“When my husband Damian and I moved to Singapore 14 years ago, it was the start of a thrilling adventure. I was a ‘trailing spouse’, but with a background in advertising and marketing, and a strong entrepreneurial spirit, I was excited about future job possibilities. Our daughter, Ivy, was three years old, but I was not intending to be a stay-at-home mum. I planned to work.
We settled into Singapore’s East Coast and our second daughter, Poppy, arrived within the first year. During this time I grew a small business with a food focus. Growing up in a Vietnamese household in Sydney, food has always been a huge part of my life. Dining together as a family is customary within Asian culture, and I had a love of cooking and creating from a young age. The business went well, and after two years I sold it to a local company.
In 2017 I started noticing a slew of social media posts about grazing platters of meats, cheeses and salads in Australia and the UK. Wonderfully presented with bountiful fresh produce, the food looked amazing but platters didn’t have a presence in Singapore. I had a strong feeling they’d be popular.
The idea to create my own grazing platters arose while planning Poppy’s sixth birthday party at our condo. I whipped up a mix of adult and kid-friendly options. For the savoury selection there was mild cheeses like gouda and brie, along with charcuterie items such as Parma ham, salami, and chicken sausages. Healthy choices included fresh crudités, falafels, hummus, fresh and dried fruits, freshly squeezed juices, crackers, and pretzels. For something sweeter, I added fairy bread, homemade cookies, rocky road, and a cake I baked and decorated myself. The platters went down a storm, and within a week I acquired my first paying customer.
With my little bit of previous business experience, I set the wheels in motion for promoting a new company. I named it Lush Platters after my husband’s family in Devon, UK, who often describe something amazing as ‘lush’. My focus was on providing grazing platters and larger grazing tables – essentially a grand, visually stunning cheese platter spread across a table, often becoming the centrepiece of an event.
Building a brand
The restrictions on expat spouses starting a company in Singapore were different back then, yet still easier than setting up solo in Australia today. I dove into the launch, buying packaging, perfecting my logo, and setting up my website and social media. I partnered with The Cheese Shop (cheeseshop.sg), which imports cheeses from Europe’s small farms, and began sourcing high-quality products from local markets, like Tekka Market in Little India. My first post about Lush Platters went live on Australia Day, 26 January 2018. I did feel a little nervous, but ultimately the whole process was great fun, especially as I was doing something I truly enjoyed.
I initially ran Lush Platters from home, which was allowed under Singapore’s rules for small businesses at the time. I started with an extra fridge in our home kitchen and an intense drive to succeed. It was a frenzied and exhilarating time, with most of the work being carried out at weekends or after the girls went to bed, often until 3am. After eight months of steady growth, I had the funds to move into a 400sqft space in Telok Karau.
Scaling business
At first, I catered primarily for children’s birthdays, dinner parties, and small gatherings. But slowly, orders came in from small businesses too. In early 2020, I moved once more into a 1,100sqft office in Joo Chiat. This allowed me to have a small space of my own, refurbish the main area into a working kitchen, and to work professionally while meeting the Singapore Food Authority’s regulations. We were a small team of five people, doing everything from taking orders to assembling the tables. Sometimes Damian doubled up as delivery driver!
While the pandemic was devastating, it turned out to be a catalyst for my business. The demand for home deliveries surged and we went from manageable weekly orders to a record-breaking 600 platters in one day! To set ourselves apart, we began making our own crackers, dips, roasted nuts, and rocky road – items you’ll find on every grazing table we create.
“I started with an extra fridge in our home kitchen and an intense drive to succeed”
In 2023 Lush Platters acquired a local partner and we moved into a new 5,500sqft facility. Since then our offerings have expanded to provide canapés, light bites, salads, sandwiches, breakfast options, as well as hot food and buffets. We’ve evolved to 14 people, and I’ve learned how to scale the business by hiring chefs, drivers, and operations staff. Clients now include Dyson, Chanel, Rolex, Apple, and ANZA!
My solopreneur journey hasn’t been without challenges. Balancing business, family, and my personal life is a delicate juggle. As women, we’re experts at multitasking, but having a strong support network is essential to my success. I tend to follow my heart more than my head, always striving to stay true to the brand’s essence and remembering why I started Lush Platters in the first place: to create beautiful food that brings people joy. Alongside providing a service for major corporates, we continue to deliver platters for children’s parties and I always try to stop by and personally check in with our customers. Seeing the pleasure my food brings to others and connecting with clients is what keeps me motivated.
Being an entrepreneur requires unlimited passion, persistence, and the drive to keep pushing forward, especially for the long haul. I recharge by taking time for myself – whether it’s hitting the gym, enjoying quality time with friends, or having date nights with Damian. Thankfully my daughters, now aged 13 and 17, keep me in touch with the latest dining trends! Funny enough, when we go out to eat, I’m always drawn to the grazing platters. I still adore them – especially when someone else is making one for me!”
Wynona’s Solo Business Tips
- FOLLOW YOUR HEART – Make your business idea something that excites you and aligns with your interests. When you love what you do, it’s easier to stay motivated and overcome challenges.
- START SMALL – Begin with a manageable operation that fits into your life. Starting a business is the fun part, it’s when it grows that things step up and the pressure mounts.
- LEVERAGE YOUR NETWORK – Talk to other entrepreneurs, especially those with small business in Singapore as there’s a lot to learn.
- UTILISE ONLINE PLATFORMS – Take advantage of Singapore’s easy online business registration (acra.gov.sg) and e-commerce platforms like Shopify, which can streamline setup and operations for small businesses.
- FIND BALANCE – As a mum and wife, time management is key. Create a routine that allows you to focus on both your family and your company. Having a strong and supportive family around you is essential, but don’t forget to make time for yourself too.
- SEEK PROFESSIONAL GUIDANCE – Navigating the legal and financial landscape in Singapore can be tricky as an expat. As Lush Platters expands, I’ve hired a business coach to ensure that I remain compliant and to get expert advice.
