Jaedals was created to kill the historical compromise between comfortable “trekky sandals” and style. But the brand's true differentiator lies in its unconventional production engine. Rather than relying wholly on traditional factory assembly lines, the company employs underserved women across Singapore who sew and embellish the sandals directly from their own living rooms. 

After spending nearly two decades building global campaigns for advertising agencies like Ogilvy and TBWA, founder Maggie Dumra launched the brand last year and immediately weaponised her corporate experience to scale the business. Today, Jaedals operates a flagship store in Orchard Road's Mandarin Gallery and secures premium shelf space at Club 21 and KrisShop. By deliberately reinvesting every dollar back into product and team development, the bootstrapped company tripled its revenue over eighteen months without taking a single cent of institutional equity. Now, the brand is pushing into its first international market: Malaysia.

Maggie joins us to unpack the precise unit economics of a Jaedal sandal and the real financial trade-offs of her decentralised production model. We explore why the company actively chooses to delay profitability, and whether a brand deeply tied to one city's culture can successfully capture the Malaysian market.

Jaedals was created to kill the historical compromise between comfortable “trekky sandals” and style. But the brand's true differentiator lies in its unconventional production engine. Rather than relying wholly on traditional factory assembly lines, the company employs underserved women across Singapore who sew and embellish the sandals directly from their own living rooms.&nbsp;After spending nearly two decades building global campaigns for advertising agencies like Ogilvy and TBWA, founder Maggie Dumra launched the brand last year and immediately weaponised her corporate experience to scale the business. Today, Jaedals operates a flagship store in Orchard Road's Mandarin Gallery and secures premium shelf space at Club 21 and KrisShop. By deliberately reinvesting every dollar back into product and team development, the bootstrapped company tripled its revenue over eighteen months without taking a single cent of institutional equity. Now, the brand is pushing into its first international market: Malaysia.Maggie joins us to unpack the precise unit economics of a Jaedal sandal and the real financial trade-offs of her decentralised production model. We explore why the company actively chooses to delay profitability, and whether a brand deeply tied to one city's culture can successfully capture the Malaysian market.

The flagship entrepreneurship show on BFM, featuring personal business stories from early stage start-ups, all the way to billionaire octogenarians in Malaysia and abroad. Notable guests include Martin Cooper (father of the mobile phone), Julian Assange (founder of WikiLeaks), Ralph Henry Baer (father of video games), Tony Buzan (Mindmap Guru), Isaac Tigrett (Hard Rock Cafe founder), Robert Kiyosaki (Financial Guru), Nick Vujicic (motivational speaker) and more. Tap into this valuable resource of shared experiences for the SME industry, which also touches on news, issues and trends affecting the business community and beyond.

Open For Business

Discover fresh concepts, tackle obstacles, and unleash growth - Open For Business is the dynamic show where BFM engages with entrepreneurs, business leaders, and industry trailblazers, igniting inspiration, sparking success, and exploring new business models.