SAS alumni save elephants through social enterprise

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Front page of OHMYELE merchandise store.

OHMYELE is an online store started by two Singapore American School alumni, Amber Lo and Vritti Sethi. The money raised from each purchase goes towards Save the Elephants, an organization that was founded in 1993 to monitor and protect elephants in Africa. Two compassionate students with an interest in saving elephants stepped out of their comfort zones to start a campaign that raises money and spreads awareness through fashionable elephant-themed clothing and accessories.

Vritti said, “I was extremely wary of how we would handle all the technicalities that come with starting a business. However, we both learned as the business progressed – from developing the website to sourcing suppliers. It has been a fun journey.”

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OHMYELE merchandise

Amber and Vritti are a perfect match for each other. Not only are they very close friends, but they also have expertise in different areas of business-related work. Vritti handles most of the financial aspects of the business, while Amber handles the creative marketing and design for the company.

Three months was all it took to start this small business. Amber said, “We thought Save the Elephants was one of the most worthy causes because instead of donating money to the country’s government or a single entity, Save the Elephants hires leaders in elephant science to not only sustain the ecological integrity of the places these mammals live in, but to also protect them from ivory poaching.”

Although their business is less than a year old, it has already made it into the public eye. According to Amber, “Social media is such a powerful tool that you have to utilize if you want to target new audiences in different markets.”

They started it in Singapore and soon the word spread. Because this campaign is for a good cause, people in the U.S. are also interested and are buying these products.

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Brand ambassador Aimee Cheng-Bradshaw in OHMYELE’s favorite product.

Their brand ambassador for OHMYELE is model and SAS alum Aimee Cheng-Bradshaw, a longtime friend of theirs who has starred in Asia’s Next Top Model. Aimee joined this team because of her own passion as an advocate for animal rights. 

Although the business continues to grow, Vritti and Amber said their Classic Short Sleeve Pocket Tees are the best sellers. They are always looking for different ways to make new designs for the customers who have the same goal as themto protect elephants.

“Ultimately, I am proud that in over six months, we have generated revenue that is substantial and we can be donating it and helping to aid elephants, a cause that we both are very passionate about,” Viritti said.

Check out OHMYELE’s website for the full range of merchandise, and as Aimee said, “help them to help these elephants, one shirt at a time.”

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