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Behind the curtain of Simone Heng

At 28, the Singapore-born Australian media personality has found it in herself to develop her own name, face and voice as a brand.

December 13, 2012 12:06 by

You blog quite often, how important is social media to you personally? Do you try to be careful about what you express?

Social media is what will see me into the future. I have just begun selling my Facebook competitions and collaborations. I am very strict on quality control. I choose the images, language and descriptions quite carefully, especially with this region in mind. You won’t find any images of me on my Facebook accounts in a vulnerable position, I also have several private albums which only family and friends can see. I have also stopped sharing anything to do with romantic relationships online.

I created Dubai’s first Do-It-Yourself Fashion and Decor blog because there was a niche in the market and creativity is one of my brand values. It is my true passion and I only wish I had more time to do more projects. I am hoping that I can get a sewing machine soon. I basically, banked all the DIY projects in Ramadan and have been publishing now as my schedule is crazy in peak season Dubai.
In January I will launch Dubai’s DIY directory attached to the blog, I have scoured and compiled reviews of 80 tailors and DIY stores in there and placing many of these businesses online for the first time. Location details and images of the store front will be there to help customers as well as a service and command of English rating. From here I hope to sell listing space to craft stores and local artisans when traffic is up.

How on earth do you find the time to do everything that you do?

Since I was very young I was always very organised, I still make lists every single day of what I need to do, it is second nature to me. I grew up in a very busy and chaotic household. People didn’t time manage in my home and I hated that we were always rushed to family gatherings. I decided very early on that organisation was going to be the key to success in my life. I think my time management got really good when I lived in Switzerland, anyone who has visited that country will tell you how systematic people are there. It was drilled into me by my host father that if I wasn’t 10 minutes early, I was late.  I’m also not scared of long hours and hard work as well. I thrive on it.

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