WOMEN OF THE MOMENT

Esther Loo, 32, gave up a glam career in the cosmetics industry to work for her family business – an old-school brand best known for its roasted snacks. She tells ARETHA LOH why nothing beats working with loved ones.

Esther Loo gave up a luxe job in the beauty industry to market peanuts and almonds. She tells us about her unlikely career switch.

Would you give up a swanky job to deliver tapioca chips? Esther did, when she left her job as a brand manager with beauty behemoth L’oreal four years ago to help her family promote Tai Sun, their 48-year-old business that sells roasted nuts, dried fruits and potato chips. The company was started by her maternal grandmother, who roasted and sold peanuts to mamak stalls, bars and restaurants.

Thanks to Esther (who spearheaded a branding project to give Tai Sun a facelift), you can now find popular brand Nature’s Wonders and new potato chip flavours, such as lime and black pepper, in supermarkets. The mother of one talks about working with family and why no task (not even packing snacks) is beneath her.

So... why work for family?

I grew up hearing my folks discuss Tai Sun, and spent my school holidays at the factory packing and labelling goods, so working for the family business is a natural step for me. But I wanted to get some experience in public relations and advertising first, as these were my areas of interest. What I’m doing now is actually quite similar to my previous job. The only difference is that instead of lipsticks and eyeliners, I deal with potato chips and almonds!

“It’s a misconception that you can slack off when working with family. In fact, you go the extra mile to make sure things run smoothly.”

Was your grandmother thrilled?

Yes, as she believes that a family business should bring the family together. She’s taken a back seat in the company, but is so supportive on the home front – whenever my son is sick, she’ll go to the clinic to get me a queue number first, so I can be at work longer.

What’s it like working for family?

I thought it would be weird reporting to my parents and uncles, but they’re more understanding than the average manager. When I was on maternity leave, my mum helped oversee my rebranding project while taking care of me. Only thing is, I’m never “off work” – when my family gathers for weekend meals, we naturally talk about the business.

Ever miss the glam factor of your previous job?

Well, I still dress up for work but have swopped my high heels for comfy shoes because I run around a lot – I help pack orders and deliver them to customers.

Surely there are perks?

I get free lunches – my mum or uncles always pay for me!

Your favourite snacks?

Cheese- and wasabi-flavoured chips – once I start, I can’t stop.