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Cherie Hearts Three changes in three years

Parents are unhappy if changes happen. They tend to be the ones who complain, (that's why) some principals try to minimise unhappiness by engaging parents' support groups.

- Beau Voix Uniform co-director Wilson Ng, 46

Lavender and tartan are de rigeur at 42 Cherie Hearts childcare centres across Singapore.

No room for the previous yellow-purple uniform and it's farewell to the yellow-maroon predecessor too.

But the new uniform is making some parents like civil servant Angie Ng, 33, hot under the collar. She bought six sets of uniform for her daughter, four, who is enrolled at a branch in the south. Each set of new uniform costs $29.

TNP asked G8 Education Singapore's head of marketing, communications and franchising Marjorie Tan about Ms Ng's concerns. The Australian-listed G8 runs Cherie Hearts, Bright Juniors and Our Juniors' Schoolhouse preschool brands in Singapore.

Frequent changes: 
3 looks in three years

Ms Ng: That works out to a new uniform a year, since March 2011. Parents find the frequent revamps expensive.Ms Tan: Management had informed parents about the uniform change starting last June. Prior to its acquisition, Cherie Hearts' original uniform underwent a colour-and-design change by the previous management.

Previous management 
more flexible

Ms Ng: Children were allowed to wear old uniforms previously. I thought my girl can wear the older versions if the new uniforms don't dry in time.Ms Tan: Children could still continue to wear their old uniforms in the interim (2011 to last year).

(We wanted) to improve the uniform quality and design. For example, the new material doesn't need ironing.

Comms breakdown?

Ms Ng: I e-mailed asking for leeway in enforcing rules but spokesman preferred to get details about my child for verification.Ms Tan: Staff recognise that unforeseen circumstances (happen and will) accommodate the child. Parents can inform the centre teachers as well.