Spotlight’s Longest-Serving Employee Thrives in Crafting Boom

At 75, Pak Mee Lin, affectionately known as Melia, continues to energize the crafting community in Singapore as Spotlight’s longest-serving employee. Since joining the company in 1995, she has witnessed significant changes in consumer behavior, especially as the crafting industry surged following the global pandemic. Recently, the 2024 Taylor Swift phenomenon, particularly the Eras Tour, brought a notable spike in business, with fans purchasing materials to create friendship bracelets inspired by Swift’s lyrics.

Pak noted that the demand for beads skyrocketed as Swift’s song “You’re On Your Own, Kid” encouraged fans to embrace creativity. “So make the friendship bracelets, take the moment and taste it,” the lyrics suggest—a message that resonated deeply with dedicated Swifties. “Wah, really, you know, we sold out,” she recalled, highlighting how customers had to wait for restocks amid the crafting frenzy.

The Evolution of Spotlight in Singapore

When Spotlight first opened its doors at Orchard Point, customers were often unfamiliar with its offerings, sometimes mistaking it for a light bulb store. Pak took it upon herself to guide customers through the extensive range of products available, gradually embedding herself in the retail environment. Her background in hospitality, including three years as a cashier at Raffles Hotel, equipped her with exceptional customer service skills.

Over the years, Spotlight has transitioned from its original location to a larger space in Plaza Singapura in 2002. The crafting scene in Singapore has grown steadily, particularly in the wake of the pandemic. According to Chon Swee Mei, Asia product manager for Spotlight, the rise in DIY culture has seen an increase in demand for yarn, sewing machines, and jewellery-making materials. “Makers and small brands embracing DIY and personalised projects” have played a significant role in this growth.

Pak has observed dramatic shifts in customer preferences. Once, bedsheets and towels dominated sales; now, yarn and craft supplies are the hot items. She noted an increase in diverse customers, from students needing materials for school projects to individuals creating handmade gifts for charities. “Some people don’t work, so they’re very free at home,” she explained. “They buy yarn to knit for charity or make toys to give away as presents.”

A Passion for Service and Community

Despite her age, Pak’s passion for customer service remains unwavering. On a weekday afternoon, she seamlessly transitioned from interviewee to active employee, assisting customers who appeared lost in the aisles. Her interactions exuded warmth, reflecting her genuine enjoyment in helping others. With familiar faces returning to the store, she has formed lasting bonds with customers over the years.

Pak brightened when recounting experiences with regulars, many of whom return with their children. “They don’t always buy things, but they will also come and say hello to me and ask what’s on offer,” she shared. Her ability to remember returning customers and their preferences creates a sense of community that many appreciate.

Her knowledge of products is invaluable, especially in a store with a vast assortment of crafting supplies. “My trick is, when I’m free, I will walk around the store,” she explained, emphasizing the importance of familiarizing herself with every aisle. This dedication not only enhances customer satisfaction but also fosters a welcoming environment for newcomers.

Pak’s commitment extends beyond immediate assistance; she often guides customers to nearby stores, including competitors like Daiso, when Spotlight doesn’t have what they need. This willingness to help has earned her a reputation for being exceptionally customer-centric—despite the occasional challenges that come with frontline retail work.

Pak’s extensive experience and the personal touch she brings to customer interactions are qualities that technology cannot replicate, as noted by Chon Swee Mei. “The ability to provide personalised advice, as well as their creativity and practical experience, is something technology cannot replicate,” she stated, underscoring the importance of human connection in retail.

Pak has no immediate plans for retirement. “I don’t want to. I like it here,” she asserted when asked about her future. Her relationships with colleagues, both young and old, contribute to her enjoyment of the workplace. “I like the environment here; the bosses don’t always come and pick on you,” she added, reflecting on her positive experiences at Spotlight.

Every day offers new interactions and challenges, keeping her engaged and alive. “Coming to work, I feel alive,” she said, brushing off any concerns about the physically demanding nature of retail. “The days pass very fast—eight hours gone, I go home.” With nearly three decades of service behind her, Pak Mee Lin continues to inspire both customers and colleagues alike in the vibrant world of crafting.