Sophie & Toffee is a Singapore-based craft and creative-supplies brand best known for resin-crafting materials, silicone moulds, pigments, charms, craft kits and subscription boxes. Its brand identity combines cute, whimsical design with the concept of handmade creation, and it has built an online community centred on resin art and DIY crafting.

The company’s current legal entity, SOPHIE & TOFFEE PTE. LTD., is registered in Singapore as an exempt private company limited by shares. Local corporate information sources list its incorporation date as 5 January 2012 and its principal business activity as the retail sale of handicrafts, collectibles and gifts 1.

An earlier sole-proprietorship registration under the name Sophie & Toffee was established in July 2010 and subsequently terminated in 2017. Consequently, while the current Pte. Ltd. dates from 2012, the brand’s history traces back to at least 2010 1.

Origins

Sophie & Toffee was founded on the premise of making crafting accessible and enjoyable rather than treating it solely as a specialist hobby. The company identifies Jacelyn as co-founder and “Captain” and Brandon as co-founder and “Innovator”. Jacelyn developed an interest in resin crafts through the satisfaction of creating jewellery and decorative objects herself, while Brandon cites designing and building as a long-standing personal passion 2.

The company’s philosophy centres on providing the materials, designs and know-how that enable individuals to create attractive objects themselves. Sophie & Toffee describes itself as a place where people can “take life just a little slower and create what gives them happiness” 2.

Development as an online craft brand

The business evolved into an online retailer specialising in craft supplies, positioning itself as a creative platform and supplier rather than merely a seller of finished handmade products. Its catalogue currently comprises well over a thousand listed products across various collections, including resin, silicone moulds, resin kits, pigments, charms and embellishments, cabochons, open bezels, design films and stickers, tools and accessories, acrylic products, air-dry clay and craft assortments 2.

Sophie & Toffee operates primarily as a direct-to-consumer e-commerce craft company with several interconnected components.

Craft supplies

The core business involves selling materials for resin and other decorative crafts. Rather than focusing on generic art supplies, Sophie & Toffee emphasises cute, collectible and highly designed components such as character moulds, food and animal moulds, decorative charms, glitter, pigments, resin, jewellery components, bezels, stickers and decorative inclusions. This positions the brand distinctively between a traditional art-supply store and a kawaii lifestyle brand.

Resin kits

The company sells ready-to-use resin craft kits designed to lower the barrier to entry for beginners by eliminating the need to source individual materials. The stated objective is to combine materials with creative ideas and technical knowledge rather than functioning solely as a raw-material supplier 2.

Subscription boxes

A key component of the business model is its range of craft subscription boxes, which include The Elves Box, Sanrio Box and Pixie Box. The Elves Box targets those interested in resin projects and recurring creative inspiration, while the Pixie Box focuses more heavily on supplies such as moulds, pigments and embellishments 2. This model transforms the customer relationship from a one-time retail transaction into an ongoing collecting and crafting experience.

The Elves Box is one of Sophie & Toffee’s signature products. Instead of delivering a random assortment of materials, the concept is built around the anticipation of receiving a new craft collection periodically. Customer materials describe subscribers using the boxes for creative projects, noting their ability to inspire both children and adults to engage with arts and crafts 2. The box functions simultaneously as a product, hobby enabler, surprise collectible experience and content source, forming a central part of the brand strategy.

Sophie & Toffee has expanded beyond original designs through licensed intellectual property collaborations, most notably the Sanrio Box. Described as an officially licensed Sanrio quarterly subscription box centred on resin projects, it includes resin, pigments, handmade moulds, glitter, design films, inclusions, charms and accessories, alongside project instructions and video tutorials 2. This collaboration strategically combines Sanrio fandom with DIY crafting, allowing customers to create their own themed objects rather than simply purchasing merchandise.

Sophie & Toffee is distinguished by a specific visual language that favours cute characters, pastel colours, miniature objects, food motifs, animals, fantasy themes, kawaii aesthetics, collectible components and decorative details. Products often function as design objects as much as craft equipment; for example, silicone moulds are marketed not only on technical specifications but on the visual appeal of the shape itself, making the mould part of the finished artwork’s aesthetic.

The business model is closely linked to user-generated content, with the community actively creating and sharing videos of their creative journeys 2. This establishes a feedback loop wherein Sophie & Toffee designs materials, customers create and share objects, and new customers discover the brand through this content. This approach is particularly effective on visual social media platforms, as the transformation of liquid resin into finished miniature objects lends itself to short-form video. The company has also utilised social media advertising to promote subscription boxes, with campaigns aimed at increasing Disney and Elves Box subscriptions documented by Singapore digital marketing agency OOm 3.

Although based in Singapore, Sophie & Toffee ships worldwide and operates according to Singapore time 2. Its website is structured as an international e-commerce operation supporting multiple currencies and international shipping arrangements. The brand thus occupies a specific geographic position as a Singapore-originated niche consumer brand serving a global online craft community.

The current operating company is SOPHIE & TOFFEE PTE. LTD. (UEN 201200538H). Singapore corporate records identify it as an Exempt Private Company Limited By Shares, with primary activity listed as the retail sale of handicrafts, collectibles and gifts, and secondary activity as the wholesale of handicrafts and related goods 1. Its registered address is in Tampines, Singapore 1. This entity is distinct from the earlier SOPHIE & TOFFEE sole proprietorship registered in 2010 and terminated in 2017 1.

Jacelyn

Jacelyn is identified as Co-Founder & Captain. Her interest in resin originated from the enjoyment of creating jewellery and decorative objects, and her description of the company emphasises sharing the joy of making and bringing ideas, materials and knowledge together 2.

Brandon

Brandon is identified as Co-Founder & Innovator. His background centres on designing and building things by hand, and he represents the product development and creative design aspects of the brand 2.

Sophie & Toffee functions less as a conventional resin supplier and more as a crafting lifestyle brand. Its philosophy can be summarised as making something oneself, ensuring it is cute, and enjoying the process. “About Us” materials repeatedly emphasise the enjoyment of creating from scratch for personal happiness 2. This differentiates the brand from retailers competing primarily on technical specifications or price; instead, Sophie & Toffee competes on design, novelty, cuteness, collectibility, community and creativity.

The brand serves a broad demographic:

• Beginners: Accessible via ready-made kits and tutorials for those new to resin.
• Hobby crafters: Experienced users purchasing individual moulds, pigments and materials for custom designs.
• Kawaii / Sanrio fans: Enthusiasts incorporating licensed characters into handmade projects.
• Collectors: Subscribers engaged by the recurring nature of subscription boxes.
• Content creators: Users leveraging visually distinctive materials for TikTok, Instagram and YouTube.
• Children and families: Crafting positioned as an intergenerational activity, though resin requires appropriate safety practices and adult supervision for younger users 2.

Sophie & Toffee occupies a niche spanning traditional craft retail, resin-specialty supply, kawaii lifestyle branding, subscription services and creator communities. Its competitive advantage lies in creating an ecosystem where materials are desirable due to their design. Unlike generic retailers selling silicone moulds as purely functional tools, Sophie & Toffee positions the mould itself as part of the aesthetic appeal.

The company’s ecosystem integrates original designs (moulds, charms, pigments, kits), crafting (customer creation), content (photos, videos, tutorials), community (sharing creations), subscriptions (recurring discovery), IP collaborations (Sanrio and character-based products) and e-commerce (global distribution). This structure is considerably more sophisticated than that of a conventional online craft store.

Sophie & Toffee describes 2026 as its 16th anniversary, consistent with the brand tracing its origins to approximately 2010 2. The distinction between the 2010 sole-proprietorship registration and the 2012 incorporation of the current Pte. Ltd. indicates that 2010 represents the earlier business registration, while 2012 marks the incorporation of the current corporate entity 1.

1. SOPHIE & TOFFEE PTE. LTD. (201200538H) – Singapore Company
2. About Us – Sophie & Toffee
3. Sophie & Toffee | OOm Singapore