SINGAPORE – As a child, Ms Colette Chan dreamt of being an entrepreneur.
“Even in secondary school, I knew I wanted to build something meaningful of my own that could also make a difference,” said Ms Chan, 33.
But for seven years of her early working life, she pursued corporate marketing instead in a fast-moving consumer goods company.
“I believed that the corporate path I was on as a marketing manager was the route to fulfilment and financial independence. It brought me a lot of joy at that point in time,” said Ms Chan, who has a double bachelor’s degree in business administration and in communications and new media.
Then motherhood changed her perspective.
“After becoming a mother, I realised it was no longer the best fit. Balancing a demanding global role with motherhood was incredibly tough,” she said.
In 2024, Ms Chan decided to return to her childhood ambition and started Ember & Ash, a company selling children’s products, such as backpacks and clothes, featuring her own hand-drawn illustrated designs.
“Leaving that (corporate) job felt like ‘giving up’ at first,” she said, but she has since learnt that the idea of success can also evolve.
“Today, it means having the flexibility to plan my work around my family and pursuing something that fulfils me creatively and meaningfully,” said Ms Chan, whose daughter is now three years old.
“Looking back, I’m grateful I had the courage to redefine success on my own terms – and to build a life and career that feel true to me,” she added.
“We aim to close gaps in the market by making products that solve real problems parents face, such as baby camper chairs, towel ponchos and wet bags,” she said.
She is married to a consultant in the energy sector.
A: My biggest investment is in Ember & Ash. It takes a lot of time, money and energy, but I see it as investing in something meaningful that I truly believe in – creating value for families while building a legacy for my own.
I also invest in stocks and exchange-traded funds (ETFs) for long-term growth. It helps me steadily grow my savings, stay diversified, and gives me flexibility for the future.
To balance things out, I also put money into safer options like bonds and fixed deposits. They may not have the highest returns, but they are steady and reliable, which gives me peace of mind while I take risks elsewhere.
A: I didn’t collect things when I was younger, but I’ve always had an entrepreneurial spirit. When I was in university, I sold my own baked goods and even handcrafted phone cases. None of those really took off, but I guess they were early experiments that shaped me.
It wasn’t until I started Ember & Ash, which started with digital wedding illustrations and then pivoted to kids’ products, that it all clicked. Looking back, those little ventures were just the beginning.
A: My very first exposure to investing was through my first and only company, where I joined the employee share plan and contributed a few hundred dollars each month. When I eventually left that job, it happened to be a good time to sell, and I used that money as the start-up capital for Ember & Ash. So in a way, my very first investment gave me the chance to invest in myself and my own business.
A: Thankfully, I haven’t made any huge financial mistakes. But the scariest financial decision was definitely investing over $30,000 in my business – it wasn’t a small amount, and I really didn’t know how it would turn out. I’ve been able to build a core customer base and break even on my initial capital in the first year. I have been reinvesting in the business.
Along the way, I’ve made smaller mistakes, (in the process) learning how to price my products properly, figuring out smarter ways to ship goods from overseas, or ordering the right stock levels so I balance product costs with warehousing fees. Each of those lessons felt painful in the moment, but they’ve been part of my growth as a business owner.
A: Choosing to live within my means – things like not buying a car, living in an HDB flat, and tracking my expenses closely. These decisions might seem small on their own, but over time they’ve added up to significant savings. It’s also given me the flexibility to invest in what truly matters, like growing my business.
Having side hustles, which eventually became my main hustle, also helped supplement our family income and gave me greater financial independence. The biggest lesson I’ve learnt is that financial success isn’t just about earning more, but also about being intentional with what you already have.
A: Growing up, my parents always provided everything we needed. My mum, in particular, shaped my outlook on money. She’s very pragmatic – she spends only on what’s necessary, never on excesses. But she’s not stingy. She’s always been generous with others, with food, with family, and never compromised our quality of life. That really influenced me.
Now, I’m the same as her: I spend thoughtfully, I don’t splurge unnecessarily, but I don’t hold back from treating myself once in a while or spending on my loved ones – within reason, of course.
That said, I didn’t know much about investing back then, or how inflation could quietly erode savings over time. Those were lessons I had to pick up on my own once I started working, and they’ve shaped how I approach money and investing today.
A: A part-time job selling yogurt, which I took up after my A levels. I loved it – even though it was tiring since I couldn’t sit during my shifts. I got to serve yogurt, cut fruits, sometimes even run the store on my own, and interact with customers. Looking back, it was my first taste of responsibility and running things, and I really enjoyed it.
A: A four-room HDB flat in a mature estate. The location is really accessible, so I can get around easily without needing a car.
A: It would be a simple one – spending some time with my little one in the morning, dropping her off at school, then enjoying a good breakfast and coffee with a slow start to plan my day.
I’d get some work done, squeeze in a simple workout if I can, then cook dinner for my family. And of course, pick my daughter up from school and spend the rest of the evening with my family. Most importantly, it would be a stress-free, carefree day – doing things at my own pace, without feeling rushed.
A: Honestly, I’d probably do something really boring – save and invest! I’d definitely set aside funds for rainy days and for my family’s future, and diversify into different investments. But I’d also love to grow my business further.
A: I’d use it for my family’s basic needs first – food, groceries, the essentials. Beyond that, I’d look for ways to stretch it into something more sustainable, like going back to digital illustrations, which doesn’t cost much to start. And if there’s still a little left, I’d try to use it as seed money to start something small. It might not be much, but even a small beginning can grow into something bigger.
