Delugs co-founders Chia Pei Qi and Kenneth Kuan’s story is an inspiring example for aspiring entrepreneurs and couples considering a shared business venture. From getting to know each other to building a life and a thriving business together, their journey highlights the importance of mutual respect, aligned goals, and adaptability. As co-founders and partners in life, they’ve mastered the art of balancing personal and professional dynamics, turning challenges into opportunities. Through their experiences, they offer valuable advice to couples: test your compatibility, communicate openly, and ensure your visions align. Chia and Kuan prove that with the right foundation, love and business can not only coexist but flourish together.
From Hobby to Handcrafted Luxury
For Chia and Kuan, crafting leather goods began as a serendipitous hobby during their university years in the U.S., born from their shared desire to create something tangible together. Their journey from military officers to entrepreneurs, co-founding a thriving handcrafted watch strap business, is a testament to their passion, partnership, and persistence.
(Photo: Delugs)
Chia and Kuan’s story began long before their entrepreneurial venture. They met in 2013 while serving in the Armed Forces—Chia in the Air Force and Kuan in the Army. Both left for studies in the United States in the same year.
Kuan pursued a degree in finance and IT and later in the last year he did industrial engineering, which he describes as “business engineering.” Chia, on the other hand, double-majored in psychology and sociology before earning her master’s degree in demography. Their fields of study—though different—shaped their analytical and strategic thinking, elements that would later influence their business.
As they recount, their bond deepened through shared experiences during their final undergraduate year at the University of California, Berkeley. It was there that they stumbled upon leather crafting.
From Leather Crafting Hobbyists to Artisans
While searching for a hands-on, creative activity, they found leather crafting appealing for its balance of craftsmanship and practicality. “It’s quite masculine but also crafty,” Chia remarks.
Kuan, the perfectionist, started small, meticulously crafting key fobs and cardholders. Chia, ever ambitious, dived straight into making a bi-fold wallet. “He’s a hard worker.” Chia says with a laugh. Their complementary approaches— Kuan‘s incremental learning and Chia’s bold leaps—formed the foundation of their crafting dynamic.
Upon returning to Singapore in 2017, Kuan continued crafting leather goods in his spare time, sharing his creations on forums and Instagram. Requests poured in for custom pieces, but crafting remained a labour-intensive side hustle.
The Birth of a Business
By 2018, Kuan found himself at a crossroads. Balancing his full-time military career with his passion for crafting was unsustainable. “I enjoyed it, but it didn’t leave time for anything else,” he admits. Observing the market, they noticed a gap in handcrafted leather watch straps: off-the-shelf options lacked quality, while individual crafters had long wait times.
This realization spurred them to take the leap. Unlike typical marketplaces, they launched their own website to align with the luxury nature of their products. “For specialized or luxury items, a dedicated platform resonates better with customers,” Kuan explains.
Transitioning from crafting to business was neither swift nor rigidly planned. Initially, Kuan handled production but soon recognized the need to scale. He leveraged his knowledge of leather crafting and watches to identify reliable suppliers and partners, focusing on selling premium-quality products rather than creating every piece by hand.
Chia’s background in psychology and sociology subtly shaped their marketing strategies and customer engagement. “It wasn’t a direct link, but the analytical skills and understanding of persuasion definitely helped,” she reflects.
Their methodical, step-by-step approach allowed them to grow organically. “We didn’t start with a grand plan or massive investment. It was about trying, seeing where it goes, and making adjustments,” says Kuan.
Building a Supply Chain
One of the earliest challenges Chia and Kuan faced in their business was securing the right supplier for their leather watch straps. They initially started small, working with a single type of leather in three colors, but scaling production required more than just ordering more materials. They needed a supplier who shared their commitment to high-quality, custom craftsmanship.
Kuan spent months researching and reaching out to potential partners. Many suppliers were either too large or unwilling to meet the level of customization they needed. After a year of trial and error, they finally found a small team in Vietnam willing to collaborate. What began with just three people gradually expanded as both teams refined their processes and skills. Today, their partner’s team has grown to 30 members, and this relationship remains crucial to their brand’s success.
A Slow Start: From Hobby to Business Realization
The early days of Kuan and Chia’s business were characterized by gradual, organic growth. When they launched their website, their expectations were modest. Kuan focused more on presenting their products rather than pushing hard on marketing. Initially, sales were few and far between, with only one order in the first month, with subsequent sales coming in irregular bursts.
It wasn’t until mid-2019 that they started to see the true potential of their venture. As orders began to steadily increase, Kuan recognized they were gaining momentum. This turning point marked the shift from a side hobby to a legitimate business.
Harnessing the Power of Organic Growth Through Instagram
From the start, Instagram has been integral to Kuan and Chia’s marketing approach. They strategically focused on organic growth, tapping into a niche community of watch enthusiasts and collectors. By prioritizing authentic engagement and relying on word-of-mouth, they cultivated a dedicated following that has been key to their ongoing success.
Initially, their Instagram account had just a few thousand followers. However, through thoughtful content, collaborations, and genuine outreach, they were able to connect with their target audience. Today, their Instagram following has skyrocketed to 180,000, showcasing the power of their commitment to authenticity and community-driven growth.
The Black Friday Turning Point
A pivotal moment for Kuan and Chia’s business came during Black Friday 2019. Until then, their sales had been modest, and their venture still felt like a side project. But on Black Friday, their sales surged, reaching several thousand dollars in just one day. This unexpected success revealed the significant demand within their niche market, prompting Kuan and Chia to reassess their long-term vision.
The Black Friday boost was not just a wake-up call—it became the catalyst for their decision to fully commit to entrepreneurship. The surge in sales, combined with their growing online presence and increasing customer interest, convinced them that the time had come to transition away from their day jobs and focus entirely on growing the business.
A Star-Studded Milestone
In 2023, Kuan and Chia achieved a game-changing milestone when they caught the attention of global music icon Ed Sheeran. Known for his passion for watches, Sheeran’s interest in premium watch straps prompted the couple to take a bold step—they reached out to his team via Instagram.
Against the odds, their message found its way to the right person, and they were soon able to present Sheeran with their custom-crafted straps. The encounter quickly garnered significant media attention, including features in major outlets like CNA, which greatly boosted their brand visibility.
Balancing Family and Business
In 2021, Chia and Kuan tied the knot and soon welcomed their first child. As their family grew, so did their business, bringing with it new challenges and responsibilities. Despite the complexities of managing both entrepreneurship and parenthood, the couple has learned to work together effortlessly, finding a rhythm that allows them to navigate both worlds.
Their roles within the business are well-defined—Kuan oversees marketing and product development, while Chia focuses on business operations and development. This balance has allowed them to thrive professionally and personally, managing the demands of their expanding business while nurturing their growing family.
(Photo: Delugs)
Balancing the demands of entrepreneurship with family life is never easy, but for Chia and Kuan, the challenges are uniquely intertwined. “The biggest hurdle for me,” Kuan shared, “is knowing when to switch off. As an entrepreneur, your mind is always running 24/7—there’s no real off switch.” He admitted that even when spending time with his child or partner, his thoughts often drift back to work, making it hard to be fully present.
For Chia, the challenges extended beyond mental boundaries. Practical issues, like splitting responsibilities for business trips and events, added complexity. “If both of us have to attend a business event, we need to figure out who stays back to care for the kid. Midway through the year, we realized the need to split our travel,” Chia explained. “We base it on scope and context. If it’s a project I manage, I’ll go, and if it’s his, he will.” However, breaking stereotypes in a traditionally male-dominated business world hasn’t always been smooth. Chia recounted reactions to her attending solo for networking events: “People often asked about Kuan’s whereabouts and were surprised when I mentioned that he was at home taking care of our child.”
Societal Expectations
The couple also faced societal expectations about traditional parenting roles. “There’s often a perception that if the woman is involved in the business, she’s just ‘helping out,’” Kuan noted. “But Chia has a proper role—she’s as invested as I am.” At home, tasks are divided based on strengths, with both acknowledging their natural inclinations while sharing the load.
Another unique challenge, as Kuan pointed out, is the constant decision-making that comes with running a business together. “We have the flexibility to decide how to allocate our time, but that choice can be difficult. Do I spend an hour working or an hour with the kids? Both feel equally important,” he said.
The couple has also worked to maintain professionalism in the workplace. “When disagreements arise, we make it a point not to let our team see them,” Chia explained. But drawing a line between work and personal life remains tricky. Chia used to strive for work-life balance, but Kuan introduced her to the concept of “work-life harmony.” She reflected, “It’s about recognizing that work and life don’t have to compete. If a business idea comes up during a date, it’s okay to discuss it as long as we stay mindful of each other’s boundaries.”
For Chia and Kuan, the journey is less about finding balance and more about crafting a partnership that evolves with their shared dreams—whether at home or in business.
Starting a Business as a couple
Starting a business as a couple can be both exciting and challenging. Both share their valuable insights for young couples considering entrepreneurship. One of the first pieces of advice they offer is to assess each other’s working styles. It’s important to determine whether your personalities are complementary or could clash, as this can impact the success of your business relationship. Chia emphasizes the importance of aligned goals—whether it’s passion or profit—because misalignment can cause friction down the road. This applies to friends too. Chia suggests couples start with small projects to test their compatibility and collaboration.
Kuan adds that tasks like home renovations or wedding planning can show how well a couple will collaborate in business. Working together in entrepreneurship brings greater rewards, as they share successes, navigate challenges, and make decisions together. Their ability to act as sounding boards has been invaluable for validating ideas.
Future Roadmap
Looking ahead, Chia and Kuan have ambitious plans for the next five years, focusing on expanding their brand both locally and internationally. They aim to open brick-and-mortar stores in key global cities, including Singapore, Hong Kong, Dubai, New York, and London. Additionally, they are heavily invested in product development, striving to introduce innovative products that will set them apart in the market. Chia also envisions deeper collaborations with watch brands, positioning their business as not just a supplier but as a brand to be reckoned with.
Forbes 30 under 30
As they plan for the future, Chia and Kuan reflect on their journey, noting that being named to the Forbes 30 Under 30 list has given their brand increased visibility and legitimacy. For them, the recognition is not just about accolades but about the connections it brings and the ability to learn from other like-minded entrepreneurs.
Looking beyond their business, they hope their children will be inspired by their entrepreneurial journey. However, they stress that they will support their children’s passions, whatever they may be, rather than pushing them to take over the family business. This reflects their own experiences, where their parents supported them in pursuing their own paths.
In conclusion, the advice from Chia and Kuan to young couples considering business together is clear: test your compatibility, align your goals, and communicate openly. Entrepreneurship may come with challenges, but with the right partnership, it can also be incredibly fulfilling.
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