In this special column called the “TLC x Fempreneurs Series”, we will be featuring inspiring Female Entrepreneurs (Fempreneurs) in short. You will be able to have a sneak peek at their mindsets and their daily habits.
Believe in the power of community. On some days when you feel big goals are impossible, or when you feel like giving up, you need to lean on your like-minded community. You can even “borrow” motivation, and in turn “return” with your own inspiring stories to pay it forward.
Meet Elin Soo (Teka & Cook With Love (CWL))
Fempreneur Elin Soo
Tell us a little about yourself. What is your business/ brand about?
I’m Elin Soo, a proud mother of two wonderful children, aged 10 and 12, a passionate professional with a deep love for creating solutions that make everyday life easier.
What got you started on your business?
My journey began with Teka in 2009 as a sales executive, and through the strong relationships I built with industry partners and interior designers, I rose to become the top sales personnel within a few months, a role I’ve been proud to hold ever since.
Before you started your business, what did you do on a full-time basis?
Before starting my business, I worked as a sales manager at Teka, where I was responsible for driving sales, building client relationships, and managing our product lines. While these roles were similar to what I do now, owning my own business introduced a new level of responsibility. It requires me to be deeply involved in the overall strategy, decision-making, and ensuring financial sustainability and growth.
What were some difficulties you faced in your life and how did you overcome them?
One of the biggest challenges I faced was when Teka made the decision to exit the Singapore market. With very limited time to decide whether I wanted to take over as the distributor, it was a high-pressure moment. The chance to represent such a reputable brand in the kitchen appliances industry was a rare opportunity, and despite the urgency, I chose to take the leap. Transitioning from being part of a larger team to leading the company came with its own set of challenges. I had to quickly familiarise myself with the intricacies of running a business, from managing operations to financial planning. However, I wasn’t alone on this journey. I was fortunate to have the support of a talented and experienced team, most of whom are still working with us today. Their dedication and expertise were instrumental in making the transition smoother, and together, we have successfully grown the brand in Singapore.
Fempreneur Elin Soo and her Family
Who inspires you?
My biggest inspiration has always been my parents. Both successful business owners, they managed to balance the demands of entrepreneurship while being fully present for our family. Growing up, I remember watching them seamlessly juggle both roles, making it seem as though running a business and raising a family were perfectly compatible. It wasn’t until I became a business owner and mother myself that I truly understood the immense responsibility they carried — and how remarkable their ability to maintain that balance really was. Their perseverance, commitment, and resilience have not only shaped my approach to business but also fueled my belief in simplifying modern living. This belief continues to inspire my work today, driving me to create innovations that can enhance the lives of others, just as my parents found ways to make the seemingly impossible, possible.
What excites you most about your industry?
What excites me most about our industry is its essential role in creating sanctuaries for people after their busy days. While it may not seem as glamorous, our solutions are relied upon by those in every field to recharge and unwind. At the end of a busy day, everyone needs a home that feels like a haven. What excites me most is being able to make that space—through innovation—more comfortable and enjoyable. It’s not just about simplifying home tasks; it’s about transforming the home into a place where life feels a little less hectic. Knowing that our solutions help to make modern home living less challenging and more rewarding fuels my passion for what I do.
What is your vision / personal motto?
My personal motto is simple: love what you do. When you genuinely love what you do, you can embrace both the highs and the lows. It’s not about avoiding challenges but accepting them as part of the journey. Loving your work allows you to find joy, even when things get tough, and that joy fosters a natural optimism. It helps you maintain a lighthearted approach, knowing that every step, good or bad, is a part of growth. Some may see me as ‘happy-go-lucky’ and even a bit carefree, but it’s really about staying positive, and trusting that everything will work out when you’re passionate about what you do. This is what keeps me motivated, both in my career and in life, always seeking purpose and fulfillment in the process.
What do you do in your free time as self care? How do you unwind?
My new hobby is baking cookies with my girls. We love spending time together searching for recipes online, shopping for ingredients on weekends, and then baking them. It’s a fun way to unwind, and sweet treats always feel like self-care to me.
How do you think you can help ladies to feel confident and empowered?
As a mother of two girls, I firmly believe that confidence and empowerment are inherent qualities we possess from a young age. At times, we may downplay our strengths — whether to support our partners or to align with societal expectations. However, ladies, it’s essential to embrace your confidence and let it shine. Trust in your abilities and continue doing what you excel at. The strength you need is already within you; it’s all about believing in yourself and not holding back.
TLC x Fempreneurs Series: Elin Soo (Teka & Cook With Love (CWL))
What is one thing you are grateful for?
I’m incredibly grateful for two things: my team and my family. My team has been with me through the challenges of running this business, and their dedication has made everything possible. My family has always been my pillar of support, encouraging me along the way.
Let us know more about what you do!
Cook With Love (CWL) distributes brands that make modern living less challenging and more rewarding through innovative home solutions. Teka, one of our key brands, is an award-winning German kitchen appliances manufacturer, committed to effortless home cooking, so everyone can enjoy cooking with ease.
Connect with Elin Soo (Teka & Cook With Love (CWL))
Website: https://www.teka-sg.com
Website: https://www.kuppersbusch-sg.com
Website: https://www.cookwithlove.com.sg
Are you a Fempreneur too?
Connect with us – we’d love to feature you! Say hi to us at hello@theladiescue.com or reach out to us via our social media.
Read TLC x Fempreneur Series:
- Janet Ng, The Red Wedding (Singapore)
- Margaret Wu, For Beloved One (Singapore)
- Maddy Barber, Madly Gems (Singapore)
- Dr. Menka Gupta, Nutra Nourish (Singapore)
- Vikki Tear, SoyCraft (Singapore)
- Ezza Yusof, 2morrow Official (Malaysia)
- Julie Yim, Lilin+Co (Malaysia)
- Zairin Azman, UMMA (Malaysia)
- Liza Morales, Ecotecture Design Studio (Philippines)
- Lily Pham, Asiawide Business Consulting and Trading (Vietnam)
- Elke Pascoe, LittleOak (Australia)