Upstart Singapore hotel Naumi – which boldly faces-off in close proximity to that old bastion of colonial hospitality, Raffles Hotel – observes many of the commandments of the boutique hotel bible.

Thou shalt be cosy and intimate... This one tends to be very loosely interpreted these days by hopeful marketing executives wanting to cash in on the boutique trend. But Naumi’s 40 rooms genuinely fit the bill. The focus on personal attention is enhanced by the Naumi Aid, who can do everything from meet you at the airport to run you a bath. A well-stocked kitchenette adds a homely touch.

Thou shalt have an exotic, preferably hard-to-spell, name... Naumi (pronounced no-mee) is the ninth day of the Hindu calendar, which is deigned to be particularly auspicious. The Hindu reference comes courtesy of Indian-born Surya Jhunjhnuwala, Managing Director of Singapore-based Hind Development, which runs the hotel.

Thou shalt be design driven... Designer chairs by Poltrona Frau and Zanotta, along with lamps by Artemide and a signature flower motif across the walls, serve to jazz-up the otherwise low-key, almond-toned rooms. The lobby is anchored by a sculptural steel bar and LED-lit floral collage along the back wall, that changes colour throughout the day. The check-in area and hallways, however, are disappointing, looking more like they belong to the dowdy former Metropole Hotel than its hip reincarnation.

Thou shalt smell yummy... Even before you reach the front door you can catch a whiff of Naumi’s signature scent – ginger and lily.

Thou shalt be tech-savvy... It could well take an entire short stay to work out the technological offerings at Naumi – like the wireless Cisco IP telephony that can check weather, flight or stock market information, and even, if you’re clever, make a local call (it’s worth persisting – they’re free). A second mobile handset can be taken around the hotel. There are also 50-inch plasma TVs and DVDs, an iPod dock, Bose speakers, Xbox 360 and Nintendo Wii games, not to mention free wifi.

Thou shalt have luxe lifestyle products… The kitchenettes in each room are chock-full of tasteful surprises. A gourmet cup of coffee is available at the touch of a button on the Nespresso machines, while teas are the Numi Organic variety. Complimentary soft drinks, beers and Fiji water can be found in the fridge, and there’s even a wine rack in some rooms. Moving into the bathroom, botanical bath products by Aesop use ingredients like geranium leaf, pink grapefruit and bergamont rind. When the urge to meditate strikes, there’s a yoga mat in the cupboard.

Thou shalt have a convenient location... Right opposite Raffles Hotel, you couldn’t get more central. It’s walking distance to Raffles City shopping, Marina Square, Singapore Flyer Ferris wheel, City Hall and Bugis MRT stations, and the F1 Grand Prix race track.

Thou shalt be environmental… Cue a ‘green wall’ – the city state is crazy for them at the moment. You’ll even encounter one in the arrival and departure halls of the new Changi Terminal 3. Naumi’s version covers the 10-storey façade in a giant triangular topiary of flowering creepers that, as they grow, will help insulate the hotel.

Thou shalt have funky USPs (Unique Selling Points)... Naumi boasts Singapore’s first dedicated Ladies’ Floor across the sixth level, supposed to offer added security and feminine trimmings. But the real highlight is the rooftop bar and swimming pool, with picture-perfect views of Raffles and the city skyline beyond its infinity edge.

Thou shalt have attitude... This is where we hit a snag. While Naumi looks great on paper, there is a bit of a buzz missing from the boutique equation, which even the quippy “Naumi says” notes posted around the rooms fail to address. Part of this has to do with the mostly lifeless public areas; the whisky bar in the lobby is generally very quiet and there is no on-site restaurant. This isn’t necessarily a deal breaker, as the rooms are pleasant to retire to and there are plenty of entertainment options in the near vicinity.

If Raffles is the grand dame oozing old world style and snobbery, then Naumi is the ambitious teenager with a few lessons still to learn. We shall be watching closely.

www.naumihotel.com