NOT all blog shops run by students are unreliable.

Take this one run by a primary school pupil.

Joycefashionshop.blogspot.com, run by 12-year-old Xena Tan, has already had more than 5,000 page hits since it was set up three months ago.

She sells clothes and accessories, mostly for girls and young women.

Joyce, as she is known online and as she wanted to be called, said her monthly takings ranged between $20 to $60.

She said she spends two to three hours a day on her blog shop, after school work every day.

Isn't that a lot of time for the money she is making?

She said she finds the experience more valuable than the money. And she finds it more energising than tiring.

She spoke animatedly on why she had set up the online store.

'I was inspired by other blog shop owners earning money by themselves,' said the Rivervale Primary School student.

Being a member of her school's entrepreneurship club also helped.

Joyce's mission statement is 'to be the best', as the banner on her online store states.

With her mother, Madam Cynthia Tan, who is in her 40s, Joyce followed recommendations from forum posters and bought samples from various suppliers before deciding to stick with one from Taiwan.

She had no start-up costs and orders stocks only after buyers have paid and a minimum order is met.

The only costs incurred are travel fares incurred in going to meet her clients.

On her business ethics, she said: 'Honesty, quality products, and good customer service.'

She has clearly-displayed terms and conditions, and even a handphone number for customers to contact her between 5pm and 11pm on weekdays and 10am and 11pm on weekends. She switches on her handphone only during those hours.

'I think it's my responsibility to the customer, and this way, it makes shopping more convenient,' she explained.

She also changes her blog layout regularly for easier navigation.

Uses local forums

To promote her site, Joyce has been using local forums and other blog shop tag boards to attract blog shoppers.

She said: 'At first I used to post only on fashion and blog shop forums. But I realised that I was probably advertising to those who were running their own blog shops.

'So I started posting comments on local affairs forums so I can reach more potential customers.'

She has also tried introducing monthly promotions. For example, this month, she is having a 'Birthday month promotion' for customers who make bigger orders.

She has had to deal with some difficult customers and has blacklisted a couple of them on her site.

It is also a challenge for her to constantly ensure that the imported items are of good quality.

Has all this led to her school work suffering?

Joyce, who is sitting for the PSLE this year, insisted that her grades had not gone down.

Indeed, she has put this up on her blog shop: 'Notice in advance: Taking a big break during the PSLE period because I need to study.'

This article was first published in The New Paper.