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From Candles to Consulting: Singapore Entrepreneur's Unexpected Career Shift

  //business-finance.news-articles.net/content/202 .. pore-entrepreneur-s-unexpected-career-shift.html
  Published in Business and Finance on Sunday, February 8th 2026 at 3:35 GMT by The Straits Times
      Locales: SINGAPORE, MALAYSIA

SINGAPORE - The entrepreneurial spirit is often born of passion, but for Serene Lim, it was the practical challenges of realizing that passion that ultimately illuminated her true career path. What began as a creative outlet - a small online business crafting handmade soy candles - evolved into a thriving digital marketing consultancy, proving that sometimes the most fulfilling careers are discovered through unexpected detours.

In 2019, Ms. Lim launched Lumiere, envisioning a haven for beautifully scented, ethically sourced candles. She possessed the artistic drive and craftsmanship, but quickly encountered a fundamental hurdle: reaching customers in a saturated online market. "I felt a sense of purpose creating something by hand, but I didn't have any business acumen," she admits. This lack of formal business training, a common plight for many first-time entrepreneurs, initially hampered Lumiere's growth.

Sales were initially slow. Ms. Lim wasn't simply content to create a quality product; she understood that visibility was paramount. This realization propelled her into the often-complex world of digital marketing. Forced to learn by doing, she immersed herself in the intricacies of Search Engine Optimization (SEO), the art of ranking higher in search results. She mastered the nuances of social media marketing, understanding how to build a brand presence and engage potential customers. And she became proficient in content creation, realizing that valuable, engaging content was the key to attracting and retaining an online audience.

"It was overwhelming at first," Ms. Lim recalls, "but I was driven to find a solution." This drive, coupled with a willingness to embrace continuous learning, proved to be transformative. As she navigated the digital landscape, she noticed a recurring theme: numerous small businesses were grappling with the exact same challenges she faced. They had excellent products or services, but lacked the digital expertise to effectively reach their target market. This observation sparked a pivotal shift in her business strategy.

In 2021, Ms. Lim made a bold move. She didn't abandon Lumiere entirely, but strategically pivoted its focus. Lumiere was rebranded as Lumiere Digital, and the business began offering digital marketing consulting services to other small and medium-sized enterprises (SMEs) in Singapore. The services offered encompassed a full suite of digital solutions, including social media management, SEO audits and implementation, content marketing strategies, and even basic website analytics.

"I'm now helping other small businesses navigate the complexities of the digital world," Ms. Lim explains with evident satisfaction. "It's incredibly rewarding to see them succeed." The transition wasn't simply a change in services; it was a confirmation of her newfound passion and expertise. Ms. Lim found that her initial struggle had equipped her with a unique skillset - not just theoretical knowledge, but practical, battle-tested experience gained from building and marketing her own business.

Today, Lumiere Digital boasts a team of six, demonstrating the demand for accessible and effective digital marketing support for SMEs. Ms. Lim's story highlights the growing importance of digital literacy for businesses of all sizes, especially in a competitive market like Singapore. Beyond simply generating leads and boosting revenue, effective digital marketing is now crucial for brand building, customer engagement, and long-term sustainability.

Ms. Lim's journey serves as an inspiring example of adaptability and resilience. "Starting Lumiere taught me resilience, adaptability, and the importance of continuous learning," she reflects. "It's been a journey of self-discovery and a reminder that sometimes, the best career paths are the ones you stumble upon." Her experience underscores the fact that entrepreneurship isn't just about having a great idea, but also about being willing to learn, adapt, and ultimately, to help others succeed. It's a powerful testament to the ripple effect of small business innovation and the unexpected rewards that can come from embracing the challenges along the way.