Helene Denaiffe, Founder of STYLODECO

Having an eye for high end things, after a long standing career in the luxury industry, Helene Denaiffe turned her hand to home decoration and set up Stylodeco, a fashionable online home and decor platform. Now she can run her own show in Singapore where she finds connecting with people and growing a business much easier than from other parts of the world.
What’s your story?
I am French and a mother of two. I worked more than 12 years in the luxury industry in Paris and Switzerland as a marketing and communications specialist for Hermes, Dunhill, Michelin starred chef Alain Ducasse and watch manufacturer, Audemars Piguet. Then I decided to live an experience abroad with my husband. We chose Singapore 3 and a half years ago for its fast-growing economy, its quality lifestyle and education. I worked for 2 years as a marketing director for a group of 10 restaurants in Singapore and finally decided to set up my own company, www.stylodeco.com. Stylodeco is the first online marketplace for effortless chic home decor and furniture. I have always been passionate about home decoration and thought there was a place for fashionable home decor and furniture at reasonable prices.
What excites you most about your industry?
As I said, I have always been passionate about home decoration. I am passionate about all these beautifully designed products that can transform the home to make it unique and welcoming for family and friends. My excitement is always the same when I receive a container of new products. I feel like a girl opening a new box of candy.
What’s your connection to Asia?
I studied Japanese language and culture for 8 years when I was at university.
Favourite city in Asia for business and why?
I only know Singapore and Tokyo. I have never had the opportunity to work anywhere else in Asia. I like Singapore’s fast-growing economy. It’s also a small city and you connect to people very easily. This helps to create business opportunities and grow your business in no time (in comparison to Europe).
What’s the best piece of advice you ever received?
A year and a half ago, I read this book “Lean In” by Sheryl Sandberg and it was a revelation to me! I realised how modest and unsure of themselves women are compared to men. A man’s self-confidence allows them to take on almost any challenge. We, as women, simply doubt our ability to take on these same challenges. Why? If men can, we can as well! That’s what I learnt from this book and this positive attitude really encouraged me to start my own business.
Who inspires you?
Successful entrepreneurs, especially women. But also my husband and family and friends who have supported me since the very beginning of this adventure. I am very lucky to have them all in my life.
What have you just learnt recently that blew you away?
PageCloud. It’s an innovative website publishing app that will allow anyone who is not web savvy to build their own website very easily and very quickly (no code at all). This will surely revolutionize the web industry. Here is a link to the video demo: https://pagecloud.com
If you had your time again, what would you do differently?
Spend more time with my family and travel throughout Asia to discover its multiple facets and cultures. And why not look for new designs at the same time.
How do you unwind?
I cook! Not that I pretend to be a good cook. I am really a beginner but cooking brings me away from my daily routine. It helps me empty my mind and relax.
Favourite Asian destination for relaxation? Why?
Krabi. For the rocks that pop up here and there out of the sea. This part of Thailand has such an incredible landscape and deep blue waters.
Everyone in business should read this book:
Lean In by Sheryl Sandberg
Shameless plug for your business:
Stylodeco ships throughout Asia from Australia to Japan. There is 10% off storewide, on all destinations, until the end of October. Enter coupon code OCTOBER: www.stylodeco.com
How can people connect with you?
Stylodeco is on Facebook (https://www.facebook.com/StylodecoSG), Instagram (https://instagram.com/stylo_deco/)
Twitter handle?

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:
Callum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.
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