In the ever-changing world of fashion, adaptability, creativity, and a strong sense of identity are key to success. For sisters Helen and Heliene Tan, co-founders of Doublewoot, their brand is not just about fashion – it’s a testament to their unbreakable bond as sisters.
Their journey from diverse academic backgrounds to building a thriving online fashion label is a story of trust, mutual respect, and shared passion.
Harnessing differences for a stronger brand
Helen and Heliene may share the same roots, but their individual strengths and distinct personalities have shaped Doublewoot into the brand it is today.
Helen, who is the older sister with a background in industrial design, has a passion for marketing and chic classic styles, while Heliene, who initially pursued law, excels in photography and favours minimalist aesthetics.
“We work together by utilising our different strengths to build a sustainable fashion business,” Helen shares. Rather than seeing their differences as challenges, they use them to their advantage, creating a dynamic collaboration that fuels creativity.
Despite their 5-year age gap, their combined vision ensures that Doublewoot maintains a versatile and ever-evolving collection that resonates with modern women seeking both quality and style.
Beyond aesthetics, their unique skills also allow them to oversee different aspects of the business, from curating collections to working closely with suppliers. By combining their expertise, they ensure that Doublewoot delivers high-quality designs at affordable prices – something their loyal customers have come to appreciate.
Trust, communication, and overcoming challenges
Running a business with family comes with its challenges, but Helen and Heliene have found a way to navigate disagreements without disrupting their shared vision.
“Instead of letting emotions take over, we let each person take ownership of the areas we are most passionate about at that period of time,” Heliene explains.
This mutual trust allows both of them to have creative control over different aspects of the business while still maintaining a unified direction. When one of them has an idea for a collection, they support and trust each other’s instincts, ensuring both voices are heard while still keeping the brand cohesive.
Disagreements are inevitable, but the key to making it work is clear communication and a deep understanding of each other’s strengths. “Navigating these moments successfully comes down to mutual respect, clear communication, and a shared long-term vision,” Heliene says.
Having a sibling as a business partner means there is an unshakable foundation of trust – something that cannot be easily replicated in traditional business relationships.
Blending passion and business for longevity
Helen and Heliene don’t see work and life as separate entities; instead, they embrace Doublewoot as a natural extension of their shared passion. “To us, we don’t really want to separate our work and life, but rather make Doublewoot a part of our journey together,” Heliene shares.
This deep love for fashion is what keeps them motivated to constantly innovate – whether it’s experimenting with new fabrics, refining tailoring techniques, or leveraging digital platforms to engage with their customers.
They challenge each other creatively, refining ideas and pushing boundaries to ensure that Doublewoot remains a go-to brand for stylish, well-tailored fashion at affordable prices.
Despite the pressures of running a business, they find strength in their relationship as sisters. Supporting each other emotionally and creatively helps them navigate the challenges of the fashion industry. “The fashion industry thrives on evolution,” Helen says. “Being adaptable and open to new ideas helps the brand stay ahead of the curve.”
For Helen and Heliene, Doublewoot is a shared dream rooted in passion, resilience, and family ties. Their success highlights the strength of sibling connections in business, and as they put it best: “Two is better than one.
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