Corporate to Creative: Embracing a New Venture for a Banker-turned-entrepreneur

A deep dive into small business owner Veronica Chew and her brand, Dainty Co. By Pang Lyn — October 17, 2024 @ 2.00 pm

Dainty Co’s founder, Veronica Chew with one of their products - @daintyco.my Instagram

IF there is anything Veronica Chew is up for, it’s a challenge. In 2016, Dainty Co started from Chew’s dining table and has now evolved into a female-led sustainable business. Speaking to MamakMedia, she shared how she turned her side-hustle into a thriving business. 

Just a side hustle

“Actually, DaintyCo started as a side hustle when I was still in banking. So the reason why I decided to quit banking entirely and focus on this full time is because, during that time, it was COVID, MCO. So that’s why it was a no-brainer,” she said. She revealed this was also the time she finally had the capital to start her life-long dream of owning a business. A big step for all business owners is starting out and the struggles of running their first business.

In Chew’s case, it was a matter of giving up a stable income to pursue her dreams.

Chew celebrating Dainty Co’s 1st shop anniversary - @daintyco.my Instagram

The transition from finance to business owner

“I’ve always wanted to do business,” she said. “I actually joined banking as a management trainee.

“During the induction, my batchmate asked me how long I planned to stay in the industry. I knew in my heart that banking was not my calling. I told them that my ultimate goal was actually in business.

As with every person switching careers, Chew spoke out about stepping out of her comfort zone and the struggles of transitioning from a stable job to starting a small business.

“Of course there were a lot of struggles. So, a stable job means stable income. So, honestly, that one was tough.

“It's not easy, because there's ups and downs in business. And, also, another thing is that in banking, it's a corporate job, so it's very structured. You really know what to do. 

“You come in, just do this A, B, C. You get D, E, F. Then at the end of the month, you'll get your salary as long as you do all these things. So I feel like starting a business is not easy because you have to set up the structure.”

After almost nine years in banking, she knew she had to get out and start a new chapter in her life. 

Dainty Co’s product, the Abby Phone Bag - @daintyco.my Instagram

Starting from scratch

When asked if her prior experience in the corporate world had lent a helping hand in building the foundation of Dainty Co, she agreed and explained how she did it.

“It’s structured, so I followed closely how they operated it. They had a department for marketing, operations, sales, etc. Of course, I did it on a much smaller scale.

“Past experiences actually helped me to do this more successfully because I used to have other small ventures. I think that gave me confidence because it's very easy to start a business, but it's not easy to maintain it,” she said.

As Dainty Co has slowly made its way into the world of corporate gifting, she admitted gathering clients was the hardest part of the process. However, as a former bank employee, speaking with corporate clients was already part of her skillset.

“In banking I also dealt with a lot of corporate clients. So it was easier to collaborate with other companies and find customers when selling corporate gifts.”

Dainty Co’s corporate gifts with MKH Berhad- daintyco.com

Celebrate the little things

Chew highlighted the importance of staying grounded and humble. However, that didn’t mean pushing yourself without any rewards. Chew highlighted the importance of staying grounded and humble. However, that didn’t mean pushing yourself without any rewards.

“I would say it is a collection of small achievements,” She stated when asked about the company’s major successes.

“For example, from working at home alone to renting a 400 square feet studio. And now we have a 1,800 square feet office with three permanent staff and two part-timers.”

Expanding their customer base and product range from personal hot-stamped leather goods to corporate gifts, Dainty Co has had their steady rise in the market.

“It’s like a step-by-step process. Every achievement counts.”

Advice for aspiring entrepreneurs

“I would say just do it. Just start.” Chew - heavily on this, sharing her experience with friends asking for advice.

She mentioned that she had seen a lot of people overthink on starting a business, but alas they stay in their comfort zone.

“They think of all the risks and then don't do it. So I would say, just start and even if it's small. You just do it slowly along the way. When there's any issue or problems, you just face it and you solve it,” She said.

When asked about aspiring entrepreneurs who did not have the initial funds to start, she advised starting small.

“Back then in 2016, we started with just a bit. Me and my partner each chipped in RM10k each. So you start small. After selling some products, you take back some money and slowly grow.

“I think as long as you calculate, you have enough to sustain the business. 

“You can also start smaller, maybe RM2k? But that would be a different kind of business. But I think it’s most important that you start first, then only you think how to make it bigger,” She said. As an inspiration to entrepreneurs, Chew said starting a business venture is not hard. It is maintaining the seeds you have sown, taking care of them until they blossom. While some people may have a green thumb, anyone can grow a garden if they are committed to it.