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YouTube and YouTubers
LifestyleEntertainment

Jamie Chua, Singaporean YouTube influencer, is one of the original crazy rich Asians, and owner of more than 200 Hermès Birkin bags

  • The content that remains the most popular on Jamie Chua’s YouTube channel is about her luxury fashion buys – the more outlandish and expensive the better
  • The mother-of-two, who has rarely deviated from her weekly uploading schedule since 2019, says she struggles with self-doubt and uncertainty about her work

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Singaporean socialite and influencer Jamie Chua has 1.2 million followers on Instagram and close to half a million subscribers to her YouTube channel. Photo: courtesy of Jamie Chua
Nick Kang

Jamie Chua, a mainstay of Singapore’s influencer scene, is a highly strung woman. The 46-year-old confesses to being stressed out by “a lot of things” – like when she had to spend S$30,000 (US$22,600) to replace a limited-edition Cartier earring that she had lost and spent “four days” crying over.

“I am completely high strung,” she says. “That’s why I have a lot of self-care routines – every time I sit in the garden, I burn sage to cleanse the air.”

Chua has 1.2 million followers on Instagram and close to half a million subscribers to her YouTube channel, and was an influencer long before the term was coined. A regular on the country’s society scene, she catapulted into the public consciousness thanks to a 2016 video tour of her implausibly outlandish “wardrobe” – a labyrinthine space boasting drawers upon drawers filled with Cartier jewellery and diamond-encrusted Richard Mille watches.

The wardrobe’s pièce de résistance is a floor-to-ceiling display shelf housing more than 200 Hermès bags, said to be one of the world’s largest collections. It is less of a wardrobe and more of a museum of luxury goods.

Since then, Chua’s content has evolved to include travel vlogs and beauty tutorials, but the content that remains the most popular on Chua’s channel is almost always about her luxury fashion buys – the more outlandish and expensive the better.

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