A Jesmonite reseller who received an email announcing a new hub in Europe realised there should be one in her area too – and pitched to be the one!
Elaine Tan got the opportunity to build a hub to stock and provide Jesmonite for all resellers across the South East Asia and Taiwan area.
Her business Resin Play launched in 2018, and Elaine and her team have been playing with and selling Jesmonite for many years. They are now pleased to supply Jesmonite beyond their direct customers to other resellers in the region as well.
Reseller to hub
She said: “We have seen the Jesmonite scene explode with people wanting it.
“It has been a big part of Resin Play and we were delighted to become a reseller in 2021 – now, to establish as a regional hub is a milestone for us. I’m so pleased to be able to scale up and become a hub now, which will make it easier, quicker and cheaper for everyone across this region to get Jesmonite stock.”
Previously resellers in the region had to order huge pallets of Jesmonite due to long
lead times on the product being shipped from the UK headquarters and Elaine said this was not perfect due to the humid conditions in the South East Asian region, creating logistical challenges for resellers.
Now, as a regional fulfilment hub, Resin Play has secured a warehouse to store
Jesmonite and decant the product into its brand new packaging for resellers.
Cater for the local market
Through market research, coupled a strong background in branding, Elaine
proposed and executed a new brand strategy to strengthen Jesmonite’s presence in the region.
The Resin Play team believes in building lasting equity through consistent brand identity and messaging that caters to consumer tastes within South East Asia.
“Maintaining a consistent brand identity will be crucial to building consumer
confidence in Jesmonite as a premium, high-quality brand,” she added.
Elaine has begun spreading the word and working to build new relationships with businesses across the region – she said it is a huge benefit to be able to connect with neighbouring regions so quickly; working in similar time zones aids faster communication.
Get Jesmonite faster
She said: “I am very excited, I did not think we would be doing this when we started Resin Play seven years ago.
“With the challenges that I had faced as a reseller, I knew something needed to change. I am so pleased that we are moving towards a more efficient model with a
unified Jesmonite brand experience.
“Our strategic location will enable reduced delivery times. With a faster turnaround
time, the product will invariably be fresher too.”
Know it is genuine Jesmonite
Elaine added that her branding strategy for the hub will also help protect the Jesmonite brand, due to limited legislation in the region leading to confusion. She said recognising Jesmonite’s unique quality is central to its identity.
“Brand protection is important too, I don’t want it to be diluted, and I want people to know it is genuine Jesmonite,” she added.
“Resin Play will be the authority on brand and quality control. This is so important because Jesmonite is a premium product. I have tried every other brand that claims to work like Jesmonite, but I gave up eventually because they were so poor in quality and disappointing in comparison. It is just not the same.”
Resin Play will continue to run workshops at their studio at ArtPlay Haus, based in Singapore, and service their existing customers, many of whom have transited selling their own creations.
Anyone who wants to place an order or become a reseller in the South East Asian and Taiwan region should email orders@resinplay.sg.
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