From a young age of eight, Mindy loved creating knick-knacks for play, where she would ‘sell’ them to her little brother, who would in turn ‘buy’ them with paper money. Subsequently when she started schooling, she would draw and paint characters on white shoes and carve stamps out of erasers for sale to her friends. 


When she was 15 years old, Mindy saw an ad for a hosting position at Kids Central (television channel). Upon arriving at the studio, a snaking queue had formed. Despite her parents’ suggestion to give it a miss, Mindy was determined to participate in the audition. Her persistence paid off when she was amongst one of the four selected from over 500 hopefuls.


Over the years, the go-getter explored emceeing and acting, juggling these gigs while pursuing her degree in Visual Communications at the Nanyang Technological University’s School of Art, Design & Media. During the course of her studies, she particularly enjoyed a design module which allowed her to work with a myriad of materials such as organza, silk, felt and resin; and to use different techniques to create a variety of things. Staying back at school everyday, Mindy designed woollen headbands, used marbles to create texture on organza and sewed them into shower loofas, made coasters and sewed dresses for babies. For her project submission, she presented all these items in a form of a retail store, complete with pseudo price tags. This project received great appraisals from her professor and course mates across the levels, and definitely could have been a catalyst that fanned her business-creative-problem solving flames. 


After graduation, Mindy worked at a renowned athleisure store where she met and worked with an amazing team who encouraged setting and crushing goals. Over the tenure of her time there, she learnt and fell in love with the art of business psychology, brand love and making meaningful connections with customers, colleagues and partners. 

"I love the idea of building something and watching it grow, and take its own form. 
SOAMI is a brand that had its own character right from the beginning and she represents something much bigger than me."

Lover of creation, connection, jewellery and being an advocate for meaning and intention, with a background is in branding and design, naturally there was no better way to do all that than to channel all that chaos into a brand of her own. 


SOAMI (pronounced ‘sow me’) was conceptualised in three months, launching its online presence in February 2017. A word mash for, ‘so am I’, the name suggests that we have more in common with each other than we'd like to believe. More importantly, it is inspired by the biblical verse 1 John 4:17 that says "As He is, so are we in this world" that at its very root serves as a reminder that everything Mindy does on this earth, and with this brand, is to mirror His heavenly ways. 

With the mission to encourage intentional living and boldness through simple, timeless jewellery, Mindy created a small collection of handcrafted jewellery pieces, which allowed for engraving of words of encouragement and the names of loved ones. Her maiden sale was made at a pop-up booth at Central Mall. 


With SOAMI, Mindy is involved in every aspect of the business – from product design, and jewellery stamping to styling, photography, content creation and administration work. With the launch of SOAMI’s first flagship store at Raffles City, Mindy has employed two ‘SOAMI girls’ to help with the daily operations. The brand also carries a bridal and bespoke fine jewellery line called Dion by SOAMI (named after her beloved brother), as well as a solid gold line. Mindy shares her vision for the brand: “I want to build an empire out of SOAMI that goes beyond jewellery. I hope everything we create will be centred on love, based on real stories and drenched in meaning.”


When the going gets tough, Mindy turns to her partner for sound advice and encouragement. His shared passion for the brand has kept her going throughout the years. While she describes the initial years as arduous, Mindy is determined to have fun while taking SOAMI forward onto its new adventures. While she has a busy daily schedule, Mindy makes times for her passion, bouldering.


The SOAMI flagship store is located at:
252 North Bridge Road, Raffles City, #03-27, Singapore 179103


Photo Credit: David Goh @davidgohstudio


The Brand

SOAMI (pronounced sow-me) is a Singaporean brand that was born out of a desire to encourage people to live intentionally. We seek to empower people to gift words of life that would bring comfort and joy to others. 

We use the finest quality of conflict-free materials, and work with stainless steel and Gold Vermeil, and Solid Gold. We offer a wide engravable range designed for you to engrave a name, a memory, a seasonal reminder. Our designs are steeped in stories, or our philosophy.

All items are packaged in our ready-to-gift SOAMI box, beautifully sealed.

At SOAMI, it is about inspiring kindness and grace into the way we think, give, live and love.

SOAMI (pronounced sow-me) is a word blend of the phrase 'So am I'.
SOAMI was founded in November 2016
and the site was officially launched in February 2017.

Our Pledge
We do our due diligence to find out where our materials are from, and that the entire process is conflict-free. Our owner has a strong relationship with our makers and crafters.

Working so directly with the source of our products, we not only have more knowledge on our pieces, we also cut out a lot of middle-man costs which would have otherwise translated to unnecessary mark ups unto our clients.