Annie Cheong found her perfect match in floral arrangements. She now enjoys making all couples’ weddings as unique as possible.

What’s your story?
After graduating with a degree in social work, I worked in a local VWO dealing with family violence. I love my work and I learnt so much but I knew I had to do something on my own after I finished my bond.  I toyed with a few ideas and realised that I was really good with flowers after going to classes as respite from my work. I also got to know a fellow social work classmate’s program who trains low-income ladies in floral arrangement. At that point of time, I just felt like I’d found a perfect match.

What excites you most about your industry?
Working with new flowers, new styles and meeting new people. It’s really exciting and challenging to constantly innovate and think of new ideas to make each wedding as unique as possible for the couples.
Also, it’s really fun to have the daily opportunity to experiment, to create and to develop my own signature style in floral design.

What’s your connection to Asia?
Born and raised in Singapore, I spent almost all my life in Singapore. I love travelling and am blessed to be able to travel to many Asian countries. I especially enjoy my overseas volunteering trips to many SEA countries, India and China.
IMG_9970high res logo-01

Favourite city in Asia for business and why?
Singapore! This country is full of ideals, dreams and opportunities. I’ve met many like-minded people since starting up and they have never failed to connect me with all the resources that I might need.
What’s the best piece of advice you ever received?
“What we do for ourselves dies with us. What we do for others and the world remains and is immortal,” Albert Pine.

Who inspires you?
God. There will be days when I’m so afraid that I can’t pay my rent but god will remind me to be patient. I’ve a friend who transferred me money secretly after waking up one day saying that god wanted her to pledge that amount of money to us.

What have you just learnt recently that blew you away?
I just watched The Big Short and was blown away by it. It’s really ok to be weird or deviate from the usual path. I feel a particular connection to Christian Bale’s character in the movie.

If you had your time again, what would you do differently?
There’s nothing that I would do differently. I came to realise that everything happens for a reason. By giving your best in everything that you have committed to at any point of time, then you should have no regrets.

How do you unwind?
Reading, listening to music and catching up with friends. I feel so guilty that I’ve been so busy with my work and I’ve neglected many of my friends.

Favourite Asian destination for relaxation? Why?
Thailand. Love the beaches, the food, the people, the shopping and of course, the massages.

Everyone in business should read this book:
Delivering Happiness by Tony Hsieh

Shameless plug for your business:
Whether whimsical or elegant, leave it to us to create the wedding that is uniquely yours. We’re happy to accommodate any ideas, however crazy! -winks-

How can people connect with you?
Email: [email protected]

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:

CallumConnectsCallum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.

Take the ‘Key Person of Influence’ scorecard <>

Connect with Callum here:
Get his free ‘Asia Snapshot’ report from

Recently Published

Key Takeaway: The current economic climate is particularly concerning for young people, who are often financially worse off than their parents. To overcome this, it is important to understand one’s financial attachment style, which can be secure, anxious, or avoidant. Attachment theory, influenced by childhood experiences and education, can help shape one’s relationship with money. […]
Key Takeaway: Wellness culture, which claims to provide happiness and meaning, has been criticized for its superficial focus on superficial aspects like candles and juice cleanses. Psychological research suggests that long-term wellbeing comes from a committed pursuit of both pleasure and meaning. Martin Seligman’s Perma model, which breaks wellbeing into five pillars: positive emotions, engagement, […]

Top Picks

Key Takeaway: The fashion industry relies on storytelling to create fashionable garments and spread positive messages about issues. However, it can also drive overconsumption and perpetuate unrealistic beauty expectations. The industry’s global reach allows for easy sharing of visual cues and messaging, especially during times of social and political unease. The UN’s report urges storytellers, […]
Key Takeaway: Water is essential for development, production, and consumption, but we are overusing and polluting it. Eight safe and just boundaries have been identified for five domains: climate, biosphere, water, nutrients, and aerosols. Humans have already crossed these boundaries for water, but the minimum needs of the world’s poorest to access water and sanitation […]


I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.


Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics