It’s been 60 years since Far East Flora first started as a modest family venture.
Founded by Danny Cheok and his two brothers, the company’s roots trace back to their early days selling fresh flowers and eggs from a small van across Singapore.
In 1965, they officially established Far East Flora, which gradually evolved into a wholesale distributor of fresh-cut flowers. And by 1978, the business expanded into retail with its first flower and gift store at Bukit Timah Plaza.
Since then, Far East Flora has seen rapid growth, opening various locations across Singapore.
Beyond brick-and-mortar expansion, the company also embraced the digital realm with the launch of its e-commerce arm, FarEastFlora.com, spearheaded by the second-generation leaders of the business in 2001.
In the B2B space, the company’s subsidiary, OneO2Plants, offers plant rentals, floral design and festive decor services, among others, for its corporate clients.
Today, the third generation has stepped in to carry the legacy forward. We spoke to Shayner Chioh, 33, about her journey in the family business and vision for the future of Far East Flora.
Her interests initially led her elsewhere
Shayner grew up steeped in the family business. Like many children of entrepreneurs, her school holidays were often spent at her father’s shop—helping at the cashier, packing fertilisers, or simply keeping her parents company.
“Those days taught me how much hard work sits behind the flowers and plants people enjoy,” she recalled.
Yet, Shayner’s interests initially led her elsewhere. While in school and university, she gravitated toward the F&B and hospitality scene, taking on part-time jobs as a barista during Singapore’s cafe boom.
She even took up a gig at Universal Studios Singapore, where she interacted with thousands of international visitors.
“I enjoyed the energy of hospitality, [and] meeting people from all walks of life,” she shared. With that passion, she imagined a future in the F&B.
But things took a different turn when her aunt encouraged her to explore another path, namely the wholesale arm of the business: Far East Flora Market.
“I was supposed to help on the F&B side of the business, but my aunt, who’s my current boss, asked me to take a look at what she was doing instead,” Shayner said. “I’ve looked, and somehow I’ve been here for 10 years.”
She started from “ground up”
Shayner officially joined Far East Flora Market in 2015, right after graduation. “When I joined, I started from the ground up in procurement and admin, learning suppliers, systems, and how the business really runs,” she said.
Over the years, her role expanded into IT, operations and marketing.
But the journey hasn’t been without struggles for the 33-year-old. “I joined with no full-time experience and often questioned if I was good enough,” she admitted.
One of the biggest challenges [I faced] was credibility. Being part of the family meant expectations were high, and many people wondered if I could actually deliver.
Shayner Chioh
That chance to prove herself came during the COVID-19 pandemic. When Singapore imposed its Circuit Breaker in April 2020, Far East Flora Market’s on-site team shrank from 50 to just six employees overnight, as older staff were asked to remain at home for their safety.
Leading operations during this tumultuous time was Shayner, who at that time had been with the company for five years.
“Practically overnight, the entire operations were on my shoulders,” she said. “I had to learn everything in a week, including logistics, operations, and customer management, when before I had only been focused on procurement.”
Looking back at the journey, Shayner shared that she had faced a “very steep learning curve,” however, it also forced her to “grow fast and earn the trust” of the team.
One way she earned that trust was by leading through example. “During peak seasons, I made it a point to start work as early as my colleagues,” she shared. “[I wanted to] show that I was walking through the storm together with them.”
It was her way of making clear that there was no difference between being the boss’s granddaughter and any other regular employee.
Streamlining the business & improving efficiency
Since then, Shayner has been closely involved in some of the company’s major milestones.
One key project was the rebranding of Far East Flora Market. In the past couple of years, the wholesale arm has expanded into new lines of business beyond flowers to include fresh fruits, vegetables, and even snacks like ice cream and chocolates.
Previously, it relied on shop owners to supply produce, but inconsistent quality and high markups led to low sales and high wastage.
Undeterred, Shayner and her team explored direct sourcing from local and trusted suppliers. After several rounds of trial and error, the company now manages daily deliveries of fresh produce, expanding its refrigerated storage from three fridges to 10.
Alongside this, Shayner and her team have also worked to streamline operations of Far East Flora Market. Some of their efforts include implementing an enterprise resource planning system to streamline operations and reduce manual, time-consuming processes that were prone to human error.
In addition, the company adopted the use of cold chain container lorries to transport boxes of flowers, each weighing over 20 kilograms, from Cameron Highlands straight to its shop floor in Singapore. These containers not only kept the flowers fresh during transit but also reduced the manpower required for handling and unloading, improving efficiency and cutting operational costs.
Bringing in fresh perspectives for Far East Flora
Moving forward, Shayner is clear about the company’s direction.
“At our core, we will always be a flower business, but we also want to make flowers more accessible and relevant in daily life,” she said.
This vision is reflected in initiatives such as seasonal markets, experiential concepts like the Far East Flora Centre—the company’s 11-storey floral shopping hub—and recent events such as the Far East Flora Flower Show, held to commemorate the company’s 60th anniversary.
When asked about her role in shaping the company’s future and expanding the family legacy, Shayner reflected: “I see myself as part of the continuation of our family’s story.”
“The first and second generations are still very much present, and my role is to learn from them while also bringing in fresh perspectives.”
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: Far East Flora
