About Me

My Story — In Reverse

2024–Present | Founder, CCConsultancy

Turning lived experience into strategic leverage

I founded CCConsultancy in 2024 to support founders, retailers, and product-based businesses who are doing everything — yet still feel stuck.

Not because they lack talent, but because they lack alignment.

My work sits at the intersection of product, pricing, positioning, and process. I help businesses move beyond guesswork by building clarity into their commercial foundations — so growth is intentional, profitable, and sustainable.

What this chapter represents

• Strategic leadership grounded in real-world execution

• End-to-end understanding of brand growth, not siloed advice

• A modular way of working alongside trusted specialist partners

• Strategy designed for real life, not theory

2017–2023 | Founder, The AC Boutique (Singapore)

Spotting the gap — and building the solution

In 2017, I founded The AC Boutique, a premium multi-label lifestyle store created in direct response to a clear gap in the Singapore market.

Singapore lacked a destination that curated fashion and lifestyle brands with cohesion, taste, and commercial intelligence at the premium end — so I built one.

What this chapter gave me

• Deep expertise in buying, curation, and pricing architecture

• Hands-on experience running a bricks-and-mortar retail business

• Operational mastery: staffing, supplier terms, VM, cash flow, and stock management

• Absolute clarity on why some retail concepts thrive — and many don’t

2014–2017 | Founder, Attaby Resortwear

A real-life market test

Attaby Resortwear was founded in 2014 as a deliberate commercial experiment and evolved through to 2017.

Rather than theorising about product-market fit, pricing tolerance, or customer demand, I chose to test everything in live trading conditions — with my own capital and real customers.

What this chapter gave me

• End-to-end experience of building a product brand from scratch

• First-hand exposure to MOQs, production timelines, and margin pressure

• A grounded understanding of how creative ideas survive — or fail — in the market

• Confidence making commercial decisions with incomplete information

2011–2013 | Embedding in Singapore & Market Discovery

Learning the market before playing the game

Moving to Singapore in 2011 marked a complete reset.

I was embedding myself in a new country — adjusting to the heat, embracing extraordinary food, and observing a very different rhythm of life and commerce. At the same time, my career was in flux. The roles I had held in the UK simply didn’t exist here in the same form.

Instead of forcing a linear path, I did something far more valuable: I researched.

I immersed myself in the local retail and brand landscape, studied consumer behaviour, and began spotting gaps in the market — particularly in premium, design-led, multi-brand retail and lifestyle concepts.

What this chapter gave me

• Deep cultural and market sensitivity

• The habit of observing before acting

• Early validation of unmet consumer needs

• The foundations of my entrepreneurial instinct in Southeast Asia

2009–2011 | Retail HQ & Commercial Strategy (UK)

Learning how decisions really get made

Working within retail head office environments brought me close to the numbers — planning cycles, KPIs, forecasting, and the commercial levers that drive performance.

This was where strategy became tangible.

What this chapter gave me

• Fluency in margins, sell-through, and performance metrics

• Strategic planning discipline

• The ability to translate data into clear, actionable decisions

2007–2009 | Motherhood & Return to Work

Efficiency, prioritisation, and systems thinking — learned the hard way

Becoming a mother in 2007 — and navigating a poorly structured return to work in 2009 — was a defining personal chapter.

It exposed how poorly many businesses are designed for real humans, and how much potential is lost through rigid systems.

What this chapter gave me

• Radical efficiency and prioritisation

• Deep empathy for founders balancing ambition with responsibility

• A lifelong belief that systems should support people, not exhaust them

2005–2007 | Early Fashion & Retail Career

Where creativity met commercial reality

My early career gave me ground-level exposure to fashion and retail — from product development to selling in competitive environments.

This is where I learned that creativity alone is never enough.

What this chapter gave me

• Understanding of product lifecycles and retail pressure points

• Early exposure to margin, markdowns, and space constraints

• Respect for execution, timing, and discipline

2005 | Graduation & Marriage

Creative foundations, paired with responsibility

I graduated with a fashion degree in 2005 and got married the same year — two defining milestones that shaped my outlook early.

Even then, my curiosity extended beyond design into questions of value, pricing, and customer behaviour.

What this chapter gave me

• Strong creative and visual foundations

• Early instincts for storytelling and brand identity

• A questioning mindset: will this work in the real world?

I didn’t arrive at entrepreneurship by accident.
It was shaped by curiosity, disruption, observation, and lived experience.

That’s why I don’t advise from theory.
I advise from having been there.