No amount of research can ever prepare one to be a mother: a lesson that Min Qi Yeo learnt firsthand.
Upon giving birth to her first child at the height of the COVID-19 pandemic, she struggled with breastfeeding and found herself feeling overwhelmed and disconnected postpartum.
Determined to turn things around, Min Qi turned to jewellery making as a form of therapy, and decided to incorporate her own breastmilk into the pieces to honour her motherhood journey. This hobby soon became a passion project, Love Juno Gems, dedicated to other mothers who went through similar challenges.
“[Creating breastmilk jewellery] became a form of therapy for me—helping me see that even in the chaos, there was something worth honouring. That process gave me the emotional clarity and quiet confidence to believe that if it helped me, it could help other mothers too,” she explained.
But it wasn’t until mid-April 2025 that Min Qi turned her hobby into an official business, and the journey was far from pretty.
Sentimental jewellery ≠ Affordable
Love Juno Gems first started as a purely bespoke service, where a design is created by combining a sentimental element, such as breastmilk, umbilical cord, hair, or ashes, with solid gold (which is 9k, 18k, and platinum), genuine gemstones, and diamonds as a keepsake.
The brand works with a trusted group of artisans to produce their bespoke pieces, which includes a team of local craftsmen for their sentimental elements and international specialists for their goldsmithing. Min Qi shared that it took years for her to assemble her team, and the journey was marked with multiple rounds of trial and error.
“I’m extremely particular about quality and craftsmanship, so I’ve made the conscious decision to only continue working with those who consistently meet the high standards I expect for every piece,” she explained.
Min Qi’s keen attention to detail resonated with her audience, as customers have appreciated the elevated yet wearable style that Love Juno Gems offers against the outlandish styles of costume jewellery.
According to her, many similar brands use gold-plated jewellery, but Love Juno Gems is the first to combine solid gold with genuine gems and work with skilled artisans who specialise in bridal-grade jewellery. As such, prices for the brand’s products range from S$1,800 to above S$8,000, depending on the design’s complexity.
This challenges the common perception that keepsake jewellery is inexpensive. “I often had to explain that we’re not just creating mementoes—we’re crafting heirlooms that carry real emotional and material value,” said Min Qi.
Strong demand despite high prices
But with these high rates and an increasingly cost-conscious audience, one might wonder if there is any demand for breastmilk and sentimental element jewellery in Singapore. The rise of lab-grown diamonds and mass-market options also add to the competition, becoming more popular due to their affordability.
Yet it seems like demand is very much there. While she kept specific figures under wraps, Min Qi stated that the Love Juno Gems has grown “very organically” over the past few years.
She added that compared to jewellery with traditional diamonds and gemstones, sentimental elements like breastmilk, ashes or hair hold personal value. They cannot be replicated and commoditised—something that more mothers are investing in to commemorate their breastfeeding journeys or honour loved ones.
Encouraged by the reception and growing demand, Min Qi made the bold move to leave her day job in real estate development to grow Love Juno Gems and turn it into a full-fledged business in April 2025.
Launching her second venture
But Min Qi’s entrepreneurial drive didn’t stop there. Just two months later, inspired once again by her motherhood journey, she launched another venture: Collagenic.
Collagenic offers collagen-rich foods for mothers and people who do not have the time to prepare nutritious meals for themselves, and was born out of Min Qi’s contrasting pregnancy experiences.
She explained that during her first pregnancy, she had the time to care and space to prepare nutritious meals for herself at home; however, that wasn’t the case for her second.
“I was back in the office, juggling a demanding corporate job while caring for my firstborn. I was stretched thin, and my own nutrition was the first thing to fall through the cracks. I’ve always carried a sense of guilt about that—that I didn’t give my second child the same level of care.”
Min Qi added that she also felt herself ageing as she cared for her two children, and started looking into collagen-rich foods for their beauty and health benefits. It was then that she discovered the lack of convenient yet comforting and nutritious options for time-strapped individuals like herself, leading to the birth of Collagenic.
A balancing act
However, with many mothers already feeling stretched caring for their children, how was Min Qi able to juggle between her entrepreneurial journey and motherhood?
While she admits that it’s indeed a juggle, the key is building efficient systems and forming teams with the right people.
For Love Juno Gems, Min Qi explained that the brand’s e-commerce platform and waitlist system for bespoke commissions help streamline operations. She also works with an unnamed business partner who manages the food production for Collagenic, allowing her to focus on managing the operations and marketing for the business.
And with both businesses continuing to grow, Min Qi has no plans to slow down anytime soon.
Ultimately, she plans to continue building a brand centred on motherhood with her two businesses. In the case of Love Juno Gems, she aims to continue offering her bespoke jewellery services and expand her ready-to-wear range. The business has also gained traction overseas and plans to expand its footprint beyond Singapore’s borders.
As for Collagenic, Min Qi shared that the team is actively investing in R&D to ensure a greater balance between nutrition and taste, and is already working with accredited labs for their meals. The business also intends to launch new menu items, open more outlets and introduce meal subscriptions and frozen convenience packs.
“We’re also exploring collaborations with fitness studios and corporate wellness programmes to bring functional, nourishing food to more people,” said Min Qi.
Balancing between her duties as a mother and an entrepreneur remains an ongoing challenge for Min Qi, but it’s a journey that has given her purpose and no regrets.
Certain hours are sacred for my children, and the rest of the day is structured around each business’s needs. It’s not always easy, but it’s purposeful. I’m building businesses that reflect different seasons of my life, and I wouldn’t have it any other way.
Min Qi Yeo, founder of Love Juno Gems and Collagenic
- Learn more about Love Juno Gems here.
- Learn more about Collagenic here.
- Read more stories we’ve written on Singaporean startups here.
Featured Image Credit: Love Juno Gems