Bella Hazaha Makes Pyjama Fashion Go Viral on Shopee Live

Bella Hazaha Makes Pyjama Fashion Go Viral On Shopee Live

Homegrown Malaysian Entrepreneur Disrupts Industry With Streetwear

[PRESS RELEASE]

KUALA LUMPUR, 26 February 2024 - One homegrown Shopee Live Entrepreneur has disrupted the Malaysian sleepwear market by targeting customers searching for trendy, modest, and affordable pajamas that can be worn publicly. Bella Hazaha Pyjamas, launched in September 2023, has carved out a unique space in ready-to-wear fashion by selling over 500 pajamas daily and becoming a top seller on Shopee Live.

"Shopee Live has been a game-changer," says founder Bella. "Gone are the days of niche social media advertising. Now, I connect directly with customers, showcasing products in real-time. It's like having a personal shopping assistant – the platform tracks orders while the host explains each pyjama's details. This has streamlined operations and boosted my business significantly. I even opened a physical office and warehouse to meet demand!"

Redefining Sleepwear Beyond the Bedroom

Beyond traditional sleepwear, Bella Hazaha shatters stereotypes with bold prints, vibrant colours, and playful patterns. Their best-selling Kaftan Dress, designed by Bella herself, resonates with women who crave comfort and self-expression, boasting over 36,600 pieces sold. The collection consists of 16 stunning patterns, ensuring every woman finds her perfect match, from ‘Daisy’ to ‘Leopard print.’

“Our customers are owning their individuality,” she explains. “While satin and silk sleepwear offers undeniable luxury and sensuality, their hefty price tag can be a barrier for many. We strive to create affordable luxury fashion pieces without compromising on quality. That’s why we use cotton mix for our sleepwear. This material isn't just budget-friendly, but it also provides comfort and practicality, offering low maintenance and easy care.”

Harnessing the power of live streaming, Bella revolutionizes the way customers connect and shop. During a recent session with over 3,400 viewers, a viewer asked, "What size is right for me? I'm 151cm and 60kg." The host, demonstrating quick thinking and product expertise, promptly recommended a size ‘S’ and explained the brand's sizing guide in detail, giving viewers confidence in their purchase decision. The brand goes live daily at 12PM, offering Malaysians affordable pajamas below RM30 and a friendly and informative shopping companion.

Personalising Audience Experience

Bella handpicks and trains each host as a brand ambassador to maintain consistency. “I believe that livestream hosts are not just tasked to answer questions – they are the face of our brand. I ensure my hosts are trained beyond scripts, standardizing everything from makeup and headscarf styles to host-audience interaction. It’s a demanding approach, but what truly sets us apart is our ability to captivate viewers with stunning fashion and genuine connection."

Bella Hazaha’s live team drives a sevenfold increase in sales through captivating Shopee Live sessions. Since its launch, the brand has strategically expanded its team from three to eight hosts, attributing a significant portion of its sales success to its lively streams that build trust and drive conversions.

"Maintaining energy and engagement during our four to eight-hour daily streams demands a lot from our hosts," says Bella. "To ensure their well-being and maximize viewer interaction, we rotate between two hosts per stream, allowing for short breaks and recharged energy. Peak sales periods on Shopee can be intense, with viewership spiking over sevenfold from an average of 36,000 views. We prioritize addressing every comment, fostering a sense of community, and ensuring no viewer feels neglected." she concluded.