The Jem store is smaller than the flagship at 313@Somerset, which is a sprawling 4,604 sq ft. This is 3,555 sq ft, but feels spacious, bright and airy. Then again, we were there during the media preview, when it wasn't packed with eager shoppers. The store launches to the public today (Dec 8) and Dec 9. 

Consider this the breathing heart centre of the store, a communal zone for shoppers to chill out, and for boyfriends to sit down and fiddle with their phones while their better halves shop. It's also positioned right outside the changing rooms, so it's easy for girlfriends to ask for opinions. The tree bark here is real, but the leaves are fake. Plus points for trying to bring in some greenery, which always livens up a place.

Cute. How about easties? We want be be BFFs too. 

The Community Mural aka the OOTD wall. 

"We want to prove that retail is not dead, and that you can do well if you understand your customers and keep up," LB head honcho Rachel tells 8days.sg. "When people can buy anything online anytime, you need to give them a reason to walk into a store. For us, it's about the experience and the service. We invest in our Style Ambassadors (LB stylists who help you pick out clothes that work for you and play rah-rah cheerleader while you try them on) and train them in consumer psychology and body language. For some customers, the LB Style Ambassador has become a friend, like your favourite hairdresser — they only come when their favourite SA is working that day. They tell them things they can't tell anyone else. It's literally retail therapy!"

There are 11 changing rooms at Jem, and four of them are a little special. Two sets of two rooms are side by side with moveable partitions, so you can open the divider to make one big room. This is especially popular with groups of friends or bridal parties trying on bridesmaid dresses. While the 313@Somerset store already has these dividers, the Jem store levels up by boasting foldable mirrors, which means they serve as side mirrors and mirrors which allow you to see how good your butt looks from every angle.

At the media event, Love, Bonito print designer Cheryl Teo was doing live painting demos and giving guests a sneak peek at the CNY 2019 collection. She's come up with a series of bright and lively floral prints, which are sure to fly off the shelves when the CNY collection launches in early Jan 2019. 

There's a small rack where you can preview some of the CNY dresses and separates. Too bad you have to wait till Jan to buy them. 

Another CNY design. 

Why Jurong East? Rachel tells us she wanted to reach women who don’t want to travel all the way to town and that Jurong East is a super crowded, self-sufficient town. When will Eastsiders get some love from Love, Bonito? 

Cihui is one of a few LB Style Ambassadors (SA) who help shoppers pick out clothes and advise them on styling, fit and sizing while they try them on. From our own experience, LB SAs are cheery, stylish and full of positive vibes, and give you that extra boost of confidence so you can rock your outfit and your day. They also pride themselves on being honest, and won't tell you a dress looks great if it doesn't. All the SAs have their own regular customers, who come in for some retail therapy and sometimes to look for a sister to talk to. By the way, she's standing against a flower wall with real pressed flowers. Power! 

Another reason to schlep to Jurong: You may discover new prints and designs as the collections are curated differently from online and at the 313 store. 

More confidence boosters in the store come in the form of mirrors with quotes on them, with bold declarations such as "I'm bold, beautiful and worthy" and "Go for it" on them. Need some self-affirmation? You know where to go. 

Pouches, bags and stationery from LB and The Paper Bunny are available in cute circular shelves. Shop away!