Adelyn Seit

Adelyn grew up in Australia. She comes from an ambitious Asian family, surrounded by doctors and lawyers. She dabbled with entrepreneurship since high school, where she was running a profitable cafe. 

After graduating with a Bachelor of Marketing, she decided to come to Singapore. She wanted to spend time with her father and she joined the family wholesale business. 

Growing up in Australia, she was surrounded by Caucasians as she was often the only Asian in the classroom. She wanted to know her roots as her family ancestry came from a Tang Dynasty General from Northern China. Learning her family history helped her to gain confidence and better understand her heritage. 

In university, she chose to study Marketing as she can apply creativity to the business world. The Marketing subject combines analytics and humanities. During her university, she spent time with her family in Singapore and she interned in her family business. 

Since 2018, she played a key part in bringing the family business through a digital transformation process. The food ingredient wholesale business was very traditional. Together with her father, they introduced e-commerce to the business. She executed digital marketing campaigns and increased the online visibility of her family business. 

During the Covid-19 pandemic, the family business was able to continue to operate even though the restaurant business was completely shut down for a few months. The company made delivery to homes and continued to increase its online presence. 

In 2020, Adelyn decided to take up a Mini MBA in Marketing program with Mark Ritson. It was an eye-opener for her as she took classes with students all over the world via Zoom. She expanded her skills and she applied them at work. 

Looking into the future, Adelyn is active in expanding her network. She leveraged different platforms, including the Bosses Network, which brings together entrepreneurs and family businesses in Singapore.

She wants to be part of her family business, helping the company to be successful. She continues to learn every day by immersing herself in different aspects of the business. She is open to working in a corporate environment as well as she believes she could develop skills to support her family business. 

She believes that the younger generation can remain optimistic about the future. In her words, “The world is not as bleak. Always challenge your perspective.”

I agree with her. We should probably tune out a lot of negative media and tune in to the positive things that we can contribute to the world every day!