Across the retail sector, women are revolutionising the way brands interact with their customers. Women like HYSSES’ Singapore Retail Associate, Penny, are taking steps to change the landscape by applying a mix of soft skills and problem-solving skills to meet their customers’ needs at the retail floor level. We speak to her on what it means to be a woman in retail – and how she is working towards achieving greater gender equality through her work.

Questions & Answers With Liaw Mei Lin Penny Marie –

Q1: What do the words ‘equality’ and ‘diversity’ mean to you?

Equality is about having equal opportunities to succeed. In the workforce, equality is important in the sense that people, regardless of gender, age and race, are given the same head-start and chance to succeed. To me, having equal opportunities at work is important as it empowers me to go the extra mile to serve walk-in clients and do well in my job as a Retail Associate. I am thankful that I have the opportunity to learn while on the job; from aromatherapy and essential oils to beauty and cosmetics. Indeed, being at HYSSES has allowed me to gain a deeper appreciation of aromatherapy and essential oils – while I progressively work on developing – and deepening – my knowledge in essential oils, aromatherapy, and scents.

Diversity is, to me, about tapping on one’s knowledge and skillsets to achieve a competitive advantage. With my soft skills, I am able to lean a personal touch to my customers and find solutions that are beneficial to their needs and or requests.

Q2: What does it mean to be a woman in the retail industry?

I chose to work in retail as I feel that the sector offers me the opportunity to showcase my soft skills in selling and make my mark. At the same time, the retail sector offers me the flexibility to work around family commitments and I am able to manage very, very important matters at home while living up to a rigorous schedule.

Q3: What privileges or challenges do you face in your day-to-day work? How do you embrace and or overcome them?

Working in the retail sector has allowed me to appreciate people of all backgrounds and nationalities. This has allowed me to connect with and understand people at a much deeper level in order to value-add their lives and solve personal problems. At the same time, I feel a strong sense of achievement in solving their issues.

Q4: What stereotypes about women in the retail/services industry do you wish to see being broken?

One of the key misconceptions about the retail and or services industry I would like to see being addressed is that women in this line of work are followers and not leaders. Wrong. Women, like men, are capable of great things and are able to step up to the plate and take on leadership responsibilities. As a Retail Associate with HYSSES’ Singapore, I frequently find myself being an advocate to the people I serve, sharing with them tips and lifehacks that could impact their day-to-day lives for the better, of course! Who dares say that being a Retail Associate would not help you stand out as a professional?

Q5: What role or impact would you like to play in relation to women's rights and gender equality, today?

I would like to see women rise through the ranks to leadership positions in the management – especially in the retail and services industries. It sounds like a mountainous task but I believe it can be achieved – so long as everyone has the same mindset. As a member of the retail industry, I would like to impact the industry that I am a part of by showcasing my strengths by delivering excellent customer service and seeing greater levels of customer satisfaction.