Juwel Lu Juan Ang

• Founded and built a curvy-friendly, modestwear fashion brand from scratch, integrating inclusive design with storytelling, without formal fashion training, learning through passion and resourcefulness.

Operations & Systems

• Set up and managed the entire e-commerce workflow: product development, pricing strategy, inventory, and logistics (Shopify, Upmesh, Easyship).
• Leveraged Upmesh and Shopify integration to create interactive shopping experiences via live comments and engagement during sales events.
• Handled order processing, customer service, and after-sales support, building a smooth and responsive shopping journey.

Sales & Growth

• Built a commercially viable business by curating pieces I personally love and believe in, resulting in repeat customers and community-driven growth.
• Designed and created inclusive apparel pieces with specific cuts to cater to curvy body types, bigger hips, and real women like myself—filling a gap in the modest adjacent fashion market & empowering women
• Designed and managed pop-up events at Celebfest, Enniche, Mak Besar, and Absolut, creating meaningful in-person connections with customers.
• Designed & managed retail shops at Bali Lane (2015-2016), Golden Landmark (2017-2019), and City Plaza (2019-2021) ,Bizhub 28 (2021,2024)
• Create, film, and edit all brand content—photoshoots, reels, IG Lives, and storytelling campaigns-building an engaged audience through authentic storytelling, not trend-driven content.

Marketing & Community Building

• Cultivated a close-knit community of 39.3K followers, affectionately called “Jewels”, fostering a sense of belonging and shared identity.
• Designed and produced custom merchandise (e.g bags,mirrors,measuring tapes,Tshirts ) as expressions of brand loyalty and community connection.
• Created branded thank-you cards with exclusive NSA designs, adding a personal, thoughtful touch to each order.
• Organised themed sale events blending commerce and community—featuring busking performances by local artists and collaborations with local brands to support Singapore’s business scene.
• Hosted Instagram live sessions, interactive polls, and behind-the-scenes storytelling to share creative processes & connect
• Collaborated with influencers and stylists to expand reach while staying true to brand values.

Led community initiatives:

(2020) Amelia's Rainbow Fund :

• Initiated and led a COVID-19 relief initiative, mobilizing a volunteer team recruited from my own community of followers.
• Assigned and managed roles, including outreach to public influencers for fundraising, sourcing diverse donation items, and liaising with beneficiaries (Beyond Social Services) to ensure credibility & reach
• Personally curated and packed family-friendly care packages, with thoughtful items designed to encourage parent-child bonding and entertainment for children during lockdown.
• Oversaw all logistics, funds, and distribution, ensuring full accountability and transparency.
• Raised S$29,000 to support families in need during the pandemic.

(CNA,Straits Times, Nominee of President's Volunteerism & Philanthropy Awards (PVPA) 2020)

(2023) Turkey Earthquake Aid Assistance : Coordinated and led an islandwide donation drive

Organised the collection, logistics, and delivery of essential items to the central donation centre, ensuring timely support for affected communities.

(2023) B.A.B.E.S Pregnancy Crisis Support Collaboration

Styled makeover and photographed beneficiaries (young mums & their daughters ) for No Skin Attached Raya campaign.

Provided families with photos as keepsakes

(2022- Present) Chingay Workshop :

• Developed and facilitated creative arts workshops for the community, working with elderly, children, and the public across generations.
• Designed interactive, engaging, and manageable activities aligned with the float theme, ensuring relevance, inclusivity, and community participation.

• Revamped brand identity for family business of traditional hawker flower stall into a modern, trend-savvy florist.
• Created engaging floral products and seasonal collections (e.g., Chinese New Year).
• Developed online marketing strategies, expanding customer reach through social media.
• Boosted sales and community engagement through digital transformation.