CEO Insights Magazine

In a world that often values profit over people and the planet, Winnie Liw stands out as a beacon of hope for socially conscious entrepreneurship. As the Founder & CEO of WD TCM Lifestyle Products (Traditional Chinese Medicine) Natural Cosmetics and Kingdom of Esther (KOE), Winnie has made it her mission to not only create all-natural and sustainable products but also to empower other businesses through professional services. Her journey from a successful finance career to a purpose-driven entrepreneur is a testament to her unwavering commitment to making a positive impact on the world. Let's delve deeper into the story of this inspiring Asian leader and learn from her experiences and insights.

Give a brief account of your professional background and experiences.

Throughout the first part of my career, I gained invaluable sales and management experience within the financial industry, where I established two successful businesses with Great Eastern Life and HSBC Singapore respectively from 1992-2005 and 2005-2007. With this wealth of knowledge, I pursued my passion for entrepreneurship by creating my own brand, WD TCM Lifestyle Products, in Hong Kong in 2008. However, due to the unfortunate events of riots and the pandemic, I returned to my hometown of Singapore in 2017 and founded the Kingdom of Esther.

The Kingdom of Esther allows me to fulfill my life mission of providing consultancy services to SMEs and startups in related industries. I understand the challenges of being an entrepreneur and the importance of seeking guidance, which is why the Kingdom of Esther offers two spectrums of business.  Firstly, we form strategic partnerships with almost 20 companies in both local and overseas markets to provide professional services that aid businesses in achieving long-term success. Secondly, we aim to promote WD TCM Lifestyle Products globally to improve the health and well-being of individuals.

What is your success mantra?

My success mantra is GRIT, as shared by psychologist Angela Lee Duckworth. It's not about social intelligence, good looks, physical health, or IQ. Grit is about passion and perseverance towards long-term goals, having stamina, and sticking with your future plans. I strongly believe in this concept because success means different things to different people, and grit focuses on what matters most to me. Lastly, I believe that in business, collaboration is crucial for everyone to prosper. Instead of competing, we should aim to work together, driven by our hearts, instincts, and talents.

What are the guidelines or methodologies you follow to lead your team?

In the face of any issues or problems, I prioritize solutions rather than dwelling on the problem itself. In situations where a decision has not yet been reached, I encourage open communication through brainstorming sessions to ensure everyone's perspective is heard and the best outcome for the company is achieved.

In situations where a decision has already been made, I ensure that my team understands the reasoning behind it, and explain why certain ideas were not adopted. This alignment of objectives helps us work together more effectively and productively. In the end, achieving results is crucial, but if any unexpected issues arise, I always have backup and contingency plans in place and focus on finding solutions to keep moving forward. By adopting this approach, I have found that my team is able to work together cohesively and efficiently, resulting in a more productive and successful outcome.

What are the value additions that customers can expect from your services and solutions?

Kingdom of Esther is a unique organization that was incorporated in 2019, but our expertise in the WD TCM Lifestyle brand extends beyond a decade. Our flagship offering is our personalized approach and our unwavering commitment to providing tailormade solutions that address our client's specific requirements.

We go the extra mile to ensure that we walk with our clients every step of the way until the completion of their journey. At Kingdom of Esther, we offer professional services that cater to the needs of SMEs and startup companies. Our platform brings together a group of experienced professionals and collaborates to provide comprehensive services that cater to the needs of our clients at a reasonable cost. In the competitive environment, our strategic partners help us identify solutions that drive growth and prevent stagnation.

Our WD TCM brands are distinctive, as they offer 100 percent chemical-free products that are highly effective in cleansing impurities from head to toe, combating the harsh effects of the environment. Our range of products is based on the ancient principles of Traditional Chinese Medicine, which incorporates patented formulations that work to heal the body from the inside out. Our skincare products are designed to improve the health of our customers' skin, while our hair and body products offer a range of benefits that are unique to each individual's needs.

Our solutions are tailored to meet the needs of each customer, providing them with a personalized experience that is unmatched in the market. Additionally, using our products not only improves the health of our customers' skin but also helps to cleanse impurities and boost immunity, making it an essential part of daily self-care routines. The efficacy of these products includes positive healing results visible within two weeks after continuous use of the products.

Winnie Liw, Founder & CEO, Kingdom of Esther

With a team of pre-qualified beauty partners, Winnie plans to launch WD TCM Lifestyle Products' all-natural skincare solutions globally (in more than 14 countries). She has received personal recognition from Marquis Who's Who and Successful People in Singapore 2^nd edition by Britishpedia, as well as MDRT, COT & TOT awards. Winnie's strong alliances across different professions enable her to provide complete business solutions for companies seeking to make strides.