BFM 89.9
The Business Station
Jaedals: Life's Too Short for Boring Sandals
29 mins·10:00, 21 Oct 2026
Jaedals: Life's Too Short for Boring Sandals
29 mins
·
10:00, 21 Oct 2026
·
Recommended
Guest: Maggie Chan, Founder, Jaedals
Jaedals was created to kill the historical compromise between comfortable “trekky sandals” and style. But the brand's true differentiator lies in its unconventional production engine. Rather than relying wholly on traditional factory assembly lines, the company employs underserved women across Singapore who sew and embellish the sandals directly from their own living rooms.
After spending nearly two decades building global campaigns for advertising agencies like Ogilvy and TBWA, founder Maggie Dumra launched the brand last year and immediately weaponised her corporate experience to scale the business. Today, Jaedals operates a flagship store in Orchard Road's Mandarin Gallery and secures premium shelf space at Club 21 and KrisShop. By deliberately reinvesting every dollar back into product and team development, the bootstrapped company tripled its revenue over eighteen months without taking a single cent of institutional equity. Now, the brand is pushing into its first international market: Malaysia.
Maggie joins us to unpack the precise unit economics of a Jaedal sandal and the real financial trade-offs of her decentralised production model. We explore why the company actively chooses to delay profitability, and whether a brand deeply tied to one city's culture can successfully capture the Malaysian market.
Presenter: Audrey Raj
Producer: Audrey Raj, Carol Wong
Share:
Recommended
Jul 3
·
23 minsHand-Stamped and Hard-Earned
Jun 30
·
52 minsIs Treating Yourself Breaking The Bank?
Feb 27
·
42 minsAsia’s Obsession With Weight and Body Shape
Recent episodes
0
Latest stories
Podcasts · Oct 21 · 2:00AM
Jaedals: Life's Too Short for Boring Sandals
29 mins
Podcasts · Oct 21 · 29 mins
Jaedals: Life's Too Short for Boring Sandals
Podcasts · Oct 21 · 12:30AM
US Midterms: A Battle for Congress
10 mins
Podcasts · Oct 21 · 10 mins
US Midterms: A Battle for Congress
Podcasts · Oct 20 · 11:45PM
When Wealth Becomes More Than Money
1 min
Podcasts · Oct 20 · 1 min
When Wealth Becomes More Than Money