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Mums We Love: Ethel Neo, Entrepreneur And Mum Of Two

Discover Ethel Neo, a visionary entrepreneur and nurturing mother, whose ventures, Éclat by Oui and CHU Collagen, embody her passion and determination.
Ethel Neo, Mums We Love
Ethel Neo, entrepreneur and mother of two, thrives with Éclat by Oui and CHU Collagen businesses.
By Emma Lin
March 19, 2024

Meet Ethel Neo in this month’s Mums We Love series! A remarkable entrepreneur and loving mother of two, Ethel has carved her path in the business world with not just one but two flourishing ventures, Éclat by Oui and CHU Collagen, alongside her supportive husband. Ethel’s entrepreneurial journey began at the age of 18. Since then, she has been unstoppable, finding pure joy in steering her own enterprises. The inception of Éclat by Oui in 2017 was sparked by a personal hardship, when Ethel lost her cherished engagement ring while traveling. This lead her in search of exquisite diamond alternatives for her journeys. What began as a passion project swiftly evolved into a thriving business, with Éclat by Oui now boasting an impressive array of products.

Ethel’s entrepreneurial spirit didn’t stop there; in 2020, she embarked on a new venture, CHU Collagen, fueled by her love for cooking and soupy delights. Today, CHU Collagen stands as a testament to Ethel’s culinary passion, offering a range of collagen-infused delicacies with a strong presence both locally and across borders. With her boundless energy and vision, Ethel continues to inspire not only as a businesswoman but also as a loving mum and role model for aspiring entrepreneurs everywhere.

Describe Ethel Neo in three words.

Go-getter, creative and reserved. 

Tell us a little about your family (husband, kids) and childhood.

My husband and I got married in 2016, had a son in 2018 and another in 2021. 

My childhood was great. I have three brothers so you can imagine the chaos and fun we had at home. A lot of time was spent together as a family watching movies and cycling in the park. 

Éclat by Oui. How did it all happen?

I lost my actual engagement ring in 2016 while I was travelling. It was traumatising as the ring meant something important to me. I began searching for a ring that I could bring on my trips, but it was either too ‘accessory looking’ or the price was out of my budget. Eventually, I decided to make my own. 

What were some of the challenges you faced when setting up the business?

At the start, people were not comfortable with the fact that these are not real diamonds. Some key opinion leaders (KOLs) rejected us, and repeated customers were not keen on writing reviews. It was quite disheartening to know that our customers were not proud of your products. 

Another challenge was asking myself how much time and effort I wanted to put in to this business. I was holding a well-paying job back then and wasn’t sure if I wanted to give it up entirely. (I did it eventually, and even convinced my husband to do the same!)

What makes Éclat by Oui stand out from the other jewellery businesses?

Many of our customers adore our jewellery for its quality and price point. We don’t see ourselves as selling jewellery per se, I believe that we are offering customers a peace of mind. Instead of worrying about their heirloom jewellery when they are out and about, they can travel and look good at ease. 

Your top three must-have jewellery pieces from Éclat?

HeartWear Signature Earrings, Promise Ring in two carats, and Fluted Pave Bangle.

Tell us more about CHU Collagen.

CHU Collagen offers luxurious, frozen soups. Our main goal is to to elevate your hotpot experience at home. 

How is it like being a mum and entrepreneur all at the same time?

I would say that it’s hectic but rewarding. 

What is your typical day like? As a mum and as a business owner?

On weekdays, I wake up at 7.30am to prepare my kids for school. By 9.30am, I am in the office. I try to wrap things up by 7pm, have dinner with my kids at 7.30pm and by 9.30pm, my kids are asleep. It’s me time after that. I either unwind or continue with my work. The weekends are reserved for my kids. 

How would you describe your parenting style? Same or different from the way you were brought up?

I am a combination of lazy and strict parenting. On most days, I am a pretty chill mum. This might not be a popular opinion but personally, lazy parenting is great for my sanity. More than that, it also encourages my kids to be independent and be their own person. There are times when my kids cross the boundaries repeatedly and that’s when I switch on my strict parenting mode.

It’s the same in a sense that I combine both my parents’ parenting style into one. My dad is the nice guy. He has never scolded me  and even as a kid, when I am at fault, he speaks lovingly and patiently to me. My mum, on the other hand, was very strict. I didn’t like rules and boundaries when I was younger but now, I really appreciate it. 

Has being a mum changed your outlook in life and your business?

Yes, before I became a mum, I never felt contented. I felt that contentment would lead to complacency and that would be the end of me. But after being a mum, my heart was filled with gratitude and I have learnt to find joy in the simplest of things. I am still as ambitious, but I no longer feel trapped by society’s standards of success. Contrary to what I thought, contentment fuels my ambition. I feel more inspired and driven, but with a different purpose. 

When I’m not working, I love to…

Read and spend time with my kids. 

One bucket-list travel destination is…


My daily beauty regimen before heading to work is…

Toner, hydration mask and sunblock!

Three mum essentials in my bag are…

Kids snacks, wet wipes and water bottles.

One rule you live by?

The biggest risk is not taking any risk.