Ex-relationship manager gave-up 5-figure salary to help aspiring women entrepreneurs

By Lyn Chan

SINGAPORE – Etsy users in Singapore might detect a familiar essence in Artisan Nook, except that this local marketplace distinctly unites mothers and other aspiring female entrepreneurs. It serves as a unique avenue for them to carve an alternative journey in presenting and selling their products, ultimately nurturing the seeds of their businesses.

Reena Yin, the founder of Artisan Nook, confesses she has never ventured into the realms of Etsy, despite being acquainted with the American giant. Her inspiration wasn't stirred by external influences, she told Yahoo Finance Singapore.

Since its launch in October 2023, Artisan Nook has become the canvas for the creativity of nearly 10 Singaporeans, referred to as "artisans" by Yin. From babysitting services to jelly drinks and scented candles, the platform boasts an array of offerings. The 39-year-old acknowledged the modest scale, but stressed that it's just the beginning of the marketplace's journey.

Motherhood as a catalyst

The turning point for Yin, prompting her to leave her position as a Julius Baer relationship manager, was the shift that occurred when she became a mother. "When you become a mother, everything changes," she said. "It came to a point where I felt like I should take a step back (from work) to spend more meaningful quality time with them (her children)."

Yin's first child arrived during the pandemic, allowing her to spend significant time with the baby. However, the dynamics changed when she had her second child as borders reopened, ushering in frequent travel that pulled her away from home.

Yin felt "mum's guilt" and it created an internal struggle – she had to balance her career aspirations and a need to be present for her children.

Eventually, Yin left the corporate world.

• Also read: Why entrepreneur and Give.Asia co-founder raised his pay from S$500 to S$7,000 in order to 'do good'

• Also read: From CEO to 'zero': StashAway boss went from Zalora chief to starting investment robo-advisory from scratch

• Also read: Solopreneur founder of Tailored Jewel went from being in debt to earning 7-figure revenue

Transitioning from a robust five-figure monthly salary to the unpredictable landscape of entrepreneurship, Yin encountered scepticism and concern from friends and family. But she pushed on, compelled by the desire to spend more time with her children.

Before officially embracing her the path of entrepreneurship, financial considerations took centre stage. While her husband, also from the banking industry, maintained a steady salary, the couple, then parents to four- and two-year-old children, contemplated the sustainability of Artisan Nook.

Accepting risks

They embarked on meticulous planning over several months, with Yin ultimately setting aside 12 months of her salary to cover expenses. Capital-wise, a sum close to six figures sum was injected into Artisan Nook and another business.

The second venture, her homemade chilli brand, Jia-Home, was born around the same time as Artisan Nook, and is derived from a cherished recipe passed down by her father-in-law.

The capital distribution weighed in at 65/35, with Artisan Nook claiming the bigger share of the investment.

Facilitating the discussion process significantly was Yin's keen understanding of her risk appetite, a financial insight acquired from her banking background. She said, “Before you go into a business, it's crucial to know the risks involved and evaluate your capacity to stomach them.

"I have posed this question to myself: 'If the numbers decline by a certain percentage for a specific duration, can I tolerate the fluctuation?’"

Personal challenges

Finances aside, stepping into the e-commerce landscape as a first-time entrepreneur brought new unknowns on a skills level. Yin recalled, "I needed to learn a lot of things on my own, such as setting up a website and navigating e-commerce functions. Fortunately, technology has made these tasks more accessible."

The support of friends, family, and former banking clients has formed a reliable safety net for her.

"I've been fortunate to have successful businessmen among my former clients. Whenever I face uncertainties or have queries about certain business aspects, I turn to them for insights and perspectives," she said.

Constant dialogue with trusted individuals has also prompted Yin to steer Artisan Nook in novel directions. While the platform initially focused solely on products, Yin has included services after receiving encouragement from her mentors.

While addressing practical challenges has been relatively straightforward, she has had a searing lesson in emotional resilience. As a woman, she said, she experienced a sense of diminished security when her banking salary was no longer a consistent presence. She candidly confessed that her self-worth was previously tied to her role as a high-paying relationship manager. "In the past, I contributed as much as 60 per cent to family expenses. But no longer."

Yin has ambitious plans for Artisan Nook. "I hope that we can expand to become a mini Shopee exclusively for women. Additionally, I envision us growing as a community to support one another, because entrepreneurship can be a lonely journey," she said.

Follow us on Facebook, Instagram, TikTok and Twitter.