About Story by Bliss
Overview
Story by Bliss is a Singapore-founded e-commerce and lifestyle brand associated with celebration gifts, curated products, beauty and personal-care items, jewellery, food gifts, and marketplace services. The business is operated through STORY BY BLISS PTE. LTD., a Singapore-registered private company incorporated on 9 March 2021. Public company records identify its principal activities in retail and novelty-gift-related commerce, while the brand’s own marketplace materials describe a platform connecting buyers with selected sellers. 1
The brand’s original positioning centred on the idea of gifting as a way of telling a story—bringing together products for birthdays, celebrations, festive occasions, personal milestones, and other moments where a physical gift carries emotional meaning. 2
| Field | Information |
|---|---|
| Brand | Story by Bliss |
| Legal entity | STORY BY BLISS PTE. LTD. |
| Country of origin | Singapore |
| Founded | 2021 |
| Incorporated | 9 March 2021 |
| Business model | E-commerce / marketplace / curated retail |
| Original focus | Celebration gifts, hampers and customised gifts |
| Product areas | Gifts, food, cakes, flowers, chocolates, jewellery, beauty/personal care and lifestyle products |
| Market | Singapore, with stated ambitions to expand internationally |
| Registered address | Suntec Tower One, Singapore |
| Official website | storybybliss.com |
The company is listed as an active Singapore private company, with its registered office at 7 Temasek Boulevard, #12-07, Suntec Tower One, Singapore 038987. 3
Foundation
Story by Bliss was established in Singapore in 2021. Corporate records show that STORY BY BLISS PTE. LTD. was incorporated on 9 March 2021.
The early business concept focused on the gifting market. Public descriptions characterize Story by Bliss as a family-run gift and hamper e-commerce business offering products such as:
- Celebration hampers
- Cakes
- Flowers
- Chocolates
- Personalised gifts
- Novelty gifts
- Food products
- Curated gift sets
The company’s marketplace model subsequently allowed third-party sellers to offer products through the Story by Bliss platform. The company’s own marketplace terms explicitly describe Story by Bliss Marketplace as a service through which registered buyers can purchase products from participating sellers selected by Story by Bliss.
From Gift Shop to Marketplace
An important part of Story by Bliss’s business model is that it operates not simply as a conventional single-brand retailer. Its marketplace documentation describes a multi-seller ecosystem, with Story by Bliss acting as the platform through which selected sellers can reach customers. Sellers are subject to product and authenticity requirements, and the platform maintains policies covering returns, refunds, and seller transactions.
This structure positions Story by Bliss closer to a curated lifestyle marketplace than a traditional gift shop.
Business Concept
The central idea behind Story by Bliss connects products to moments, occasions, and personal stories. Rather than treating gifts purely as commodities, the brand’s proposition is built around the emotional context surrounding a purchase. This creates a broad retail proposition centred around celebration and lifestyle discovery.
Examples of items purchased under this concept include:
- Birthday gifts for friends
- Anniversary presents
- Festive hampers
- Cake or food gifts
- Personalised items
- Jewellery pieces
- Beauty products
- Novelty or collectible items
Product Categories
Story by Bliss has historically offered a particularly broad range of products across several categories.
Food and Celebration
Food has been one of the brand’s most visible categories. Examples include cakes, chocolates, traditional festive foods, Indonesian kueh lapis, snacks, and celebration hampers. For instance, Story by Bliss has listed Indonesian kueh lapis specially prepared for its marketplace, including traditional and prune varieties. The product description highlights halal-certified imported versions and Singapore-only shipping. 4
The inclusion of culturally specific food products fits the broader gifting concept, where food becomes both a present and a representation of cultural traditions.
Gifts and Hampers
The company positions itself around gift discovery, allowing consumers to find different products for particular occasions rather than visiting multiple specialist retailers. This includes customised and themed gift arrangements.
Jewellery
Story by Bliss has also been associated with jewellery collections under the HART™ name. Products marketed through external retail channels include HART jewellery collections such as the Daisy Jewellery Series and black-pearl/red-themed jewellery. This represents a move beyond traditional hampers into more enduring lifestyle and fashion products.
Beauty and Skincare
Recent online retail activity shows Story by Bliss associated with COOPY beauty and skincare products. Examples include:
- COOPY PDRN Yeon-Uh Ampoule
- COOPY Azulene Banul Essence
- COOPY DNA Yeon-Uh Cream
- COOPY PDRN Sun Regenpair
- COOPY Glow Keep Cream
These products suggest that beauty and skincare have become an important part of the brand’s contemporary product ecosystem.
Marketplace Model
One of the distinctive aspects of Story by Bliss is its marketplace infrastructure. According to its own marketplace terms, participating sellers are selected by Story by Bliss and are required to meet certain conditions concerning product quality, authenticity, and compliance.
Consequently, the brand plays several roles simultaneously: Retailer, Curator, Marketplace operator, and Gift/Lifestyle platform. Rather than manufacturing every product itself, Story by Bliss curates products from different suppliers and sellers.
Customer Experience and Positioning
The brand’s proposition is suited to customers seeking convenience and discovery. Instead of searching separately for cake, flowers, chocolates, jewellery, and personalised gifts, the customer can potentially discover several of these categories within the same ecosystem. This is especially relevant in Singapore, where the company has historically focused its fulfilment and customer service operations. Public company descriptions state that its e-commerce operation provides shipping within Singapore.
Story by Bliss occupies a position between several conventional categories. It can be viewed as:
- A gift company due to its original focus on hampers and celebration products.
- An e-commerce retailer because it sells products directly online.
- A marketplace because third-party sellers can participate.
- A lifestyle brand because its assortment extends beyond conventional gifts.
- A discovery platform because customers can browse across multiple categories.
- A Singapore consumer brand because its corporate and commercial roots are in Singapore.
Thus, the brand is better described as a Singapore-originated curated e-commerce and lifestyle marketplace built around gifting, celebration, and product discovery.
Technology and International Direction
The company’s current web presence indicates that Story by Bliss has been developing a broader global marketplace proposition. Its website currently contains a message stating that the Story by Bliss Marketplace is “going global” and that the site is being revamped. This suggests an evolution from the company’s original Singapore-focused gifting business toward a potentially broader international marketplace.
There is also a separate Story by Bliss Robotics Group, which public business information describes as working on robotics business models, technology, and digital-transformation solutions. 5 As this appears to be a newer and somewhat distinct business activity, it is treated separately from the original gift marketplace without assuming they are identical product lines.
Geographic Identity and Brand Philosophy
Story by Bliss has a clear Singapore identity. The company was incorporated in Singapore, its registered office is in Suntec Tower One, and its earlier marketplace materials explicitly referred to Singapore delivery and Singapore customer support. The company’s more recent global-marketplace messaging indicates ambitions beyond the original domestic market.
Although the company does not publish a highly formalised philosophy statement, its name provides an indication of its positioning. “Story” suggests personal meaning, memories, and occasions, while “Bliss” suggests happiness, pleasure, and positive experiences. Together, the brand focuses on products that contribute to someone’s story or create moments of happiness. The moment surrounding the product is often considered as significant as the product itself.
Corporate Identity
The legal company is STORY BY BLISS PTE. LTD., Singapore registration number 202108356R. Public corporate databases identify it as an exempt private company limited by shares and list it as active/live.
There are some discrepancies between public databases regarding the precise classification of its principal business activities. One database describes its activity in terms of artisan food/novelty gifts, while another lists adult clothing retail and handicrafts/collectibles/gifts. For that reason, the company’s own marketplace description and actual product activity are more useful for understanding what Story by Bliss does today than relying solely on third-party industry classifications.
Current Presence
As of the latest publicly available information, Story by Bliss maintains an online presence while its global marketplace site indicates that it is undergoing redevelopment. The brand’s commercial activity continues across multiple channels even while its principal website is being repositioned.
In summary, Story by Bliss is a Singapore-founded e-commerce and lifestyle marketplace that began around celebration gifts and hampers and has expanded its product ecosystem into food, personalised gifts, jewellery, beauty, and other lifestyle products, with ambitions to develop a broader global marketplace. 5
