Irene, the founder of Irene's Creation with more than 25 years in business since 1981, serves a high-end fashion market featuring creative talents and originality as a formula for its success. Irene's Creation is one of the first exclusive boutiques in Singapore to design made-to-measure formal wear and party dresses as well as haute couture wedding gowns. The business is also complemented by its own photo studio.

Company: IRENE'S CREATION PTE. LTD. Address: 402 Orchard Rd, Delfi Orchard, #02-07 /08/09/10 Website: http://www.irenescreation.com Interview with Ms Irene Teo by Tong Atlas on 12-May-2007. Student can be reached at magnum17@singnet.com.sg   Business Profile: Irene, the founder of Irene's Creation with more than 25 years in business since 1981, serves a high-end fashion market featuring creative talents and originality as a formula for its success. Irene's Creation is one of the first exclusive boutiques in Singapore to design made-to-measure formal wear and party dresses as well as haute couture wedding gowns. The business is also complemented by its own photo studio.   Interviewer's Comments: With her strong Christian faith, Irene believes that sharing God's words and blessings in her business has given her a purpose in life to reach out to many people and touch their hearts.   1. What is the nature of your business? We run an exciting business promoting beautiful designs and we are dealing with customers from all over the world with happy occasions awaiting them, so we are responsible to help them look the best, especially on their big day. As for our studio, it is a cheerful environment with people smiling all the time to take memorable photographs for any occasions.   2. What made you embark on this venture choice? I have always liked fashion since young. I love dressing up. Fashion is fast-paced and ever-changing, so I enjoy working with creative people and keeping up with the trend.   3. How does your business work? In the case of wedding, it can be a very long process and we have to be very patient because the customer can come to us now but the actual wedding day may be a year later. As for the studio, it's the opposite because when customers come for a photo shoot, they usually want to see and own the photo prints immediately.   4. Did you have the capital to start the business or did you have to borrow from someone to get started? I had help from my father.   5. Do your parents have their own businesses too? Have they inspired you in one way or another? No they didn't. My father worked in a British firm and later he helped his friends in their business. My older brothers started their own business at an early age so business talk was very common at home. My father taught me the three most important things in business. That is to put God first, to be fair and honest in business and to treasure good people, because they are hard to come by.   6. What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else? As a child, I loved to dress up to attend church and didn't give much thought to career. While most of my friends were either working or studying, I felt I have to do something about my life, otherwise I may end up to be a housewife. It was at the age of 19, I wanted to be in a fashion business since I discovered that the office career was not my cup of tea. As I had no experience, the only way was to set up my own shop, employ the right people and learn from them. I actually planned to have the business just for a couple of years till I got married, but it has since lasted for almost 25 years now because of my hardworking staff and satisfied customers.   7. Why does someone decide to be on their own rather than join an existing company? For me, I once worked as a receptionist in a bank but the mundane work and quiet environment was not for me. I wanted something more exciting and happening.   8. 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 behavior and trends) which affected or influenced you and your business that made you change the way you think and do your business? I have been blessed with very capable and committed staff whom I can trust 100%. During most of economic tough times, the business was run by my dedicated staff. Even at difficult times, I could see their hard work and perseverance. No matter what kind of crisis, it did not seriously affect the business because young people would still get married and people would still take pictures for memories.   9. 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.) Besides having no experience, dealing with different people with different mindset can be a challenge. You have to be highly positive and you must try not to compromise.   10. Who/What motivates you? My faith and my happy customers motivate me. I get the sense of utmost satisfaction when our design and style as well as our workmanship and services can truly make our customers feel happy and confident.   11. Tell me about the first few customers and the first few years of business. Our very first few customers 25 years ago were very satisfied with us and still keep their party dresses even to this day. Sometimes we still receive calls from them that they have recommended us to their friends. From that, I know I've started on the right track.   12. Please tell me some stories of your best day in business or your proudest achievement to date. After the 9/11, I was impressed by how hard my staff worked to keep up with all the business challenges, maintaining consistence sales figures for my company. They also handled SARS period well and for that I am truly grateful and I feel so proud of them.   13. Do you recall your worst day in business? Have you ever felt like giving up? Well, yes. I want to spend more time with God and my family. During the time my husband was posted to Japan and I stayed in Japan as a housewife in early 90's, it was very difficult for me to keep in touch with my staff in Singapore. Also after having my second and third child, I found that I had to commit more time to my family. That was the time I contemplated whether I should just give up the business or let the business be a blessing to others.   14. When was the moment you realised the business would work and support you? As a woman, not just the business, but home is also important to me. What matters is a good work-life balance.   15. What are some of the things you have had to overcome to succeed? I have to overcome the discouragement that was going on during tough times and I can't afford to be light-eared and fearful. I have to constantly remind myself to stay focus on my business goals which I set for myself on the first day of my business that is to make people happy.   16. What are some qualities that you feel you possess which differentiate you from someone who works for others? As my own boss, I keep very positive attitude and selflessness. I believe in capitalizing on good and talented people and creating a dynamic team to grow and succeed together.   17. To succeed in business, what qualities are essential? What are some of the secrets in making a successful business? To get the right people who must be very result and sales orientated and must have a desire to be a professional. Submit the business to God and to follow his plan. For his plan is to prosper us, not to harm us and to give us a hope and a future.   18. Who or what inspires you? God, my family and my hardworking staff.   19. Have you ever thought of expanding the business in some way or in multiple locations? How and where? Yes, my aim is to have all the customers from all over the world to come to our shop for design, style quality and service. Currently I have a Japanese partner and we are looking into the exporting our gowns to Japan.   20. What aspects of expansion would you like to see for your enterprise? For Irene's Creation, my Japanese partner has plans to venture into Tokyo. As for iGallery, we would like to cater to lifestyle needs of all Singaporeans. Men and women, from personal makeover to family portraits, of all ages in every aspect of the studio business.   21. In your opinion, how would you define entrepreneurship? One who is creative and initiative in running a business out of the box.   22. To what extent does ones educational level help or hinder entrepreneurialship? Education is important, but in the business world, it is how you apply the knowledge you acquired, combined it with God's wisdom to succeed . I don't have a high education but I recognize talented people and employ them to assist me, especially in the accounts and administration department.   23. As we try to select the final 2007 entrepreneurs, what qualities would you think a person should have to inspire others? A very positive and focused attitude, yet humble with a very big heart (love for others) and to pursue their goal.   24. 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 be over-confident and arrogant. Be open to ideas and partnerships as there are always someone out there better than us. Bless your competitors as well as God has ordained enough portion for each and everyone of us.   25. What advice would you give young people who want to start their own business? They must be very sincere, wanting to help others and share their success. Be adaptive to the business environment and be quick to restructure if necessary.   26. Do you foresee the future entrepreneurs conducting their businesses in a different way than entrepreneurs from the past 5 years? (Yes or No) No. I think doing business is the same at any period. It's all about being at the right time, right place, right moment, with the right products.   27. Do you feel that the future entrepreneurs have a higher chance to succeed than the entrepreneurs from the past 5 years? (Yes or No) Yes. The younger generations are very knowledgeable. If they are able to apply their knowledge to business by working smart, it will be so much easier.   28. why? For Questions 26 and 27 26)I think doing business is the same at any period. It's all about being at the right time, right place, right moment, with the right products. 27)The younger generations are very knowledgeable. If they are able to apply their knowledge to business by working smart, it will be so much easier.