Discovering multi-label boutique Surrealist Love Scene is like stumbling upon a secret.

Located above a row of seafood restaurants in Boat Quay, the store carries a range of brands like British shoe label Irregular Choice and New York brand Iggy Neon, which are popular with the alternative crowd.

The blog, which began last June, is written by Fiona Xiao, 36, who is in charge of branding, and merchandiser Kim Huang, 33.

Besides updates on new arrivals, they also spill the beans on insider parties they have attended by posting plenty of photographs and videos. They also blog about trends and music that they're into at the moment.

Xiao answers Urban's burning questions.

Why did you start blogging?

We were toying with either a website or a blog for our store. A blog was the clear winner as it is easier to maintain and you can update it whenever you want and wherever you are.

We regard our customers as friends and we want them to be connected with what's going on at our store, be it the latest shoes in the store, the styles and fashion that we dig, or music that we love.

How often do you blog?

As often as daily but it really depends on our mood each day. No one wants to read a boring post.

What do you usually blog about?

Seventy per cent of our blog is on our main brand Irregular Choice, 10 per cent is on the other brands we carry or distribute, 10 per cent is on general fashion and beauty, and 10 per cent is on music and other things we are interested in.

What store-related information can we see on your blog?

Sales, our signature tea parties, new stock, events we are participating in like Zouk's Flea & Easy flea market, Fash Bash and so on.

It is important for us to do so as the blog is our main marketing tool at the moment.

We blog because...

The world will be less interesting without it.

surrealistlovescene.wordpress.com
49A Boat Quay; Thursday and Friday, 7 to 9pm; Saturday and Sunday, 3 to 8pm

This article was first published in Urban, The Straits Times on May 15, 2008.