I’M IN @ JEM: The Future of Comfort
We’ve landed in the West and it’s unlike anything we’ve done before.
On 23 & 24 August 2025, we officially opened doors to our very first West-side store at JEM. It’s not just a new space, it’s a new chapter. A different concept, a fresh vibe, and for the very first time, we launched our Regular & Plus ranges together in one collection.
I’M IN the future of comfort.
Our launch spotlight: the FORME Seamless Machine-Wash Collection. Bras and cheekies designed to move with you, go straight into the wash, and feel like second skin. Available in four shades: Rosy Peach, Barely Nude, Storm Mocha, and Black. This collection marks a first for us: sizes from A all the way to F cups, so every body gets to feel the future of comfort.
A soft launch for JEM
We kicked things off on Friday night with an intimate first look at our JEM store. Media, KOLs, and friends of the brand gathered to explore the new space and try on the FORME Collection before anyone else.
Between the buzzing conversations, laughs shared in the fitting rooms, and heartfelt messages left in our audio guestbook, it felt less like an event and more like a celebration of everything we’ve built together. It was the perfect way to set the tone for opening weekend.
Opening Weekend with #IMINXXfam.
Saturday and Sunday belonged to you. From RSVP priority access to trying on the FORME Collection first, the excitement was palpable the moment doors opened. Our community showed up in full force — filling the racks, testing fits, and celebrating the milestone with us.
Swag bags and little surprises made their way home with you, but what stood out most was the energy: friends shopping together, new faces discovering us for the first time, and familiar ones who’ve been with us since the start. JEM was alive all weekend, and it’s all thanks to you.
This is only the beginning.
Our first West-side store is here to stay and it’s here to change how comfort looks and feels. Come visit us, see the space, and step into the future of comfort.
📍 JEM, #03-47, 50 Jurong Gateway Road 🕒 11AM – 9:30PM daily
