As some of you might have noted, the ones that are used to come often reading White As Milk thanks to Bookjunkie, Crystal, Kless and Andy writing talents, White As Milk has now a new skin. White As Milk was a small blog gathering parents and describing an ecommerce project from the inside to become a proper online merchant site, where busy parents will be able to save money and time by subscribing to diapers and milk.

To be honest, it is a real challenge that I have taken there. Trying to sell product online in a brick and mortar shopping mall paradise. When I talk about this project to people, I have sometimes the same answer: “you know, many have tried to sell online in Singapore. They failed. It is so easy just to go down the street and get what you want.” True. But I wanted to give a try. I am convinced that we (the white as milk team) are able to reproduce the human relationship that our old shop used to have, even by selling online. White As Milk has been designed to serve only Singapore. It is a big and small market at the same time. It is small compared to the rest of the world, it’s big if you want to be sure that every single customer that you have will be an happy customer.

Just to give you a quick overview of the website. As our tag line describes it, White As Milk main feature is that you can subscribe to diapers and milk. I found our diapers and milk offer limited for the time being but our aim is to make it growing along with the business. We first decided to focus on the most distributed brands in Singapore. In a second step, we’ll add brands that are more difficult to find in Singapore or more specific to certain baby needs.

But we did not want to sell only diapers and milk, we figured out that there are plenty of other products that are sold in the rest of the world but not in Singapore. So we decided to hand picked baby products that we love as parents and are not easy to find in Singapore. For example, we felt in love with four cow farms, an organic skincare brand which hides a true and genuine family story. We’ll talk separately about it in the coming weeks.

There it is. The website is now live. And we are ready:

Ready to serve you and help you to spend more time with your children. This is the only reason that pushed us to create White As Milk.