M: Hi Natascha, thank you for taking the time and availability to share your story with us. How long have you been in Singapore and how did you end up here?

N: “We arrived in Singapore in August 2018, more than a year ago, and after three years in Shanghai in China. We left Belgium 4 years ago because my husband had an offer from his French company. We headed to Shanghai first, it was a long time since we wanted to leave our comfort zone. Our girl was one year old, and we thought it was the right timing to see something else to go somewhere else to go to another continent, and we liked it! So we decided to continue and instead of going to Belgium, my home country, we came to Singapore, and I don’t know what the next step will be.”

M: That’s quite a story, so many women out there probably relate to you. What is your background and how did you become a jewelry designer?

N: “My background is like... I studied tourism. I worked in the hotel industry for two years, then became Public Relation in the movie industry for more than 13 years for BELGA FILMS, a Belgian company. I loved my job and my team. I still miss it a lot, nothing to do with jewelry design. But, I had this idea for almost 20 years, a hair jewel I really loved, one day, I lost it. When I tried to find a similar one, I discovered that there was nothing on the market except plastic crab, hair bands and scrunchies. Nothing elegant, sophisticated minimalist to put in your hair.

So I was like, I want to create something! I drew, but I didn't know where to begin. I met someone who was a designer and launched her company THEA JEWELRY, and she kind of helped me to understand the process and what I had to do to go through it.

I was an employee, and I didn't know where to begin, with just an idea to make it concrete, so I met her in July 2018, just one meeting, and I knew exactly what to do. It was good timing because, after that, we were going to arrive in Singapore. So I said, ok, let's make this my full-time job and, it's what it's now. It's even more than a full-time job because I am dreaming of it all the time, it’s always in my mind.”

M:Now let's talk about your business: Elna Design. Your hair jewel is incredible, and soon enough, it was seen on the hair of famous actresses like Monica Bellucci and Laetita Casta. Tell us your journey of opening your own business from nothing.

N: “The story behind E L N A. E L N A is because of Élise, my daughter, and Nadine, my mother. My mother bought me the same kind of jewel to put in my hair and when my daughter was borned, I miss it so much, why did I lose it because I don't find something like that anywhere. So let's design it! That's where E L N A is coming from.

It was quite challenging, but when I had the list to begin, I had the designs, so I had to find someone to help me to do the design on a computer with a designer program. For the right size, then choose the best material, I met a jeweler in Antwerp. He understood quite fast what was the idea, what was the point, and he helped to understand the process through it.

So he told me, "The next step now is to find a jeweler that can use the files I did for you and can create something with it. So I went to Hong Kong jewelry fair, which is the biggest one, and I stayed there for three days, knowing almost nothing and meeting people, talking to people. I found my jeweler the one be I’m still working with now. So he helped me to build the prototypes, to test them and then to make the jewels, to meet the clients, to meet the women!

I also had to do the website, logo, the brand, then build the company in Singapore to create a private limited to be able to work in Singapore on the project. So all that went through last year, starting September (2018) until June (2019) when I launched the website, whole new things to do came up. From finding the photographers and models to take nice pictures for the people to see how it looks like, to give ideas on how to put it in the hair.”

M: Being your customer myself, I can confirm your hair jewel is sophisticated and practical. What have been the challenges you had to overcome during the design, production up to the delivery to your customers that we can say are literally worldwide?

N: “I have more than 40 drawings in my notebooks. I wanted to develop only one at the beginning because it’s a new accessory, so I had to test it first. I chose one, who's name is Juliette, like my grandmother. And then I found out that, depending on hair type, it can be quite challenging sometimes. You have people with very fine hair or very thick hair, so I decided to design in three sizes, Mini, Midi, and Maxi, which is for very thick hair.

I am working on new prototypes, I will soon have premium designs. I will be at Boutique Fair on the 15th of November with my jewels. I also found a shop to sell my jewels in Singapore, and I am working on a shop in Paris and a shop in Brussels.”

M: Last, what do you suggest to other women that, like you, want to open a business mainly online and be able to be mobile?

N: “All that was really a fantastic process I went through. Because I have met so many people, different kinds of people with different backgrounds. I am still learning a lot, so I think that was the most incredible thing in this, was this idea, I had to face all my fears, find a solution, and make mistakes. So what I would say to women is not to be scared, trust yourself.

All that was really a fantastic process I went through. Because I have met so many people, different kinds of people with different backgrounds. I am still learning a lot, so I think that was the most incredible thing in this, was this idea, I had to face all my fears, find a solution, and make mistakes. So what I would say to women is not to be scared, trust yourself.

I think what makes the difference between men and women is that women have too many fears of feelings. Fear of failing, fear of others opinion, fear of being wrong… but it’s part of the deal, I made mistakes for sure this year. I made choices because I am the only one who's making decisions so, sometimes you have to decide and quick, because you have to be ready.

As of now, I couldn't be more proud, because, Monica Bellucci loved my jewel, as well as Laetitia Casta, Marion Cotillard, also the Belgian singer Angèle and the Belgian actress Emilie Dequenne, of course it is incredible to hear they love it! It's also the women, yesterday I met my first client, she ordered a jewel in June when I launched the website, and she wanted another one, so I wanted to meet her personaly, she told me how happy she was to have something else in her hair. She was always wearing a bun, and it is true that she had nothing else than a plastic Krab to put in her hair. She told me "It's amazing how there were nothing, but your jewel is easy to use, intuitive, I am using it every day". She had the silver in June, and she bought the new one in gold to match with different jewels, so I was so happy to hear that. It is also the reason why I am so excited to do the Boutique Fair because I am going to meet the people using it, and that's the best way to improve. I also thought I could do an online shop, but there is nothing best than meeting the client and the women to understand what they are looking for, so I am delighted to go to Boutique Fair.

My last advice to women would be to follow their intuition, it is not easy for me because I am not always doing it. Still, I am trying my best to stick to it because every time I follow my intuition, it feels right, for my business and my family, even with my daughter I always try to follow my intuition and not to listen to what everyone else says.”

M: Natascha, thank you again for taking the time to share this powerful story with us, I am sure we can keep in touch as I have a feeling that this is just the beginning of a long successful journey!

You can purchase these sophisticated hair jewels at:

VIA INTERNET: www.elnadesign.com
VIA What’s App/Call: +65 9625 9501
VIA EMAIL: Sales@elnadesign.com
Follow Elna on IG! @elnadesign

Natascha Muth, a mother, a wife and designer-entrepreneur of the fabulous precious hair pieces by ELNA DESIGN