“I love decorating my nursery and kids’ rooms and noticed that there were not a lot kid’s furniture and decorations available in SG that were stylish and reasonably priced,” explains Dutch expat Joyce Coenraads, who moved here in 2011 with her family. “That is how Deer Industries was born (in 2014).”
Beyond introducing variety to the Lion City with safe, quality kids’ furniture and accessories, the mum of three also wanted to keep the pieces moderately priced and parent-friendly. “Currently, we carry over 2,300 products,” says Joyce of her Tan Boon Liat Building showroom. “Customers can stop by seven days a week to see and feel our products.” They can also get loads of ideas for their own homes, as she styles all of the furniture – mainly European products – with accessories like bedding and rugs.
Because there’s always furniture in stock, products are delivered within a week. Aside from furnishings, Deer Industries sells plenty of gifts and books for children, too. Seeing her business grow, says Joyce, “gives me the opportunity to live my dream. I am very grateful for that.”
And, if she weren’t running Deer Industries? “I’d want to create and run another business. Although it can be very demanding, I love being an expatpreneur… most of the time.”
About The Finder Expatpreneur Awards
In 2017, The Finder debuted its first-ever Expatpreneur Awards to honour foreign-born entrepreneurs running successful expat-owned businesses in or from Singapore. In 2018, 23 expats were awarded for their tremendous dedication. This 2019, a new batch of 22 Expatpreneur Awardees have been unveiled! All of them have one thing in common: Their brands help people “live well in Singapore” – The Finder’s core mission.
By Mizah Salik, The Finder Issue 298
More on The Finder:
Who Won The Finder’s Expatpreneur Awards 2019? Find Out Here!
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