It began with a holiday to Lady Elliot Island in Australia, where Michelle Chow intended to dive in the Great Barrier Reef and relish the stunning corals and underwater marine life. She was impressed by the conservation efforts, which allowed her to witness Mother Nature’s beauty.
“I didn’t realise that protecting and conserving the corals and the reefs can look this beautiful. And then I thought, within my lifetime, there are already significant changes in the reefs that I’ve been to when then got me to thinking that if I wanted to bring my young niece to snorkel a decade later or so, the coral might not be there anymore,” says Chow in an interview with Options.
That realisation sparked a journey: She started reading more about climate change, understanding that humans play a significant role in causing it and are responsible for addressing it. This pivotal moment led her to take a stand and take action.
“I started a fundraiser on (crowdfunding platform) Kickstarter. That’s how Pass It On got started,” adds Chow. She thought that if her goal was to raise funds for climate change, she should also have eco-friendly products. It was a literal lightbulb moment and Chow decided on candles.
Passion project
At first, she thought creating the product would be nice and easy. Yet, after putting in time and effort, she realised it was more challenging than expected.
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Despite this, she stayed committed to making candles more eco-friendly in a circular way. “How can I give this product a second life and extend its life cycle? That was when I thought it could be planted after you’ve finished burning the candle,” adds Chow.
People liked her idea and supported it. Chow raised about five times her initial funding successfully. Instead of a one-time donation to a single beneficiary, she turned it into a brand — Pass It On — to keep giving back to reforestation.
With support from Kickstarter, friends and loved ones, Pass It On came to life in 2019. Initially managed as a passion project while working at an advertising firm in Shanghai, it was not until the pandemic in 2021 that Chow returned to Singapore and decided to pursue her passion fully.
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“I was because I saw an actual demand and a sizable market. I could see the potential growth of this company. And this was when I decided to return to Singapore and hop into this full-time,” says Chow.
Starting was not without its difficulties. “At the beginning of 2019, I was still straddling between my advertising job and doing this on the side. Then, when I decided to start the company in 2021 officially, it was right smack in the middle of the pandemic. There were a lot of challenges.”
At first, it was tough for her to set up a physical presence in the market. Everything had to be online, making it tricky for customers who could not smell the candles before purchasing. It became a decision based on chance and luck.
Chow also encountered various operational challenges, including logistics restrictions and difficulties in hiring manpower. “Having frequent lockdowns did cause a lot of challenges for me, but that also forced me to be flexible and adaptable,” she says.
She stresses that the brand’s core message — its identity and why it acts — needs to reach consumers. With her advertising background, she values storytelling, especially for purpose-driven brands like Pass It On. It is more than just promotions; it is also about connecting with a wider audience through a meaningful purpose.
Sustainable living
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Chow’s candle products mirror the mission she aims to accomplish, but it does not end there.“I think we had a good momentum when we started our plantable candles. It sets the tone for what our brand stands for — sustainable living. So, we decided to expand into more categories that support that lifestyle.”
On Pass It On’s website, consumers can explore signature candle products and a thoughtfully selected range that promotes a sustainable lifestyle. Beyond candles, the website serves as a marketplace, offering various products, from personal care items to food and fashion wear. Pass It On features local and overseas brands committed to innovative and sustainable products.
“We realised that there are a lot of local brands that are sustainable and purpose-driven. We do consign them. But we realised that our consumers are looking for a physical space to view the products from these local brands before purchasing. Consumers want to attend events and look for meaningful experiences,” says Chow.
In 2022, Pass It On launched Green-House, Singapore’s first and largest immersive shop-the-house retail experience. Guests can explore sustainable home and lifestyle products in different spaces at home. Green-House aims to introduce local, sustainable brands, inspiring consumers and businesses to be more climate-conscious in their daily actions, big or small.
It also provides a showroom tour where each room is specially arranged to demonstrate how each sustainable brand can be incorporated into a home. She adds: “Consumers can see all the products in action. At the core, it is somewhat like a bazaar, but a much more immersive one.”
Looking ahead
Green-House started small last year with just 43 brands. It was a success, drawing the government’s attention and they supported Chow to “expand everything.” By July, Green-House had gathered around 70 local, sustainable brands and even partnered with Mercedes Benz for the event.
“We knew this year’s event would be bigger, but we didn’t expect this much interest. Green-House is a holistic retail concept and not siloed like most marketplaces,” says Chow.
Through Green-House, Chow aims to assist people toward a more sustainable lifestyle. “We don’t want a handful of people doing zero waste perfectly; we hope millions will try even though it is imperfect,” Chow says.
Looking ahead, Green-House is coming back next year, with smaller events in between. As for Pass It On, she hopes to expand the offerings on the website, providing “something for everyone.” She also plans to introduce new scents for the plantable candles range of products.
Chow adds: “I hope to take some time off to return to nature and grab inspiration there. I tend to crave nature to clear my mind and reset my thoughts. It will help me to review how the company has done and plan for the future.”
