The Sunday Times caught up with Lerine Yeo, a.k.a. S-hook zehzeh, the newly-minted live-selling phenomenon in Singapore.

The interview published on Sept. 30 is peppered with tidbits about Yeo's life to shed more light on who she is and how she even got here, while punctuated with her characteristic Singlish responses.

For example, when asked how she felt about the initial attention she received, she said her reaction was: "Siao liao".

Without further ado, here are five things to learn about Yeo, who is now also a bona fide artiste having signed on to Mark Lee's entertainment company.

1. Yishun

The one factoid that stands out: Yeo is an Yishunite.

This basically explains everything.

She stays in a five-room flat in Yishun with her husband and eight-year-old son, who she says is as talkative as her, but is still unaware of the hype surrounding his mother.

2. Wrong order

The shipment of black blouse with metal rings in it was actually wrongly sent to her.

She ended up selling them all and becoming famous.

She found the design "childish" but was inspired by the how the holes resemble the holes in her storeroom shelves.

She sold out all 100 pieces in 15 minutes.

Her sales pitch on video has been viewed more than two million times and more, and counting.

She is still receiving enquiries even though the top is no longer sold and she does not intend to bring in more.

3. Online business is six months old

Yeo started her Misshopper Boutique business in March this year, initially with only 20 to 30 people watching her live broadcasts.

She can easily have upwards of several thousand viewers at once these days.

Her longest live-streaming session lasted for eight hours, from 8pm to 4am, because the buyers were keen to view more items.

Her profit margin is estimated to be a few thousand dollars a month.

As her pull increases, she is getting people offline to come to her sales.

For example, as witnessed at Kallang Wave Mall on Saturday, Sept. 29, for the collection of 97.2FM umbrellas:

Her initial concern about going mainstream is that her humour might be offensive to some.

She coined the "seaweed" and "luncheon meat" terms, after all.

4. Bugis Village veteran

Yeo picked up sales skills by working at more than 10 stalls at Bugis Village.

She is 30 years old now. But she has 15 years of sales experience already.

In secondary school, she worked for a few hours each afternoon at a clothing stall at the street market in Bugis Village to earn more pocket money.

She later went on to sell items ranging from underwear to bags to earrings during her younger days.

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5. Good sales

She studied multimedia at the Institute of Technical Education (ITE).

Even after she got married at 21, she continued renting spots at flea markets or pushcarts at shopping malls to sell things during the weekend.

She held full-time administrative office jobs after graduating from ITE.

When orders became too much to handle, she quit her administrative job in May to focus on selling clothes online full-time.

She sources her clothes from Thailand and China.

Academics said the appeal in Yeo's methods is to engage, endear and sell.

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