It’s a humid afternoon in Singapore when we arrive at Jamie Chua’s Sentosa Cove residence – just hours after her return from Japan earlier that day – a modern sanctuary nestled in a tranquil, waterfront enclave. We’re greeted by the soft fragrance of blooming Anne Sophie Pic roses from her meticulously tended garden, where the socialite and online personality cultivates vegetables and herbs, and even keeps Silkie chickens.
Stepping through the entranceway, a pair of elegant Dior Medallion Blue Toile de Jouy chairs welcomes us along a white corridor fitted with wooden wainscotting panels, setting the tone for the home’s Parisian-inspired aesthetic. The living room unfolds in a palette of neutral tones with black accents, exuding a refined elegance reminiscent of Dior’s Avenue Montaigne boutique – a deliberate design choice by Jamie.
Scented candles, Louis Vuitton trunks, vibrant artworks, and rare objets d’art further embellish the space, each telling a story of Jamie’s sophisticated taste and pleasures. We can go on about the Baccarat crystal chandelier and gold-toned wine chiller accentuating the adjoining dining room, or the English-inspired conservatory and private spa sanctuary elsewhere in her lavish abode; but the greatest reflection of Jamie’s passion is undoubtedly her walk-in wardrobe on the second floor.
Famously holding one of the world’s largest private collections of Hermès bags – over 200 by some counts – this is precisely what brought us to Singapore for our Collectors Issue, but to reduce her to numbers would be missing the point. As Jamie shares, “I never collect just for the sake of it. It’s about their value and my belief in the classic, timeless style.”
With that, we step into her world – a vault of luxury icons curated with intention.
The making of a collector
Jamie’s journey as a collector began long before her rise to social media fame. “At 15, I was already modelling luxury products even before I could afford them,” she shares. Her early career as a flight attendant with Singapore Airlines only deepened that exposure. “Flying to places like Paris, Tokyo, Milan – you can’t help but be influenced by the culture,” she recalls about the roots of her love affair with designer goods.
Her first major purchase – a Louis Vuitton Keepall bag – wasn’t a flashy choice, but a practical one. “It was something I used for work. All the flight attendants wanted it, so I worked for a couple of months, saved the money, went to Paris, and bought it myself,” she says.
“I was already modelling luxury products before I could afford them.”
The bag that truly ignited her collecting instinct, however, was a classic black Chanel Square Flap she bought at the age of 17. She went on to purchase the same bag in different colourways, eventually selling the original piece after an unfortunate incident involving a waiter spilling ais kacang all over it. Nevertheless, she smiles as she tells us she’s recently acquired a similar reissue that’s “even better” thanks to its adjustable strap.
“Those were also my Versace days, where I had many ‘90s runway outfits, some of which I still keep in my wardrobe until today. Randomly, I do take them out to wear,” she continues, bridging her love for bags with her fashion sense. “I don’t usually go for trendy pieces. I tend to prefer something very tailored, of good material, and classic – that’s more my style.”
Inside Jamie’s vault
Today, Jamie’s jaw-dropping closet features dedicated storage for every category of clothing, footwear, and accessory you can think of. Picture organised sections for her vast array of couture dresses and gowns; a rack each for her favourite Chanel, Dior, and Saint Laurent jackets; carefully measured drawers to fit hats and belts of all sizes; a hidden storage space for her sunglasses and hanging scarves; and modular display shelves for her finest jewellery pieces.
Then there’s her shoe closet, spanning diamond-embellished Christian Louboutin platforms to knee-high Gucci boots. But the pièce de résistance is, hands-down, the custom-designed bag house for her renowned Hermès bag collection. It’s crafted from specially fabricated curved tempered glass with stainless steel shelves coated in wood finishing, complete with dehumidifiers to keep the bags in pristine condition.
Of course, the carrier that gets the most attention from her arsenal is the Himalaya Diamond Birkin – one of the most expensive and coveted handbags in the world. One bag alone would set you back at least US$300,000 – she has two, plus one more in the Kelly model. “I make sure that whatever I put my money on is going to be a good lifelong investment. Not necessarily in the financial sense, but it must be something that will last a long time – that, to me, is a very good investment.”
“I make sure that whatever I put my money on is going to be a good lifelong investment.”
It goes without saying that her vast collection didn’t grow overnight. Nor was it ever about flexing for the sake of fashion. “Yes, I do have a lot of bags, but I’m not counting them and I’m not, you know, super proud of a number. I don’t keep track of my collection, but somehow, I just know if something is missing,” she says matter-of-factly.
“People think I buy everything I see, but I’m actually very selective,” she adds. From our observation, the meticulous ways in which she curates and organises her closet certainly support this claim. On what makes something worth collecting to her, Jamie quips, “I always like a good story. And of course, we are all drawn to rarity, but I only buy something if I feel it suits me. I won’t get something just because it’s rare or trending.”
That selectiveness extends to how she maintains her collection. “If a piece no longer fits into my lifestyle or closet, I let it go. Space is so precious; I don’t wish to dedicate a spot for something that I don’t think belongs there,” she opines. Simply put, Jamie treats her wardrobe as a living archive – one that constantly evolves with her.
From collecting to creating
Jamie’s enviable collection naturally became a catalyst for her social media stardom. “It all started as a hobby,” she says. “I love photography – I was an A1 student in it during my days school – and Instagram became a way to explore that.”
Back then, the idea of showing off your closet online was relatively novel, especially in Southeast Asia. Little did she expect her following to rise rapidly, attracting brand offers and collaboration requests along the way. “My digital presence accidentally became a job,” she laughs. “But I think being a collector gave me a head start.” This was before the current age of influencers, making Jamie one of the pioneers in the game.
“My digital presence accidentally became a job, but I think being a collector gave me a head start.”
Despite regularly creating content for Instagram and YouTube for over a decade now, amassing over 1.5 million followers and 38 million views on the respective platforms, Jamie still finds joy in the process. “I find it therapeutic for me to create. I love to look at beautiful things that I’ve curated – it just gives me that sense of peace,” she muses.
Importantly, she asserts that her content doesn’t dictate her consumption. “I think social media might make one not selective about what they buy. When people see what someone else has, they want it too, right?,” she points out. “But I’m just not like that because I started building my collection long before people know me for it.”
A life and legacy of luxury
So, what’s next on the list to add to her collection? Pausing for a moment to ponder, Jamie finally replies: “I always say: it’s the handbag that chooses you.” At the end of the day, she believes it boils down to the right timing, intuition, and experience. “After many years of collecting and making mistakes, you will know by instinct what works for you and what doesn’t.”
Having said that, she’s recently found herself on the hunt for vintage Chanel pieces from the late ’80s and early ’90s – not just because of their rarity or prestige, but because of their resonance. “That represents a very special time to me because I was young and just starting out in life. I wore some of those pieces while carrying my babies after they were born so it’s very nostalgic for me,” the mother of two – Calista and Cleveland – reminisces fondly.
When it comes to her legacy, Jamie doesn’t see herself as a celebrity or fashion influencer. “I’m not a fashion icon,” she says firmly. “I’m a serious collector – not someone who accidentally became rich and decided to buy 100 handbags.”
Ultimately, being a collector isn’t about the figures or headlines for Jamie. Her interest lies in the acquisition and preservation of fashion history. “I want to be remembered as someone who valued craftsmanship and quality, and who took time to understand and appreciate it,” she concludes.
After all, anyone can buy a bag. But it takes something else entirely to build a life around style, meaning, and memory.
Featured image: Jamie wears a Dolce & Gabanna dress, paired with her own bags, heels, and jewellery.
Editor and words: Natalie Khoo
Creative direction: Driv
Art direction assistant and coordination: Imran Sulaiman
Photography: Hans Goh
Photography assistant: Ren Jie
Videography: Khairul Irsyaduddin
Video concept and subtitles: Charmaine Loh
Styling: Isaac Chong
Hair and makeup: Rick Yang | Artistry.Studios
Shot on location at Jamie’s residence in Sentosa Cove, Singapore