While packing for a trip to South Korea with her partner Coleman Chua, Phoebe Kylie stumbled upon her old Samsung PL180 digital camera—a “digicam” she had owned since she was 10.
On a whim, she decided to bring it along to capture some photos. Phoebe didn’t expect much from it—after all, how could a camera from 2009 possibly compare to the latest iPhones?
But once she returned from her trip and exported the photos to Coleman’s laptop, it’s safe to say the couple fell in love with the results.
This led them down the rabbit hole of collecting and purchasing digicams, and with their “measly” life savings of just S$2,000, Coleman and Phoebe launched their very own retro camera business, Digicam Depository, in June 2023.
A passion project
Given that Y2K has come back in trend in recent years, one might think that the couple, both 23 years old, are merely jumping on the bandwagon. But Digicam Depository wasn’t initially meant to be a business at all.
When Coleman and Phoebe were first captivated by the experience and aesthetics of digicams, they decided to experiment with different models to explore the unique effects each one offered.
Since old digicams weren’t readily available, they turned to karung gunis (junk collectors) from around the world, and sourced second-hand cameras from Carousell.
It was through their purchases that they encountered numerous flawed cameras—some had fungus in the lens, while others had oddities like strands of hair inside.
This made the couple realise that there was a widespread lack of knowledge, and even misinformation, about how to properly maintain digicams, which explained why many of the cameras they encountered were often in such poor condition.
Motivated by this gap, they created a platform to share information about old technologies. At the time, they had nearly 100 untested digicams on hand, and as they began testing, repairing, refurbishing, and pairing them with compatible batteries and chargers, the idea to sell these cameras “naturally” took shape.
“It started as a passion project driven by our love for photography and branding,” said Coleman.
“We wanted to create something that reflected our own experience as entry-level photographers and offer a better experience for others starting out. Over time, people began to recognise what we were doing, and that’s when it naturally turned into a business.”
Walking the talk
Cameras at Digicam Depository are sold at prices ranging from S$50 to S$350, which are determined by various factors including potential repair costs, the camera’s condition, and its rarity.
Phoebe and Coleman first started selling them briefly on Carousell before pivoting to Instagram, and from there, the duo participated in pop-up booths at vintage fairs. However, going brick-and-mortar meant facing sceptics—a challenge the couple dealt with head-on.
When we did our first ever pop-up, nobody knew anything about digicams so everyone was looking at us wide-eyed as if we just raided the neighbourhood electronics recycling bin.
Coleman Chua, co-founder of Digicam Depository
While the couple eventually managed to win the hearts of the younger crowd, they understood that for businesses like theirs, standing out was essential to gain awareness.
Digicam Depository claims that their cameras from the 2000s will “put phone cameras to shame.” But to ensure they can walk the talk, Coleman built connections with camera repair shops in Singapore to better understand how to perform basic repairs and better serve their customers.
He also travelled across Europe and Asia to visit camera shops and “check out the scene,” forging partnerships with owners who could supply spare parts, repair services, and more—a process that required a sizable investment, though they’ve chosen to keep the exact figures under wraps.
Staying accountable
Within a year since launch, Phoebe and Coleman had raised “just enough” to open Digicam Depository’s first physical pop-up store at Chinatown in February 2024, before moving to a permanent outlet at Haji Lane two months later.
This was also the year the business experienced an “uphill climb”; however, as digicams regained popularity, this meant that they had to deal with increased competition as more vendors emerged on the scene.
“Pretty much anyone can buy 20 cameras and make a quick S$20 per camera selling them on Carousell or Instagram,” stated Coleman.
But the boom in digicams has also come with growing pains. Reports have emerged of customers receiving faulty devices, often because inexperienced vendors lack the technical know-how to properly test or refurbish them.
This has led to an increase in disputes, scams and controversies within the market.
When vendors end up with defective cameras, returning them to suppliers is rarely viable due to high freight costs. As a result, some are left with little choice but to absorb the losses—or conceal defects to make a sale.
These stories have created doubt and scepticism among potential buyers, but with a permanent physical store, Digicam Depository overcomes this trust barrier by offering greater transparency and accountability.
Having a physical space holds us accountable in ways an online presence can’t—we have to show up every day, deliver on our promises, and ensure we’re providing the best service we can.
Coleman Chua, co-founder of Digicam Depository
What’s next?
Since its inception, Digicam Depository has sold almost 10,000 cameras, and according to Coleman, their shop drew in over 15,000 visitors back in December, where they served about 500 customers each day on average.
He added that the business is closing in on seven digits in revenue, but pointed out that high operational costs and investments in infrastructure to elevate the brand have narrowed profit margins. That said, he believes that these moves are necessary to ensure its long-term sustainability.
Looking forward, the couple plans to expand Digicam Depository’s product offerings and dabble in more “experiential works”—such as the digicam claw machine they introduced as part of the business’s promotional events—to further engage their audience.
Coleman, in particular, is focused on strengthening trade networks and streamlining processes to better navigate rising costs.
As for Phoebe, her goals for the business centre around the intangibles one might experience with digicams, and she hopes that it can be seen as more than just a camera store.
We want to be a place where photography becomes part of the way people experience and document their lives. Whether it’s capturing moments with loved ones, exploring creativity, or simply enjoying the art of photography, we want to inspire people to make it a meaningful part of their everyday world. It’s about connecting with memories, creativity, and the people around you, and we’re here to support that journey.
Phoebe Kylie, co-founder of Digicam Depository
- Learn more about Digicam Depository here.
- Read more stories we have written on Singaporean startups here.
Featured Image Credit: Digicam Depository