SWOT, the company is
able to revise their business plan by carrying out several of strategy.

Entrepreneur that I discovered is Christina Ng. Christina Ng is the Founder and CEO of the
brand Christy Ng. Her business center is located at PJS 51, Petaling Jaya Selangor. The
company opened more retail outlets including One Utama Petaling Jaya, MyTown Cheras,
Sunway Pyramid Subang Jaya, KL Sogo Kuala Lumpur, Mid Valley Kuala Lumpur, Mid Valley
Southkey and Aeon Tebrau Johor Bahru. Christy Ng is a shoe company specializing in
handmade custom-made shoes, wedding shoes, high heels shoes and women fashion
footwear. Christy Ng offers 3D shoe design tools on their platform that allows consumers to
customize every aspect of their shoe the way they wanted, for instance, heel height, colors,
materials, accessories and more. The shoes are designed and produced by Malaysian Shoe
Designer, Christina Ng and her selected team of shoe making artisans. With over one million
possible design options, they have by far more options than any traditional shoe store which
women from across the country can design their dream shoe. Her business has truly brought
“Shoe Heaven” as her business slogan to her customers. Nevertheless, they also sell women
bags, wallets, card holders and laptop sleeves after they managed to sell their shoes like
hotcakes.

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1.1 INTRODUCTION

Based on the information that had interviewed, the business was operated in Sendirian
Berhad (Sdn. Bhd.) which is the commonest type of business entity in Malaysia. This business
entity structure is the most suitable option for an experienced entrepreneur in Malaysia because
Sdn. Bhd. companies have certain distinctive advantages. For instance, the liability of a Sdn.
Bhd. company is limited. Therefore, an entrepreneur’s personal wealth is safe if the business
suffers severe losses or fails. Besides, Sdn. Bhd. companies in Malaysia come with never end
business continuity, which means the business can carry on and exist when the primary owners
died or quits. However, it is relatively expensive to construct a Sdn. Bhd. company compared to
the other business entities. A Sdn. Bhd. company in Malaysia is different from a Berhad (Bhd)
company in several ways. One of it is an Sdn. Bhd. company can have from 2 shareholders to a
maximum of 50 shareholders and Sdn. Bhd. companies are made up of small or medium
companies (SMEs), meanwhile Bhd companies are typically involve in larger organizations.

Christy Ng Sdn. Bhd. is officially established on year 2013 when Christina Ng received
so much overwhelming response towards her shoe designs. She resigned from her current job
after two years working with Swiss pharmaceutical company and set up Christy Ng online. It is
the start of her successful career as a shoe designer and her main focus is to design shoes that
are comfortable and affordable. When she started her business, she went to factories in
Thailand to learn about shoemaking as she used to go there, back when she was in college to
buy the shoes and then sold them at Petaling Jaya market to pay for her studies. She did not
have any background in shoe design nor business when she started. In fact, she did a course
called biotechnology. Thus, with the help of friends from Thailand, she keeps adding up her
information on selling shoes to grow her business because that is an effective owner who will do
what is necessary to achieve the assigned goal. They helped her improve her products,
advertisements, branding, distribution channel and others. In point of fact, she got mentors for
every subject matter.

She also used her own savings when she started the business because she does not
come from a wealthy family since her father was only cleaned air conditioner for a living. Thus,
she takes the initiative to find her business’ fund by winning the Alliance Bank’s Bizsmart SME
Innovation Challenge in 2013. She used the RM250,000 prize money to build a 3D
customization design engine for custom-made shoes on her website. They were featured in
every major publication in the country which gave them a lot of free PR mileage. Her online

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business went a step further when she received a RM500,000 grant from Cradle Fund Sdn.
Bhd. that she used for marketing and advertising for her online business. Apart from that, they
are still 100% privately funded as they have a positive cash flow and a triple-digit growth during
their previous financial year. They spent the past three years trying to ensure they have a solid
cash generating business which is able to sustain itself without any funding. Now that they are
confident with their model and their growth trajectory, they are aiming to raise their first round
within the next 12 months.

Christy Ng Sdn. Bhd. develops, designs, and manufactures their own products here in
Malaysia which is footwear for women. Their products are known for customizable and ready-
made shoe. After their enormous response towards their footwear, they started to produce bags
because of the demand of their customers but they are known for their shoes. Many customers
coming to their store and ask why they are still not selling bags. The customers already expect
them to sell bags so it makes sense for them to proceed into that direction. Christy Ng brand
started to become popular when people know about their customizable shoes which are suitable
for weddings and any events. The team provides special hand crafted custom-made shoes
designed to fit all feet sizes and shape but also ready-to-wear shoes.

As the company involves in fashion industry specialized in footwear and bags and as I
know, this industry keeps growing in Malaysia even though it might not big as our neighbors’
country. Fashion industries in Malaysia are maturing in many positive ways. From gorgeous
traditional Malaysian ethnic style to luxurious couture dresses, quirky Avant-garde pieces,
miniature magical bags and mesmerizing shoes, Malaysian designers are pushing the
boundaries of fashion with their passion and talent, and making Malaysia proud along the way.
We have new designers entering the market every year with a fresh perspective, bigger fashion
week rosters and a booming ready-to-wear segment with online portals such as Zalora and
Jovian Mandagie encouraging the trends. Malaysian people are getting thirsty towards the new
and unique designs produced by business owners to keep up with the trends. Not to forget, the
local media has always been a huge supporter of the growth in our fashion industry. Malaysian
blogs and social media are on the rise, along with local influencers. With the incrementing
number of consumers on social media platforms, the fashion industry is more accessible than
ever and similarly it is easier than ever for brands to get to know their customer. It is obviously
our fashion industry is on the rise since there a lot of small business selling clothes, footwear,
bags and scarves that fits for any types of style like hype beast, casual, artsy and more.

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Meaning, people are started to realize that appearances make people different, good
impression and more confident. Thus, producing the hypnotizing trendy shoes and bags by
Christy Ng is a good choice as Malaysia's fashion industry is fast-running and its growth looks
very promising because Malaysian people never left behind of fashion trend.

Since Christy Ng contributes in fashion industry specialize at footwear and bags

industry, Christy Ng provides many kind of shoes and bags style. For the shoes, they come out
with many peculiar styles of shoes categories like flats, high-heels, low-heels, peep toes,
sliders, sandals, and wedges which are suitable for works, events or even going out to shop.
For bags, they also appear with many categories such as handbags, tote bag, pouch, wallet,
bucket bag, saddle bag, shoulder bag, clutch, canvas and wristlets bags. They have myriad of
designs, colors and sizes available for consumers to choose. Consumers get to pick what kind
of bags or shoes that is satisfactory for their style and taste.

Business Model refers to a company's plan for making a profit by selling the products or
services. This plan includes target market and any anticipated expenses such as manufacture
and marketing of the service or product. They help new and developing companies to attract
investment, recruit talent and motivate management and staff. Established businesses should
regularly update their business plans or they will fail to anticipate trends and challenges ahead.
There are some of Business Models which are manufacturing, trading and franchising. A model
of the Business for Christy Ng Sdn. Bhd. is manufacturing.

The manufacturer business model utilizes raw materials to create a product to sell. A
manufacturing business can sell the products created directly to customers, which is known as
the business-to-consumer model. Another option involves outsourcing the sales aspect of the
process to another company, which is known as the business-to-business or B2B model.
Wholesaling manufacturers typically sell products to retailers, which then sell directly to
consumers. Christy Ng Sdn. Bhd. is manufacturer and retailer of their footwear since their brand
is known for its custom-made shoes that customers are able to customize their shoes from
scratch, from the color and shape of the shoe to the height of the heel. From using her living
room as working space, Ng now has two factories in Johor and the Klang Valley. One of the
experiences that the company has faced when they become the manufacturer and retailer of
her own brand is they used to take four weeks to make a pair of shoes in 2013, when they first
started. Now, they can finish it in four hours because they managed to upscale their operations,

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upgrade their machinery and automate many of their processes due to increase sales volume.
With all of these upgrades, the cost to manufacture a pair of custom-made shoes has dropped
significantly since 2013. If customers buy their shoes now compared with 10 years ago, the
quality is way better than before because automation does a better job.

However, Ng recalls that many shoe parts and material suppliers were not interested in
working with her company when they requested a specific shape or color because the store was
unable to commit to manufacturing in high volume back then. To just have the injection mould to
create the heel shape that customers needed, the company would need to order at least 10,000
to 20,000 pieces. So, in terms of creativity, their designs were limited due to a lack of
economies of scale. Thus, Ng considers limiting the shoe customization options available to
customers, despite the overall increase in demand for highly customizable shoes. They want to
streamline the customization process because there are certain sections of the shoe which they
do not want customers to customize for practical reasons. They will still allow major components
to be customized, such as the height of the heel, color or maybe fabric material, but they will not
let them customize every single part of the shoe. That is why she also highlights that ready-
made shoes are a central part of its business as well because that is a cheaper alternative and
more scalable. The customers are also able to get their products much faster than a
customizable shoe made from scratch. This is because there are a lot of brides who are about
to get married and are unable to wait four weeks to receive their shoes. Many customers need
the shoes at the very last minute. That is why they came up with this business model, so that
they can meet customers’ demands within a week or sometimes provide the shoes on the spot.

From what I can conclude, running a customizable shoe business is hard since most brands
do not offer such services because it is very challenging operationally as every pair of shoes
they make is unique. The human resources cost and times needed to create a unique pair of
shoes are much higher than off-the-shelf ones and there are a lot of intricacies involved when it
comes to meeting customers’ requests. Although Christy Ng customizable shoe business has
boomed since it was established, the process has been riddled with unique challenges. They
were the only player offering this sort of service in Malaysia and Southeast Asia at the time.
Thus, ready-made shoes and bags that they sell is an excellent choice to cover up any hole in
their business.

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2.0 PERSONAL ENTREPRENEURIAL COMPENTENCIES

Personal Entrepreneurial Competencies (PEC) refers to the key characteristics that should
be possessed by successful entrepreneurs in order to perform entrepreneurial functions
effectively. Competencies are defined as the combination of knowledge, abilities and attitudes
needed to accomplish a role efficiently. Entrepreneurs need to have these sorts of
characteristics since entrepreneurship is a strategic process of innovation, new venture creation
and includes both an art and science of converting business ideas into marketable products or
services to enhance the standard of living. There are a lot of characteristics including initiative,
sees and acts on opportunities, persistence, information seeking, concern for high quality work,
commitment to work contract, efficiency orientation, system planning, problem solving, self-
confidence, assertiveness, persuasion and use of influence strategies. Based on my
observations toward Christina Ng’s journey as a successful entrepreneur, she has two
characteristics which are Sees and Acts on Opportunities and Use of Influence Strategies.

i) Sees and Acts on Opportunities

An entrepreneur does not spend too much time waiting or praying for some ideal situation.
Instead, they stay vigilant for the little opportunities that pass them by on a daily basis and they
take advantage of these opportunities soon after they see it. Christina Ng always looks for and
takes action on opportunities. For example, she started opening her own business in
customizable shoes when no other business offers that to consumers at that time. It started
when she was asked to design shoes for a bride from North Carolina, the United States. The
bride contacted Ng via email when she found out about her brand on the Internet. She wanted
nine pairs of custom-made shoes for her and her eight bridesmaids in similar designs but in
different colors and different heights. She told Ng that no shoe brand in North America would
cater to her request. She wanted everyone to look similar in height and that was the reason for
the different heights for the shoes. Then, it was a huge break for Ng because it was Ng first step
towards making custom-made shoes. For Ng, she has no wrong offering customizable shoes for
customers because there are already a lot of business only selling shoes and customers only
have a choice to choose what is available on the shelves. Taking opportunities to offer
customizable shoes is great step to make her business growing even though it has its own risk
and difficulties since shoemaking relies a lot on injection-moulding to make the silhouette.

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In addition, she grabs opportunities by joining a competition to obtain her business’ finance
so that she would be less worried about the money to fund for her online business. Everybody
has their down time especially when it comes to money, same goes to Ng where the only
reason why she is going through a bad time is when she has no money. She survives by looking
for money everywhere at every single grant and every single competition. As what Ng said, her
primary school friend introduced her to the Inagural Alliance Bank BizSmart Innovation
Challenge. If she wins, she will get RM250,000. Thus, without wasting her time, she joined the
competition and luckily she got the RM250,000 and used it to build up a 3D customization
design engine for custom-made shoes on her website. As we can see, she knows when to take
the opportunities to get the money in a very quick way when she did not even guarantee that
she could wins the challenge. The money that she gets brings a lot of benefits to her company
when they even get featured in every major publication in the country which gave them a free
marketing. She also applied for Cradle Fund and gets rejected for two to three times. Thus, she
went all the way to Singapore to meet with the CEO of Cradle. She approached him
shamelessly by asking why the Cradle keeps on rejecting her. Then the CEO replied that he will
look for it when she gets back to Malaysia. In 2015, after she reapplied, she gets the
RM500,000 from Cradle Fund and that money was used to advertise her online business.
Sometimes we just need to keep on shamelessly doing it in order to achieve what we need.

ii) Use of Influence Strategies

Entrepreneurs who master the use of influence are significantly more successful than those
who do not. A success entrepreneur will use the strategy to persuade and convince the
consumers to buy their products because consumers will buy the products when the advertising
or people who suggest that product are compelling and cogent. For example, Christina Ng is
able to make use of influential people to reach his business goals like Christy Ng collaborations
with Yuna, Scha Alyahya, Syatilla Melvin and Mira Filzah. As I know, working with celebrities
creates more trustworthy look for a brand, especially if the brand is not well known. Celebrities
can really help bring that brand in to the retail light and to boost up sales especially when the
celebrities wearing their products in any events. Besides, celebrities are known to have a few
million followers at the least, so their social media posts can sometimes have a higher
engagement rate compared to advertisements. Recently consumers have been waiting in line to
see retailers present the latest celebrity-endorsed collections because nowadays, consumers
tend to remember and acknowledge a retailer more if a celebrity is collaborating or the face of

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the brand. Yuna who is a Malaysian musician that has been well-known internationally and has
nearly one million followers on Instagram teamed up with Christy Ng for a limited-edition Yuna X
Christy Ng collection of shoes and handbags which officially launched on 5th January at Bukit
Bintang City Centre Sales Gallery. Curious customers have already shown up at Ng’s office in
hopes of copping the accessories before its official release. People came to their office to buy
the collections which has no signboard but somehow they could find them. The response has
been overwhelming and they have sold a lot of units. Not only that, Christy Ng also collaborated
with a fashion icon that has five million followers on Instagram who is Scha Alyahya for Raya
2019. The limited edition Scha X Christy Ng collection focused on Malaysian craftsmanship that
features the dashing Leda shoes, a pair of V-cut pumps, and the Cali bag which comes in three
sizes. The collection sales have been really robust and consistent throughout the selling period.
Hence, collaborations with celebrities will make people believe that the product contributes to
superstar status and make people remember the products’ advertisements as well.

In addition, collaboration of Christy Ng with International Smartphones Brand which is Oppo

when they launched for the new Galactic Blue edition Oppo Reno4 Pro is one of the best
publicity to attract new consumers. Christy Ng contributes by creating a fashion bag which
speaks the identity of Reno, a style fit for the user’s everyday life. As a bag designer, the sling
bag is designed in a small package yet versatile with the thought of convenience yet elegance
to place the Oppo phones in it. In this way, international consumers who do not heard about
Christy Ng will acknowledge about the brand simultaneously can double the brand exposure
since Oppo is already well-known worldwide, thus their sales will be more escalating. Even if we
know that getting two big brands from different industry sectors to collaborate has its
challenges, Christina Ng definitely dare to venture getting out of the comfort zone to magnify her
business around the world.

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3.0 SWOT ANALYSIS
STRENGTHS (INTERNAL)
- Customizable shoe
- Internationally known brand name
- Affordable price
- Strategic outlets’ location
- Impressive marketing
- Customer’s satisfaction towards
the products
- Trendy designs
- Advanced website
- Clear business plan
- Detail description of all products
- Collaborations with well-known
brand and people
OPPORTUNITIES (EXTERNAL)
- Expanding outlets internationally
- Plenty rooms for more new styles
and colours
- Improving their brand image within
consumers’ mind
- Enlarging target audiences
- Emphasizing on products quality
and designs
- Collaborating more with big brands
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WEAKNESSES (INTERNAL)
- Design plagiarism
- Weak customers’ service
- Take ample time to produce the
customizable shoe
- Manufacturing capacity
- Careless salesman
- Difficult to find suppliers
- Postage fee is borne by customers
upon returning the shoes
- Refund to Gift Card
THREATS (EXTERNAL)
- Trend changes
- Intense competitions with other
business with established history
and experience such as Kate Mosella
- Financial condition in this weak
economy today
- Oversaturation of shoe market
- Other businesses often offer
discounts
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4.0 REFERENCES

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The Entrepreneur Series – Christy Ng (Christy Ng Shoes). (2019, October 9). Retrieved from
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Brock, T. (2020, July 3). What Is a Business Model? Retrieved from Investopedia:
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Christy Ng's journey from selling shoes at a flea market to e-commerce. (n.d.). Retrieved from
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commerce-20150722/
Coleman, A. (2017, June 26). What are the benefits of collaboration for big brands? Retrieved
from Virgin: https://www.virgin.com/about-virgin/latest/what-are-benefits-collaboration-
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Things They Love. Retrieved from WORLD OF BUZZ: https://worldofbuzz.com/4-young-
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Ho, S., Zainul, E., Appaduray, A., & Lin, W. E. (2017, November 27). Funding 101: Seeding for
start-ups. Retrieved from The Edge Market:
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Limited, E. &. (n.d.). EY Entrepreneur Of The Year Malaysia 2017 top nominees. Retrieved from
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Mustapha, K. (2018, July 11). From night markets to shopping malls, Christy Ng is a shoe-in.
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Nazir, S. (2019, February 5). Why do retailers collaborate with celebrities? Retrieved from Retail
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celebrities/

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Ng, C. (2019, June 7). Christy Ng: Walking Many Miles in Her Shoes. Retrieved from Astro
Awani: https://www.astroawani.com/berita-dunia/christy-ng-walking-many-miles-in-her-
shoes-222723
Rabimov, S. (2018, June 7). Modesty And Ambition: The State Of Malaysian Fashion Industry.
Retrieved from Forbes:
https://www.forbes.com/sites/stephanrabimov/2018/06/07/modesty-and-ambition-the-
state-of-malaysian-fashion-industry/?sh=77bef5065797
Sendirian Berhad (Sdn Bhd) Company in Malaysia – Business Owners Must Know. (n.d.).
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malaysia-business/sendirian-berhad-sdn-bhd-company-in-malaysia/
Suraya. (2018, September 15). How the fashion industry makes money. Retrieved from FMT:
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industry-makes-money/
TallyPress. (2015, December 16). Christy Ng – The next Jimmy Choo? Retrieved from
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Traditional Types of Business Models. (n.d.). Retrieved from Maryville University:
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models/#:~:text=Manufacturer,create%20a%20product%20to%20sell.&text=A
%20manufacturing%20business%20can%20sell,business%2Dto%2Dconsumer
%20model.
Wong, C. (2015, May 27). Q&A with Christy Ng: Taking eCommerce to the next level with
product customization. Retrieved from ec Insider:
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customization.html
Yap, J. (2014, February 21). Christy Ng, the next Jimmy Choo of Malaysia, has shoes you will
definitely love! Retrieved from Vulcan Post: https://vulcanpost.com/5279/christy-ng-the-
next-jimmy-choo-of-malaysia-has-shoes-you-will-definitely-love/
Yusoff, S. (2017, December 4). 10 Malaysian Fashion Designers Who Are Leaving Their Mark
In The Fashion Industry. Retrieved from #HHWT:
https://www.havehalalwilltravel.com/10-malaysian-fashion-designers-who-are-leaving-
their-mark-in-the-fashion-industry
Zi, T. M. (2019, April 12). Shoe designer Christy Ng’s collab with fashion icon Scha Alyahya
spotlights fine local workmanship. Retrieved from Malay Mail:
https://www.malaymail.com/news/life/2019/04/12/shoe-designer-christy-ngs-collab-with-
fashion-icon-scha-alyahya-spotlights/1742539
Zi, T. M. (2019, March 4). Shoe designer Christy Ng's bold moves to ensure her chic creations
remain popular. Retrieved from Malay Mail:
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to-ensure-her-chic-creations-remain-po/1728888
Zi, T. M. (2019, January 6). Yuna and Christy Ng’s fashion-forward collab champions
independent women. Retrieved from Malay Mail:
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forward-collab-champions-independent-women/1709600

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