#2111 | Mocha Mondays: No Bad Brunches – Hardware Societe Cafe Melbourne

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Hardware Societe Cafe, Melbourne
All pictures taken on the Nikon D750 with a 35f1.8mm lens

Day three of melbourne and I am convinced there are no bad brunches in Melbourne. Such a thing cannot exist – or if it does, I suppose it it ferreted away like a secret, away from the critical eye of this city of foodies. Yesterday was such a prime example of this that I now want to go into the cafe business – in an alternate universe where I actually can cook, of course.

Xiaoqi and I found ourselves at Hardware Societe Cafe because multiple people had recommended the baked eggs to us, and I cant lie, I love eggs. I honestly think eggs are the perfect survival food, and if one were stuck on a desert island with only one thing to eat for the rest of their lives, the best thing one could do is ask for an everlasting supply of eggs because they can be cooked like fifty different ways and they are an excellent source of protein and they are also SUPER YUMMY. And that was essentially what lured me in and had me commit to a twenty minute wait for a table, because from what I understand, Hardware ALWAYS has a queue.

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The queue when we reached

We put our names down and had a gander down the adjacent road, then came back just when our names were called, so the wait was actually alright for us. I dont think most people realised they could just put their names down and walk around (we asked), but in any case, you heard it here first!

Anyway, we finally got seated at the alfresco area cos there were only two of us, and we (totally over)ordered what was soon to reveal itself as the best brunch of our lives with the super friendly staff. There is no way to do this elegantly so I am just going to describe what we had:

We started off ordering drinks and a Cruffin. A Cruffin is basically a hybrid of a croissant and a muffin, and this is the second cruffin i have ever had, ever. The first I had was in a cafe in Bangkok, and I wasnt very impressed with it. However Xiaoqi spotted the cruffin in the window of the Hardware Societe counter and went straight for it and thank goodness she did because it was HEAVENLY.

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Matcha and Strawberry cruffin

This is the strawberry matcha cruffin which was the perfect mix of fluffy, crisp, and NOT TOO SWEET. The not too sweet part is important, i do feel that too often people make pastries way too cloying, and that ruins it for me because i dont have much of a sweet tooth. But this was really good – the server later said it was the best thing on the dessert menu.

Will I ever have a cruffin again in my life? Can anything ever live up to this experience? Look at that crisp fluff, that amazing dollop of matcha and strawberry.

Two mains: we ordered the famous chorizo baked eggs, and the salmon millefeuille.

First, the baked eggs. They come in two variants, scallop, and chorizo. We got the chorizo cos we were already ordering salmon for another dish, and we thought we should get one seafood and one non seafood dish. The chorizo variant comprised chorizo sausage, potato, piquillo peppers, queso mahon (a type of white cheese), toasted almonds, and aioli, which is essentially atas mayonnaise.

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Eggs r life

The baked eggs were pretty ace, but the bread it came with was what really impressed us – it’s the right amount of crisp without being dry, and complements the wet of the eggs perfectly. I particularly liked the almonds in the eggs because it added texture to the dish, and I could objectively recognise that this was delicious – but i just didn’t see how baked eggs with chorizo could differ that much from a standard taste. We suspect the scallop variant might have been better, but limited by money and stomach space, we regretfully did not try it. Perhaps a half and half next time? Still, it was a great dish that raised our eyebrows upon first bite. And we thought, jeez, melbourne. Is there any dish you can’t do?

That was until the Salmon millefeuille came, and we totally freaked.

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Millefeuille, in addition to being a word i cannot pronounce, is a type of french puff pastry, which typically has vanilla custard or some kind of sweet paste in it. The combination of that light pastry structure with salmon tartar instead of a sweet layer was a stroke of genius. I am a huge fan of salmon, but I always hesitate to order it while dining out because it’s too easy to screw up and too often I’ve sat, disappointed, in front of an overpriced, dry piece of baked salmon. But this dish came with two forms of salmon and both were perfectly done, and when we ate it it was like everything was right in the world.

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Lets talk tartar. The salmon tartar (raw salmon, seasoned) was made fresh – you can always tell when it’s not because it’s slathered with sauce, and fresh raw fish should never be overwhelmed with sauce so that you can taste the freshness – with horseradish and avocado. The horseradish wasnt too strong – i think it might have been pickled actually – and it was served in very thin slices so it didn’t overpower the rest of the dish like i was afraid it might. Basically the perfect balance of this dish was essentially physics. The people behind this are scientists. I am convinced to my very bone.

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Look at that sear, look at the pink in the middle of the fillet T-T

And the confit atlantic salmon it came with??????? Was so perfectly cooked with the nice pink soft middle??????? I wanted to cry. I wanted to befriend the chef and move into her basement. Do her chores in exchange for meals. Give her a sticker that says Salmon Whisperer. Xiaoqi and I couldnt understand why the baked eggs overshadowed the salmon dish – i literally have heard no one mention the salmon millefeuille dish in any foursquare/yelp review (yes, i am the type of person to obsessively foursquare/yelp a place to figure out what best to order). This dish was the real MVP. After our meal as we walked down the alley I started hissing at random people in the queue ORDER THE SALMON. ORDER THE SALMON. I would have shouted it but i was too full and too shy. But there is no shyness on the internet, so. ORDER THE SALMON.

Finally – for drinks, we ordered the Matcha Maiden green tea latte and the signature hot chocolate mocha (aha! there you have the mocha monday in this mocha monday post) with 54% callebaut. They were individually good, but nothing mind-blowing, which kind of meant they paled in comparison to our food. The matcha is apparently the most popular drink on the menu, and it’s of the non-sweet variety which often means it’s legit matcha, so that’s good, but we didn’t finish it. The chocolate is extremely thick and comprises hot chocolate that you manually pour from a pot into a cup where a dollop of actual chocolate sits, and just based on that you can imagine how thick and rich it is. Pretty good, but again, it’s a heavy drink which doesn’t exactly complement a heavy brunch. No regrets ordering those, but we would have been ok with (free!) plain water too, methinks.

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Overall – a fantastic place. I can’t decide if I would come back because the memory of this is so perfect that I’m almost afraid that I will come back, have it again, and not have it live up to the vignette of my experience. In some ways this meal was like that bukowski poem i love – i loved it like a man loves a woman he never touches, only writes to, keeps little photographs of. Straight up, I loved it. Poetry in my mouth, on my tongue. I recommend this so hard.

Hardware Societe Cafe
120 Hardware St, Melbourne VIC 3000


#2109 | I’m with you in Rockland – City Lights Bookstore San Francisco


San Francisco, California

I make it a point to visit at least one bookstore in each new city I go to, but with City Lights Bookstore, it was more of a pilgrimage. I don’t even know how to describe City Lights in a way that would remotely do it justice, but lets start with this: it was the place that published Allen Ginsberg’s Howl and subsequently got embroiled in an obscenity trial as a result, which was eventually dismissed under the First Amendment protection in American court because it had “the slightest redeeming social importance”. This paved the way for previously banned books to be published in America again and now its a designated world heritage site. WILD OR WHAT.

Anyway. Today was my last day in San Francisco, an insane four-day trip on agenda for Disney Pixar. I have so much to say about that, but that’s a post for another day. My girlfriend Kate flew down from New York to meet me in San Fran, but she left after lunch today to meet her cousins a town over, and so I found myself with a block of free alone time in the bay. I pottered down to the bookstore (an adventure in itself, figuring out public transport in SF city, because they DONT LABEL THEIR BUSSTOPS) and eventually a bus 30 got me somewhere near and I walked the rest of the way.


The view while walking over




If I’m not wrong the founder of City Lights is BFFs with George Whitman, owner of Shakespeare and Company in Paris

The bookstore physically reminds me of Three Lives and Company in New York – one of my favourite bookstores in the world. It is not an architectural showpiece like Los Angeles’s The Last Bookstore, which I visited last year end and loved as well – it’s more cozy and grungy. There are hand-drawn signs everywhere with slogans like EDUCATE YOURSELF, READ 14 HOURS A DAY and FREE SPEECH ZONE which I suppose reflects the bookstore’s iconic status as a proponent of free speech back in the fifties. It also has a very intimate feel, and everyone there moves with an air of reverence, almost.

As well as being a bookstore, it’s also a publishing house, and that was what gave it its cult status back in the fifties because it published what was considered the most alternative literature back then. Ginsberg’s Howl is one, but Jack Kerouac’s poetry books were all published by them, and he also spent a lot of time there writing his novels. Most people will know Kerouac by the super common ON THE ROAD BY JACK KEROUAC penguin book passport cover which Penguin has mass produced for the hipster demographic, but he’s also one of the key figures for the Beat generation back then.*

*The Beat generation is an american post-war literary movement that explored culture and politics, and that often gets described as bohemian or hippie culture hahahahaha cos they’re all about SPONTANEOUS LIVING and NON CONFORMITY


A shelf of their latest published works. I bought a Bukowski book from this shelf

It sounds terribly academic when I phrase it that way, but the effect of the above was that for the first time ever, literature became a popular movement in the US. I think the only time, lol, cos after that period everyone just went back to watching TV. But anyway the point is that City Lights’s role in creating beatnik culture is super iconic in American literature ok. And till today, people are welcome to just show up at the bookstore and sit and read anywhere they want in their three floors. Whether there’s space is a different story lah cos it’s still a bit of a squeeze, but the result is that the entire atmosphere is humming with an adoration for the printed word.


Level three is the most spacious of the three floors, and sells only poetry, much of which is published by City Lights.

They host events, readings, and book launches up here too. I wish I’d been in town when an event was happening, but chances are I wouldnt have been able to get in anyway given how tiny the space is. I think forty people in this room, max?

This room was actually slightly intimidating because the stairs creak going up, so evernote already on level three can hear you coming, and the dude sitting in the corner looked super grumpy when I walked in cos obviously I was disrupting his reading ~flow~ I mean, ok, dude. It’s a free world!

They’re also pretty famous for their pocket poetry series which sells good poetry in consumable forms, via little pocket books. I bought the Howl one for a girlfriend because it is obviously the most iconic thing in this bookstore. I mean the owners went to court for an OBSCENITY TRIAL because they dared publish it lolololol HOW TO NOT BUY? #consumerism #ironic


If you’re more into fiction, and are too shy to talk to the staff for recommendations (strangely, many bookworms are introverts, so I think something went wrong with me somewhere cos i LOVE talking to strangers), there’s helpful little labels with staff picks and little descriptions to help you along. Many bookstores do this, and in retrospect I suppose its geared towards catering for the introvert nature of obsessive readers.

You also wont find chick lit here – this style of bookstores (as opposed to chain bookstores) are very curated, and City Lights in particular specialises in world literature, progressive politics, and the arts, so the book selection reflects that. I actually saw a book that was titled Have Black Lives Ever Mattered? by Mumia Abu-Jamal which was published by City Lights, which basically tells you everything you need to know about the bookstore. (It’s very highly rated btw, with a 4.3 on goodreads. Not that goodreads is the definitive guide to great books.. but Alice Walker also had a lot of praise for this book, which I can get behind.)

Anyway, I didn’t want to take up too much space hovering around the shelves and also, I had a flight to make, so I bought three books and left after awhile. Would have gotten more, but luggage space was an issue. At checkout, the hardest thing I had to say this whole trip was to the cashier..

“I’ve changed my mind about these (5) books.”
“You sure honey? They’re good.” (a stab to my heart.)
“I’m sure.. I have no more luggage space.”


Still pretty pleased with my buys! It comes in this old school brown paper bag, which I had to carry around the rest of the day WITH PRIDE before getting back to my luggage storage facility and heading to the airport.

The bookstore is also right next to Jack Kerouac alley. I dont know why they called it that cos it’s just this tiny alley that leads to Chinatown, so I googled it and turns out it used to be a garbage dumping spot until the bookstore owner pitched to San Francisco Board of Supervisors to transform the alleyway, and so now it’s like another iconic place full of street art and poetry engraved into the floor I guess. I mean in theory it’s pretty nice but in real life the alleyway smells like weed and has suspicious looking people smoking joints on the floor. So.. ok. It’s not dangerous la, so its still worth walking down, it’s tiny and it’ll only take like three minutes.


You pop out on the other end in Chinatown! Which is pretty funny because now there’s a resurgence of interest in Asian literature so its like you go into this Western literary route of passage and pop out in china hahahahahaha.

Ok after that I just walked around till I hit the pier again, then I got my luggage and went to the airport. So happy that I managed to squeeze in a bookstore visit in SF, I think the moment i passed the threshold of the bookstore was when I truly fell in love with San Francisco – prior to that we had gotten along amiably, pleasantly. But the bookstore to me represented so much more that I couldnt help adoring the city vis a vis its lens – and I suggest you all take a gander if youre in town too x

City Lights Bookstore and Publishers
261 Columbus Ave, San Francisco, CA 94133


#2103 | An airplane is a stateless place


In the air, the best and worst of people surface. Shoes come off and toes are splayed. 32,000 feet above sea level, people don’t believe that they are bound to the authority of any land, and it shows. Does the person in front of me and really believe I cannot see him pick his nose and wipe it on the plush of the airplane seat, I don’t know. I turn to the window, wanting to nap, but someone’s toes are propped up, wedged between the tall edge of my seat and the airplane wall. In the air, I am almost a person who can poke at these oblivious toes with a pen, nudge them hard off the seat so they go back to their rightful place on the floor and not beside my face. But I don’t. I pull a book out of my bag and read instead.

The first meal is served as we’re passing over Puerto Princesa. There is always a queue for the restroom after the meals are served. Meals on board are curious – you see people tell themselves carbs don’t count while in the air while they scarfe down mediocre pasta, you see people drink too much because it’s free. And then there’s the queue for the restroom. People standing around in close proximity pretending the other doesn’t exist, which is fine, I guess, and then I see a kid trying to pry open the door to the crew quarters. I think: people behave so badly in the air. But maybe kids dont have a sense of personal boundaries even when they’re grounded.

I end up sleeping after all. I am woken by a bumpy landing and find myself in Taipei. For a moment we are both in a new state and not, half bound still by the communal bubble of stale airplane air. The seat belt sign is still on and the plane is still moving when a man stands and starts pulling his bag out of the overhead compartment. Immediately the stewardesses erupt into a chorus of Kindly sit down sir Please sit down Kindly but they are still belted to their crew landing positions and don’t (can’t?) get up. The man, incredibly, acts like he cannot hear them. The hint of a pause doesn’t even register in his movements, he continues yanking things from above, duty free shopping bags and the like. The refrain from the stewardesses continue. He stays vertical. Kindly sit down please be seated kindly kindly kindly. We all stare. Then the plane grinds to a halt and although the seat belt signs are still lit, more people get up. Kindly sit down please please. You have to give it to the stewardesses for persevering in the face of such humiliation. They keep on going until the seat belt sign clicks off and then they have to get up and help. You really have to give it to them. For smiling and nodding at each passenger as we disembark, despite their in flight authority being completely and publically dismissed. I absentmindedly nod goodbye to the one closest to me. Thank you see you again thank you for flying with us.

Later on I see the same man who started it all stride out of immigration, brimming, and kiss his wife hello in the arrival hall. It’s the kiss of confidence and for a hot minute you can kind of see how he’d have charmed her back in the day. In that moment I feel communal in this charm. I walk past them and think to myself how an airplane is a stateless place.


#2096 | Tales from Tokyo: Snack city

Heya guys,

Just a log of the different things I snacked on in Tokyo. Seriously that place is just full of wonder! You can also read my post on weird things I consumed in Tokyo’s vending machine/conveneince stores here.
Remember – the trick to trying a lot of different things is to SHARE EVERYTHING! Otherwise you’ll be full by 1pm and that’s it for the day.


These mozzarella cheese sticks from Lotteria are the real MVP. They’re only like a dollar each or something, I cant remember, and come in a pair. Super yummy if you’re a cheese fan. Just look at that cheese pull! Mmmmmm.

You have to specifically ask for the cheese sticks. Because if you randomly point at anything that LOOKS like a cheese stick, you might end up with a chicken nugget instead, which to be fair, is pretty damned good too…


Chicken nugget? Chicken finger? I dunno what this is. But it’s really amazing. Japanese nuggets are really better – though I’d always though Lotteria was a korean chain, thanks to Lotte world in Seoul. It was only when I googled it that I realised it’s actually originated from Shinjuku?? And even funnier – the wikipedia page throws a heckload of shade on McDonalds because it says that Lotteria invented the shrimp burger which MCD COPIED. HAHAHAH. Hilarious.


Pablo’s cheese tarts! The original cheese tarts I think. Its my fourth time in Japan but first time trying the tarts because the queues are always so damned long. But for some reason it was super empty this time – maybe it was the hour that i went? The Pablo cafe in the tiny streets of Harajuku is a really pretty one too, all wood and natural light. But we’re not here to talk about interior design.

The three tarts I tried were matcha, original, and chocolate. Matcha was the best of the lot, really impressive although I’m not the hugest matcha fan! Original wasn’t too bad too. Chocolate was just.. chocolatey.

And don’t bother with the shakes. This is banana chocolate which I would NEVER order on my own cos it sounds way sweet, but my sister bought it and immediately regretted it. So super sweet.

I tried the Hokkaido BAKE cheese tarts in Tokyo too, out of this stand at the Shinjuku train station, but didn’t take a picture of it. Not bad! But wouldnt queue an hour for it, thats a bit nuts i think.


I don’t think this is really considered a snack but Sushizanmai is open 24 hours and there is one smack in the middle of Shibuya! So if you have a midnight sushi craving…

When in Sushizanmai, order the Chutoro. Don’t ask, just do it. That shit it amazing. It melts in your mouth like butter. I got the tuna set (five types of tuna) and although everything was good, I actually whimpered when I tried the Chutoro. Then I went back and ordered another four more because I couldn’t get over it. SO AMAZING. SO AMAZING!!!!


This is the 100YEN egg stick that I love to get form Tsukiji market! You can get it near the entrance of the market, and you’ll know which it is cos its at the corner of a line of shops and theres a whole set up where they’re flipping eggs in front of you.

This is the sushi egg that you get, tamago, but on a stick. You can get it plain or with toppings, but I always get it plain because it’s fantastic just the way it is!


Quite like this coffee. It’s from this little stand in Shinjuku, part of the BEAMS TOKYO department store. Their specialised coffee sells out pretty quick though, but after that sells out you can still get regular coffee.

Doesn’t hurt that the packaging is so pretty!


I also always try the seasonal starbucks flavours whenever I’m in Japan because somehow they always get all the cool flavours that we don’t get anywhere else. Here’s the cherry pie frap – it was pretty yum, especially if you like cherry. It comes with this crusty top as well. But the cream tea frap (which isn’t a japan exclusive) was better – just more caffeine, I guess. I’m still a coffee girl at the end of the day so my favourite thing to get at Starbucks is the cold brew. It follows that all flavoured drinks gain favour with me if I can taste the coffee in it. x


And obviously, onigiri. I love all Japanese onigiris cos the rice they use is so damned fresh and yum! Love. Tuna is still my favourite because I’m super basic but other than that I quite like the fried rice variant and the ones with eggs in the middle heh.

Ok thats it for now. More to come!


#2092 | #JemmaRecommends live in Changi Airport Times Bookstores


Hey guys,

So this is something that’s been in the works for ages now, and something that’s very close to my heart. A year ago, after I was named as the Changi Airport social media ambassador, I pitched a passion project to Changi Airport Group that revolved around my two big loves – reading and travelling. I’m someone who travels a lot, both for work and leisure, and it is both a blessing and a privilege. Much of who I am today has been influenced both by the places I’ve been to (hence: the cultures I’ve been exposed to, the conversations with people halfway across the world that help shape my understanding that there is no one way to see a subject) and by the books I’ve read (for who’s first trip wasn’t through the mesmerising turn of the page?).

The one big thing both books and travel have in common is the ability to afford us perspective and subsequently, empathy, for the world that extends beyond the confines of our individual being. This empathy is ever more crucial in today’s world – a world that is quick to condemn and point fingers, a world that is quick to dismiss another person as wrong and thus, erase everything they are trying to say as irrelevant. No. If there’s one thing that I’ve learnt, growing up, it’s that the black and white of our childhood rarely remains so clearly demarcated. There is a heck load of grey, and there are two sides to any given issue – often, more than two. In a world that has become so far extreme, it is a good thing to learn that two opposing ideals can co-exist and each be valid and justified without completely erasing the other. It helps us see people who are different from us as an individual, not a statistic. This thing? It is called balance. And it is a balance that springs up from empathy.

And so with this in mind, the project pitched to Changi Airport and their tenant, Times Bookstores, had one clear goal – to recommend books to readers, browsers, and travellers that would bring them places, not just physically, but in terms of perspective and ideas. Thus the #jemmarecommends shelf was born (a play on Changi’s existing Changi Recommends service).


With my Jemma Recommends shelf in one of the Times Travel stores in Changi Airport

The airport made perfect sense for this collaboration – airports have always been a place of transit, a place where we long to go somewhere new, find out new things about ourselves and the world, and I wanted my little shelf to reflect that same sentiment as well. Changi Airport, in particular, has always been one to push boundaries and outdo itself – I mean, what other airport in the world has drawn such love from their local community that entire families go to the airport as a family outing for dinner or to play? I myself grew up at the airport, long before I started to travel, spending hours each weekend studying in their cafes or public areas – in fact, one of my earliest childhood memories involve my parents taking me there as a treat to watch planes take off and have Swensens ice cream. The point is, Singaporeans love Changi Airport, and it is not a love that is taken for granted – the Changi of my childhood and the Changi of my now is so vastly different, it is often hard to imagine how it can improve further from here on. But it does, and continually impresses us.


The point of bringing that up wasnt to debate the varied joys of Changi’s many innovations (sunflower garden?? Raindrop installation?? Butterfly garden??) but to illustrate the kind of spirit Changi has always espoused – one that is always changing, innovating, and cementing its place as a leader in the travel industry. It is equal parts my project pitch and that spirit that allowed for the birth of this collaboration. I will tell you first hand that it is incredibly difficult to pitch new ideas that have not been tried and tested by other markets to any big brand, especially multi billion dollar corporations like so. People like to err on the safe side, and as a freelancer, I am perpetually trying to convince my clients to try new things. If you don’t try new things, I argue, you’re always going to be following behind other brands. It is an argument that has had moderate success. But Changi’s ethos of perpetual innovation has allowed for this collaboration to happen, because they could understand the benefits of trying something that had no quantifiable precedence, and it is a hopeful sign to me that this will pave the way for more meaningful collaborations in time to come 🙂


My shelf in one of the Relay stores, part of the TIMES family

As you all know, books have been my life since I was sentient, and I really hope to bring the joy of reading to all of you – not just joy, but new ideas, world views, and a better understanding of privilege and empathy. After multiple rounds of curation and discussion with Changi and Times Bookstores, we soft-launched our travel shelf at the end of last year, with ten books segregated by long and short haul flight recommendations. The ten books were books that not only inspired me, but that I deem culturally significant, and at a very basic level, are ten damned good books purely in terms of writing, style, and storytelling. Times Bookstores has been an invaluable part of this process, not just in the obvious way of being the bookstore involved in the collaboration, but also in helping me understand so much about how the publishing industry works, and being available for me to bounce ideas off for curation. Which brings me to the next part..

Earlier this year, Times proposed a new element to phase two of our collaboration – stickering the books with our #JemmaRecommends label. This not only allows us to recommend more books than one shelf can hold, it’s also a really nice way for people to immediately identify the recommended titles around the stores in Changi.


The stickers are designed by my talented friend Warren Tey, who is kind of like a superstar in the graphic design world ◡̈

Now, obviously logistics dictate that we can’t sticker every book that I recommend because then firstly we will not have enough stickers and secondly what if people want to buy books that dont have stickers on them? So what we did was sticker selected titles from within my recommended list (trust me, that list goes on and on and on…) in each Times Travel/Relay bookstore, and so the recommended books vary from bookstore to bookstore but they’re all still good reads. So the next time you’re in Changi airport, try to spot the stickered titles in each store! 🙂 And the shelves are still live in one bookstore per terminal, which you can visit if you’d like to see a bigger selection of recommendations.


As you can tell, I’m very proud of my shelf..

I have also been extremely heartened by the response to the shelf so far. Besides the news coverage we’ve received, I’m perpetually getting little dings on my phone notifying me that a new person has visited the shelf and uploaded a picture of it on instagram stories or snapchat, and people have been emailing me about the book recommendations, taking it upon themselves to either recommend me more books or giving me their reviews of the books i’ve recommended. It’s been amazing.

So thank you, guys.

Made by 🌟Collage🌟Untitled

And thank you, Changi Airport and Times.

To the rest of you – we will be continually updating the recommended list of books (honestly, i dont think I’ve gone through so many books so quickly in my life… so, so many) and as always, I welcome your suggestions. And one more thing – if you enjoy the books, if you like the idea of these collaborations – please buy the books. Collaborations like these are difficult to implement and even more difficult to justify because they are not traditional campaigns which are sales driven or meant to highlight a particular marketing imperative. I think it is obvious that this is a passion project on all ends – but we have come to a point, I believe, where collaborations with social media personalities need to go beyond just telling you what the best lipstick to buy is (though girl, we all know we love our lipsticks). And many people are happy to stay with the existing mode of collaborations, which makes it very difficult to push the boundaries towards collaborations which may not be the most sales-driven, but weigh in heavily on being more meaningful. So when you purchase a book from the collaboration, what youre signalling to everyone is that you support the messaging and idea behind the entire collaborations. I think it is as good a time as any to clarify that I dont earn a cent from this collaboration – that all the time and effort put in curating, reading, curating, promoting the books collaboration is purely of my own volition. But if you would like to see more collaborations of this kind, not just from me but throughout the industry, you enable the industry taking a small step in this direction by buying the books. You enable it by creating chatter around the collaboration, by always showing me and people around you that you are interested in seeing content like this. And you force everyone – brands, influencers, the industry – to step it up.

Thanks again guys, for reading, generally, and then specifically here. I’ll see you at the turn of the page. x