A Singaporean’s entrepreneurial journey in building brands and brewing wellness in Dubai

In this series, we explore the experiences of Singaporean business leaders who have ventured abroad and the ways in which they have navigated cultural differences to achieve success.

We hear from prominent homegrown C-suite executives and entrepreneurs who have expanded their businesses across Asia, Europe, and the Americas. Get insights on how they have adapted their leadership styles and business strategies to fit local cultural norms and how they have leveraged their Singaporean heritage to build relationships and foster trust with international partners.

“When I first moved to Dubai, it wasn’t to start a business. My husband had relocated for work, and I followed, curious but uncertain about what life in a new city might hold. Dubai’s energy, though, is infectious. The city thrives on ambition — everyone is a hustler here, constantly chasing the next big thing.

It wasn’t long before I caught the entrepreneurial bug again. Although I initially worked for a restaurateur, I couldn’t ignore the itch to be my own boss. The opportunities here are immense; Dubai felt like a land of possibilities, and I was determined to carve out a space for myself.

Building Gourmonde

As I settled into Dubai’s rhythm, one idea from my past kept resurfacing: PR. Back in Singapore, I had helped a good friend run her F&B PR agency, and it was one of the few ventures that provided me with consistent income. I loved the work and dreamed of replicating that success in Dubai.

The city’s F&B scene was transforming, creating the perfect backdrop for a specialised agency. Yet, I knew I couldn’t do it alone.

In October 2023, I remembered someone I’d met a year earlier on a Zoom call — Pearl, who was then working for the Michelin Guide in Dubai. She’d left a lasting impression, so I decided to reach out and pitch an idea: Let’s start an F&B PR agency together.

Serendipitously, I messaged her the day she tendered her resignation from Michelin. It felt like a sign.

We began pitching to potential clients immediately, and to our delight, they trusted us. That’s how Gourmonde was born. Beyond being business partners, Pearl and I became close friends, and I couldn’t have asked for a better collaborator. Our shared passion for storytelling and her invaluable Michelin network gave us a strong foundation to build the agency.

Today, Gourmonde is thriving, offering PR services tailored to the region’s unique needs while expanding into social media and other creative services.

Creating Yinli Wellness: Filling a market gap

While Gourmonde took shape, another idea began brewing. After giving birth in Dubai, I realised how much I missed the postpartum care available in Singapore — the confinement meal plans, nannies, and traditional remedies. None of that existed here.

Around the same time, I attended a pitch night for female entrepreneurs and met Virna, who was exploring the idea of selling TCM-inspired postpartum tea in Dubai. Her concept resonated with me, and I offered to help with the branding.

We saw the potential to expand the idea beyond postpartum care as we collaborated. Together, we created Yinli Wellness, a women’s wellness tea brand inspired by TCM principles but reimagined for a broader audience.

Yinli reflects our values: “Yin” for feminine energy and “li” for strength. Yinli became more than just a product; it’s about celebrating women’s strength and providing a touch of Singaporean heritage in a city still discovering the richness of Asian traditions.

Running two businesses in Dubai also offered a crash course in understanding the city’s unique PR landscape. Unlike Singapore, where the media industry is mature and has various seasoned journalists and publications, Dubai’s ecosystem is still evolving.

Securing earned media here can be more challenging, but the city’s dynamism and hunger for innovation create exciting opportunities. For instance, Asian cuisine is poised to have its moment in Dubai, and I’m eager to champion that movement through Gourmonde and Yinli.

Lessons from an entrepreneurial journey

Still, the path hasn’t been without challenges. I’ve always had a knack for spotting business opportunities, but patience and focus haven’t always been my strengths. Over time, I’ve learned to adopt a “try fast, fail fast” mindset, which keeps me agile and open to pivots.

One of my most valuable lessons is knowing when to walk away. Not every battle is worth fighting, and not every piece of feedback requires a reaction. Instead, I’ve trained myself to focus on growth and prioritise what truly matters.

Looking back, every venture I’ve embarked on — from F&B to women’s health platforms — has shaped me into the entrepreneur I am today. These experiences have taught me to trust my instincts and, more importantly, to listen to the needs of the business rather than the noise of external opinions.

Whether it’s developing a brand, telling a story, or creating something entirely new, my passion lies in the act of creation. That drive keeps me moving forward, even when the road gets tough.

Now, with Gourmonde and Yinli growing rapidly, I feel like I’ve found my stride. Each venture feeds my creative spirit while challenging me to refine my focus. It’s an exciting time to be an entrepreneur in Dubai, and I’m embracing the challenge with open arms.

With this momentum, I often reflect on what has guided me through this journey. My advice to aspiring entrepreneurs, especially women, is simple: Trust your gut. It’ll be your most loyal companion on this rollercoaster journey.

Whether building a PR agency, launching a wellness brand, or pursuing something entirely different, believe in your vision and take that leap. You might just find your land of opportunities.”