“My portfolio centres around two companies I founded: Social Jet and IDLah.Â
Social Jet began as an influencer marketing agency in 2022, and has since evolved into a performance-focused growth partner for brands. Today, we design influencer systems that go beyond content creation, focusing on how influence translates into real consumer action. Our work spans strategy, creator partnerships, content direction, paid amplification, and conversion-led execution.
IDLah was created in April 2024 after observing how fragmented and opaque the home renovation and interior design space can be for homeowners. With over 6,000 registered interior design firms and thousands of home and living brands in Singapore alone, the platform brings structure and trust into the decision-making process by connecting homeowners with vetted interior designers and home brands through curated in-person events and digital campaigns.
What I am most proud of is the durability of what we have built. At Social Jet, we help brands move away from one-off influencer campaigns toward repeatable, performance-driven frameworks. The work is designed to be measurable, sustainable, and adaptable as platforms and consumer behaviour change. With IDLah, pride comes from operating in an industry that has long struggled with trust. We have created a platform that helps homeowners make better decisions, while giving credible designers and brands a fair, structured way to grow.
The next phase is about depth and refinement. For Social Jet, the focus is on deepening our frameworks, paid amplification models, and education-led initiatives so brands can systemise influencer marketing as a scalable growth channel. Our expansion into Europe is a deliberate and strategic step, one that few local agencies attempt, but one that aligns with our long-term vision.
For IDLah, we are expanding beyond events into more structured homeowner journeys, creating clearer pathways from inspiration to decision-making, while maintaining a strong emphasis on trust and quality. Beyond renovation, we are also expanding into complementary life-stage verticals over time. From a first home to a first child, the goal is to create a trusted ecosystem that helps Singaporeans navigate major life decisions with clarity, protection, and confidence.
On a personal level, this is the year I am committed to chasing (and enjoying) uncertainty, amongst several other mindset shifts as I embark on a new chapter.”
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