What is the nature of your business? (Business Profile)
The nature of my business is retailing. I sell mainly lifestyle products such as accessories, hand phone pouches, cushions and lifestyle gadgets. The logo of MU_EE is a hand which symbolizes the concept of this business at the start. Initially, most of the products were handmade by my sister and me.

What made you embark on this venture choice?
After I went to an overseas university with a major in ceramics and clay, I started making my own accessories and selling them at Clark Quay flea market. The sales were very good; I could make about $100 a day. It was a stepping stone for me. Shortly after, some NUS students approached me at the flea market and asked me to if I was interested to sell my products at NUS bazaar. I decided to give it a try. To my amazement, I made more than $800 a day!!! This amount was considered a lot in those days. Furthermore, I also received many orders from students. It really boosted my confidence and showed me that this business can work. One day, while I was travelling on the train on my way home, I saw a teenager wearing a necklace that I had made. I was excited with joy. I gave my sister a call immediately to share my excitement. That night, I shared with my elder sister, Shirmain, about my interest in setting up a retail store to sell my products. Mu_ee is our brain child and we decided to do into this business together.

How does your business work?
At the start of the business, my elder sister, Shirmian and I handmade most of our products from cushions to accessories. Both of us enjoyed doing things together and coming up with our own designs. We embarked on this venture as we felt that a retail store selling lifestyle products that were handmade was a relatively new business idea in the market then. My husband and I spent a lot of time planning the layout of the shop and the designs of my products. Shortly after, my business grew very fast and I opened more outlets. Then, I realized that it was not feasible to handmade all my products anymore due to market demand and the expansion of my business. Together with my husband and sister, we began to look into overseas markets to source out for products to bring them into Singapore.

Did you have the capital to start the business or did you have to borrow from someone to get started?
I did not have to borrow from anyone to accumulate capital for my business as I was in a partnership with my sister. We both came up with the capital together. On my side, the capital was mostly from my husband and partly from my savings. At that point of time, my husband was doing well in his job so it released me of the financial burden to work for someone else. My husband was very supportive of me and also supported me financially with the capital. Thus, it was more of a joint effort from my sister and husband.

Do your parents have their own businesses too? Have they inspired you in one way or another?
My father was a sub contractor and my grandfather ran a provision shop. Thus, since a young age, I was exposed to sales and retail. I was inspired by their entrepreneurship spirit. Also, my father inspired me to pursue what I want in my life. He was supportive of me when I requested to go overseas to study fine arts which is against the mainstream idea in those days. Nevertheless, he agreed to pay for all my schooling expenses and encouraged me to pursue my dreams and visions in my life. I think this has encouraged me to step out of my comfort zone into setting up my own business and as well as exposing me to the retail business.

What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else?
My childhood dream is to own a shop. I did not have any idea what products to sell then. At that point of time, I only dreamt to be a shop owner so that I could have a place that I could sell things that are unique and differentiates from others. Speaking for myself, I decided to strike out my own business due to several reasons. Previously, I worked part-time in the sales and banking industries during my schooling years. Upon graduation, I worked as an art teacher. Thus, I have experiences of how it is like working for people. Though I earned a decent income at that point of time, my job did not bring me much satisfaction. There are always limitations when you are working in an existing company. After I got married, I began to explore other opportunities. With emotional and financial support from my husband and sister, I decided to stepped out of the mainstream.

Why does someone decide to be on their own rather than join an existing company?
Being an entrepreneur allows one to pursue his own dreams and visions while working in an existing company there is often little incentive and opportunity for one's suggestions to be considered. There are more than just monetary rewards but also greater sense of fulfilment and satisfaction.

Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behaviour and trends) which affected or influenced you and your business that made you change the way you think and do your business?
During the SARS period, there was an increase concern about health, diseases, cleanliness and death. Undoubtedly, it dampened the atmosphere of our retail businesses. At that point of time, as my retail business was not vibrant, my main concern was to break even instead of making profits. Anxiety and discouragement could lead to making wrong decisions. Thus, it is important to have patience to tide over a crisis. In 1999 when I set up this shop, there was not any close competitor. However, in the later years, there is a shift in market demand and we faced new competitors. There are more stalls selling hand made accessories imported from Thailand or china selling at even cheaper prices.

What are some of the challenges in starting a business from scratch? (Modify question to what are some of the challenges in maintaining a family business if applicable.)
One of the challenges is the difficulty to find and keep staffs. Job hopping is very common in Singapore. Due the high affluence and the high standard of living in Singapore, most staffs come and go as they are always in search of better opportunities. In retail business, it is very important to have long term staffs. As I am usually not around in the shop, it is my staffs that have the most interaction with the customers. Overtime, the customers get so familiar with them that will come back looking for them to ask if we have any new products. In recent years, I have managed to set up a team of workers that are loyal and motivated. Furthermore, in starting a business from scratch means that I have to learnt everything form the fundamentals from painting my shop to building up a loyal consumer base. It was definitely not easy at the start but I treated it as a chance for me to gain experience. When Mu_ee first started, I had to learn to listen to customer feedbacks and observe consumer behaviour in order to know their tastes and preferences. It is physically and mentally draining trying to juggle with so many things, but there is a great sense of fulfilment to see my business grow over the years.

Who/What motivates you?
The great sense of satisfaction to see people wearing the accessories that I have made or buying the products with Mu_ee branding motivates me. Furthermore, in this business, I get to meet many people. Some of the customers have been with us for so many years. They would even drop by to say hi or enquire about new products if they happened to pass by our outlets. In addition, I get the chance to travel to many places overseas in an effort to source for products. This allows me to make many close friends all around the world. More than for business contacts, we often visit each other and stay in touch with one another throughout the year. One of the greatest motivations is to see my business expand. I get so excited whenever a new outlet is opened. This keeps me going despite tough times.

Tell me about the first few customers and the first few years of business.
In the first few years of business, there was very high risk taking involved. Initially, I made accessories that I liked but overtime, I had to learn to observe market demands and find out what were the tastes and preferences of the local consumers. Due to the relatively small scale of business at the start, one of the most important things was to plan our budgets carefully as we did not have much capital. This was to avoid over-spending. Thus, there was a need to prioritize our interests.

Please tell me some stories of your best day in business or your proudest achievement to date.
One of the greatest achievements is to see my business expand. For the last few years, we have had at least one outlet opened every year. This gives me the confidence that I am on the right track. Furthermore, I often receive phone calls from other shopping malls. They said that they like the concept of Mu_ee and asked if I am interested to set up a retail store at their shopping malls. I feel a great sense of achievement when my efforts are being recognized and people liking my concept and ideas. Of course, receiving positive feedbacks and emails from customers always brighten my day. These are some of my personal proudest achievements.

Do you recall your worst day in business? Have you ever felt like giving up?
Due to globalization, more and more people begin to travel more frequently to overseas markets to source for goods. Some of the original products that my partner and I get from Japan. faced competition from imitation goods that are made in China. Moreover, these shop owners who purchase these imitation goods are selling them at a much cheaper price in comparison to the originals that we are selling. The products that we purchased from Japan are at a much higher cost price and not all consumers appreciate quality and originals. I was caught unprepared for this market change. I was worried that I will not be able to clear the goods. But price cutting would mean a loss due to the high cost price. It took a lot of courage to tide over this period of crisis. Now, we learnt to do careful planning and conduct market surveys before we take in any stocks. In addition, some of my worst days in business were the times when I had to close down certain outlets due to poor performances. It was very difficult for me as I was very involved in the setting up of every outlet. I did everything from planning the shop layout to painting the shop and hiring the staffs. Thus, I was very disheartened but I have never feel like giving up due to the support of my husband and sister. Every failure motivates me to look elsewhere for better opportunities.

When was the moment you realised the business would work and support you?
I suppose it was when I felt things were more stable.

What are some of the things you have had to overcome to succeed?
I have to admit that I am a perfectionist. Initially, I took everything upon myself as I want to achieve the best results and I could not trust anyone else to do the job. As a result, I got burnt out as I tried to juggle with too many things. Then, my husband had to persuade me to allocate tasks to my employees. One of the things that I have to overcome is to balance my time and trust people more. I learnt that success is never a one man's effort but it is a team effort. Other than that, I have to learn to overcome complacency. In running your own business, there is no one to supervise or demand what time you have to report for work. Thus, I have to be exercise self- discipline, responsibility and time commitment to my work.

What are some qualities that you feel you possess which differentiate you from someone who works for others?
I am a risk-taking and patient person. In running my own business, I have to be decisive as time is money. I understand there is always risk involved. Success is never convenient but it means stepping out from where you are in order to do something great. Furthermore, I am a very patient and calm person. I learnt that success seldom happens overnight but most of the times it is a step by step process. There is the time for sowing and reaping. I do not stay frustrated when things do not turn out well as this can lead to making rash decisions.

To succeed in business, what qualities are essential? What are some of the secrets in making a successful business?
Success is teamwork. To be successful, one must be able to communicate and listen to their employees and customers. Furthermore, one must be willing to learn and be taught. During difficult times, one must be able to preserve and be patient. As for myself, I learnt not to be over fussy or over demanding towards my employees. I know how it is like to be working for people so I listen to their suggestions, feedbacks and give them chances to learn.

Who or what inspires you?
In life, family and friends are there to support but most importantly, the inspiration should start from within. I am a very determined person and I pursue my dreams with great passion. This passion in meeting people, creating my own branding and travelling greatly inspires me.

Have you ever thought of expanding the business in some way or in multiple locations? How and where?
Definitely!! I want to bring my business overseas and franchise my outlets. I have not decide on the locations yet as we are still in the midst of discussion and planning.

What aspects of expansion would you like to see for your enterprise?
In future, my vision is for the retail shops in Singapore to double up as a showroom that can showcase my designs to various potential franchisers.

In your opinion, how would you define entrepreneurship?
It is the ability and passion to start your own business that is lucrative and has market potential;and to ensure its growth in the long run. Entrepreneurship is also to be creative and innovative, to step out of the conventional.

To what extent does one's educational level help or hinder entrepreneurial-ship?
It's not a major criteria but no doubt, educational is useful. One's educational level can be an added advantage but it is not the only requirement for success. Personally speaking, I think one's experience is more important. Approaches to life, trust and relationship with people are important as well.

As we try to select the final 41 entrepreneurs, what qualities would you think a person should have to inspire others?
The person must be willing to share his or her success with other people. Experience is invaluable so the handing over of experience to the next generation would prove to be a useful aid. Besides being a successful entrepreneur, this person should also be a mentor to encourage and inspire the younger generation. Some of the qualities are the never-give-up attitude, perseverance, willingness to take hardship and learn, passion and believing in yourself.

What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation?
Do not just focus on the monetary rewards, but be genuinely interested in the quality of products, the welfare given to your staff and the amount of customer feedback. Integrity and trust is important for any inspiring entrepreneurs. Furthermore I think appreciation of nice things has helped me to maintain the quality of products in this retail business. Loyalty given to my customers in terms to quality control provided via service is maintained at an above average level at all times. So this is to ensure that they will remain my customers in the long term.

What advice would you give young people who want to start their own business?
I believe young people should gain experience by working for people before starting their own business. They must have the willingness to learn and be taught as well. In business, you must be humble and take responsibility for what you do. Generally speaking, in Singapore, the young generation are quite well provided for, to succeed in business, they must be willing to take hardship and learnt form their failures.

Student Interviewer's Personal Comment
During my interview with Ms Cecilia, I find that she is a woman of great faith and visions. She maintained an optimistic outlook and positive attitude towards life. Happily married with a child, she is a great example that one can have a great family life and be successful in business at the same time.