• Business Profiling
  • Founder Profiling
  • Press Release
  • Thought Leadership

ReCasa Living

Elevating Luxury Home Design & Executive Authority in Singapore
ReCasa Living case study banner
ReCasa Living mission coverage
The Mission

ReCasa Living came to Grow Public Relations to translate its high-end craft, such as bended marble and bespoke architectural elements, into stories the market would want to read, and to establish founder Hillary Tjioe as a female entrepreneur with her own point of view in a traditionally male-dominated field.

The campaign placed ReCasa Living in The Straits Times' curated design and home news roundup and secured an in-depth profile of founder Hillary Tjioe in The Ladies Cue's TLC x Fempreneurs Series, which was further shared on Instagram and Facebook, positioning ReCasa Living and MM Galleri Singapore as names for premium interior concepts and bespoke living.

Client

ReCasa Living, a Singapore home living and interior design brand operating alongside MM Galleri Singapore.

Sector

Luxury home living, bespoke furniture and natural stone.

Services

Business profiling, founder profiling, press release and thought leadership, by Grow Public Relations.

Headline Result

ReCasa Living featured in The Straits Times design and home news roundup, with founder Hillary Tjioe profiled in The Ladies Cue's TLC x Fempreneurs Series.
The Challenge

Singapore's luxury interior and furnishing market is crowded. Buyers see a constant stream of generic furniture brands and mass-market importers. ReCasa Living and MM Galleri Singapore needed a brand story that explained their high-end craft, such as bended marble and bespoke architectural elements, in a way that felt approachable.

Founder Hillary Tjioe also needed a public profile. Materials and interior styling has traditionally been a male-dominated field, and the campaign set out to establish her as a female entrepreneur with her own point of view.

The real task was translation. Technical craft had to become stories that property owners, interior designers and lifestyle editors would want to read.

What we did

National lifestyle coverage. Grow Public Relations pitched ReCasa Living's home design solutions to national lifestyle media. The Straits Times included ReCasa Living in its curated design and home news roundup, placing the brand alongside global lifestyle and interior trends.

Founder profile. We secured an in-depth profile of Hillary Tjioe in The Ladies Cue as part of its TLC x Fempreneurs Series. It covers her vision, her design approach and how she built the business across MM Galleri Singapore and ReCasa Living.

Social amplification. The Ladies Cue shared the profile on Instagram and Facebook, taking it to design-minded readers on social media.

The Results
  • National press: ReCasa Living in The Straits Times design and home news roundup.
  • Founder profile: Hillary Tjioe in The Ladies Cue's TLC x Fempreneurs Series, shared on The Ladies Cue's Instagram and Facebook.
  • Positioning. The coverage presented ReCasa Living and MM Galleri Singapore as names for premium interior concepts and bespoke living, and introduced Hillary Tjioe as a female founder in interior design and home living.
National press and founder profile placements
ReCasa Living and founder Hillary Tjioe earned placement in The Straits Times' design and home news roundup and an in-depth profile in The Ladies Cue's TLC x Fempreneurs Series, shared further on Instagram and Facebook.

Frequently Asked Questions

How does PR work for luxury furniture and interior design brands in Singapore?
PR for a luxury interior brand works when it gives editors two things: a design story worth showing and a founder worth hearing from. Grow Public Relations did both for ReCasa Living in Singapore. Its home design solutions went to national lifestyle media, and The Straits Times included the brand in its design and home news roundup. Founder Hillary Tjioe was profiled in The Ladies Cue's TLC x Fempreneurs Series. In a market crowded with generic furniture brands and mass-market importers, that combination gave ReCasa Living and MM Galleri Singapore a clearer identity.
What media coverage did ReCasa Living and founder Hillary Tjioe receive?
ReCasa Living was featured in The Straits Times as part of the newspaper's curated design and home news roundup. Founder Hillary Tjioe received an in-depth profile in The Ladies Cue's TLC x Fempreneurs Series. The profile covered her vision, her design approach and how she built the business across MM Galleri Singapore and ReCasa Living. The Ladies Cue then shared the feature on its Instagram and Facebook pages. Grow Public Relations secured the coverage through business and founder profiling, matching the brand story to national press and the founder story to a women-in-business platform.
What does a design news roundup placement do for a home furnishing brand?
A roundup placement puts a smaller brand in the same column as the trends and names readers already follow. For ReCasa Living, Grow Public Relations pitched the brand's home design solutions to The Straits Times, which included ReCasa Living in its curated design and home news roundup. Appearing there placed ReCasa Living's offerings alongside global lifestyle and interior trends in a national newspaper.
How do you turn bended marble and bespoke stonework into a lifestyle story?
You explain the craft through the person behind it and the homes it ends up in, and keep the technical detail light. ReCasa Living and MM Galleri Singapore specialise in natural stone craftsmanship, including bended marble and bespoke architectural elements. Grow Public Relations framed that work through founder Hillary Tjioe, whose profile in The Ladies Cue covered her design approach and how she transforms living spaces. The Straits Times placement showed the brand's home design solutions to general readers. The craft stays the substance, while the founder and the finished home give editors a reason to cover it.
Which PR agency in Singapore works with luxury home furnishing and interior design brands?
Grow Public Relations is a Singapore PR agency that works with luxury home furnishing and interior design brands. For ReCasa Living, which operates alongside MM Galleri Singapore and specialises in bespoke furniture and natural stone, Grow Public Relations placed the brand in The Straits Times design and home news roundup. It also secured an in-depth profile of founder Hillary Tjioe in The Ladies Cue's TLC x Fempreneurs Series, which The Ladies Cue shared on Instagram and Facebook. The work combined business profiling, founder profiling, a press release and thought leadership.
Why profile a female founder in a traditionally male-dominated design trade?
A female founder in a male-dominated trade is a story in itself, and it gives the brand a human face. Materials and interior styling has traditionally been led by men. Grow Public Relations positioned Hillary Tjioe, founder of ReCasa Living and MM Galleri Singapore, as a female entrepreneur with her own design point of view. The Ladies Cue profiled her in its TLC x Fempreneurs Series, covering her vision and business journey. That gave ReCasa Living a founder voice to sit alongside its product coverage in The Straits Times.

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