Two friends, a boutique in Chinatown, and a passion for souvenirs
Unforgettable Singapore began with Ashley and Amelia — two young women who grew up in the heart of Queenstown, Singapore, and turned an unquenchable passion for exploration into a business.
After their graduations, an unquenchable passion for exploration and adventure blossomed within them. They embarked on remarkable journeys — from the bustling streets of Bangkok and Jakarta to the tranquil landscapes of Perth and Auckland, savouring the rich cultures of Osaka and Kyoto and cherishing every moment.
During these travels, the two explorers uncovered a unique way to capture the essence of the places they visited: collecting extraordinary souvenirs. These weren't just trinkets, but cherished pieces that held the power to rekindle the sights, sounds and emotions of their journeys — windows to the world, adorning their living spaces.
Back in Singapore, they carried an unshakeable desire to share that passion with the world, and to turn souvenir shopping into an effortless, enjoyable experience for everyone. That vision became Unforgettable Singapore — a charming boutique nestled in the heart of Chinatown, and quickly the go-to haven for tourists in search of unique Singaporean souvenirs and premium gifts.
Then the pandemic shook the world. To stay afloat, we made the heart-wrenching decision to temporarily close the shop. Singapore's usually bustling streets fell into eerie silence as international visitors disappeared overnight.
To support themselves, they took up odd jobs — even working as baristas. But as the world reopened and visitors trickled back, their spirits soared. The return of iconic events like the Singapore Grand Prix, and of international travellers, inspired them to rebuild the business from the ground up — this time taking it online and embracing the digital landscape.
Today, at UnforgettableSingapore.com, we stand united in one commitment: to offer souvenirs that beautifully capture Singapore's culture and heritage, while adapting to the evolving preferences of our visitors. That dedication extends to eco-friendly options, in line with global sustainability efforts — and to corporate gifting, where our experience with bulk orders helps companies choose distinctive, Singaporean-themed gifts that leave a lasting impression.
This is the tale of two friends who transformed their passion into a thriving business — through the trials of the pandemic and out the other side, still sharing their love for travel, culture and eco-conscious living.