We had the distinct privilege of conducting an exclusive interview with Winnie Liw, the driven and visionary CEO & Founder of Kingdom of Esther and WD TCM Lifestyle Products Natural Cosmetics. She also spearheaded AUZRINE Beauty Group. As an entrepreneur deeply committed to empowering businesses, Winnie Liw has forged a path focused on creating sustainable and natural products. Her journey from a successful finance career to a purpose-driven entrepreneur is a testament to her unwavering dedication to making a positive impact on the world.
At the heart of Winnie’s company lies a diverse range of offerings, including internal health, external beauty, body, and skincare solutions. Every product crafted by her company is carefully formulated with Chinese herbs, antioxidants, plant extracts, and essential vitamins. Guided by exceptional leadership and management expertise, Winnie Liw is propelling her company towards global recognition.
Recognizing Winnie’s exponential contributions and expertise, she has been the proud recipient of multiple prestigious awards, such as the Court of the Table and the Top of the Table Awards by the Million Dollar Round Table, during the period from 2001 to 2006. Let’s delve into our interview with Winnie Liw below, as she shares her exceptional work and insights that continue to shape the industry.
Could you tell us something about your career journey and early life?
During the earlier phase of my career, I had the opportunity to acquire invaluable expertise in the field while working as a sales and marketing manager at PIAS Corporation.
PIAS Corporation was a Japanese Co who ventured into Singapore markets. They specialised in Skincare products and makeup series which provides me the opportunity to learn about skincare products. I was trained in PIAS Beauty Center in Osaka, Japan and managed the Singapore & Malaysia markets.
From 1992 to 2005 and then from 2005 to 2007, I established two thriving enterprises with Great Eastern Life and HSBC Singapore, respectively. These experiences served as a solid foundation for my entrepreneurial aspirations, leading me to establish my own brand, WD TCM Lifestyle Products, in Hong Kong in 2008. Unfortunately, external circumstances such as riots and the pandemic compelled me to return to my hometown of Singapore in 2017, where I subsequently founded the Kingdom of Esther.
Could you tell us about your company and its presence in the Singapore region?
Through the Kingdom of Esther, I am able to fulfill my lifelong mission of providing consultancy services to small and medium-sized enterprises (SMEs) and startups in relevant industries. Recognizing the challenges faced by entrepreneurs and the significance of seeking guidance, our organization offers a dual focus in the realm of business.
First and foremost, we cultivate strategic partnerships with nearly 20 companies operating in local and international markets. These alliances enable us to offer professional services that empower businesses to achieve sustainable success over the long term. Additionally, our endeavor involves promoting WD TCM Lifestyle Products on a global scale, aiming to enhance the well-being and health of individuals worldwide.
What are some of the growth and expansion plans your company has in the pipeline?
Our company’s mission and vision are centered around promoting WD TCM Lifestyle Products in 14 countries. Currently, we are actively engaged in expanding our presence in several countries, and our ultimate goal is to establish a strong foothold in all 14 countries within the next five years. To achieve this objective, we are actively seeking either Distributing Companies or Collaborating Partners who share our vision and are willing to work together towards a common goal.
We have an exciting project in the pipeline, focused on promoting WD TCM Lifestyle products in the expansive market of North America. This endeavor represents a significant opportunity for our brand to expand its reach and impact in a key region. We are diligently working on strategic plans and initiatives to effectively introduce and establish our products within the North American market, leveraging our expertise and resources to ensure a successful and impactful launch.
How has the year been for your company in terms of overall performance and achievements?
This year, we have successfully spearheaded a Co Auzrine Beauty Group to exclusively handle the business-to-consumer (B2C) models for our WD TCM Lifestyle Products. This strategic move allows us to streamline our operations and optimize our focus on serving the end consumers directly.
In the current competitive market, what does your business offer that sets it apart from others?
Our products have gained recognition and praise due to their remarkable efficacy and unique qualities. One standout aspect is the noticeable positive results that can be observed within a span of just 14 days of continuous use. This exceptional feature sets our products apart and reinforces their effectiveness.
Find Kingdom of Esther on LinkedIn.