In 2010, Elaine Lek was asked to “come home” to steer Luzerne, a bespoke tableware brand launched by her family’s Hiap Huat Holdings. It sent the branding and marketing veteran with more than 30 years’ experience in luxury retail and beauty on a soul-searching journey.
“I asked myself: Do I want to continue climbing the corporate ladder for companies that will never truly be mine? Eventually, I chose the path of meaning and legacy, joining the third generation in building Luzerne. It was a homecoming with a purpose.”
Hiap Huat Pottery, established in 1947 by Elaine’s grandfather, Lek Song Cheng, began as an importer and distributor of tableware from China, Japan, and Czechoslovakia. It evolved into Hiap Huat Holdings in 1973 after expanding, restructuring, and diversifying into manufacturing and property development.
In 2004, Elaine’s father Steven and uncles Peter and Ting Hoe launched Luzerne after acquiring a porcelain factory in Dehua, China, with the ambition of building a premium global tableware brand recognised for design and craftsmanship. As Director of Strategic Planning & Global Brand, Elaine helped shape the business strategy and drive value creation.
Two decades on, Luzerne has grown into a global name, with a presence in more than 66 countries. Its products aren’t just safe but also respectful of different cultures—they are free from animal bone ask, lead, and cadmium, and halal-certified. Beyond producing bespoke tableware for clients such as Singapore Airlines and other renowned brands, it has also bagged a string of international accolades, including the Red Dot and iF Design awards.
Elaine also takes pride in one of Luzerne’s more unusual accolades: a Guinness World Record in 2024 for creating the world’s largest life-sized porcelain car. Weighing 1.4 tonnes, the automobile was the product of an 11-month endeavour by 50 craftsmen at the Dehua factory, who persevered through the pandemic to bring it to life. Measuring 5.51m in length, 2.15m in width, and 1.39m in height, it stands as both a feat of craftsmanship and a symbol of resilience.
Flowerlace ring in yellow gold with diamonds, from Van Cleef & Arpels.
As Elaine earned her stripes outside of Luzerne, she never had to rely on her last name. “It gave me a real head-start,” she adds. “The decisions I made were taken seriously, not out of obligation or lip service, but because I knew the business world beyond my family legacy.”
In 2021, after the passing of her father Steven, Elaine became COO, and two years later, CEO. Today, Luzerne employs 600 craftsmen at its Dehua factory, producing up to 28 million pieces of ceramic and stone tableware annually. For Elaine, the work remains as exciting as ever.
“We’re not just selling tableware. We are helping set the stage for human connections. Whether it’s a quiet meal at home or a lavish celebration in a restaurant, tableware is the canvas for food, stories, and memories. I love knowing that our pieces at Luzerne are part of these moments.”
Despite her love of food, she does not cook. What she enjoys is hosting dinners at home, serving meals in Luzerne’s award-winning pieces. She has been using WoodFire, a collection handcrafted to evoke the rustic warmth of wood. Oh, and here’s another flex: “It’s a recent winner in the Hospitality Dinnerware category at the Tableware International Awards of Excellence.”
Perlée rings in yellow gold with diamonds, both from Van Cleef & Arpels.
Even so, as businesses speed towards digital transformation, tableware remains a tricky business. “One of our biggest challenges lies at the very heart of our strength: traditional artisanship. Manufacturing tableware has always been labour-intensive and finding replacements for our ageing craftsmen has become increasingly difficult. It is hard to replicate a level of craftsmanship that has been honed over decades,” she says.
As part of its efforts to streamline production, the company continually invests in automation. However, she is clear-eyed about its limits. “We will never be 100 percent automated. Human hands will always be needed for fine porcelain work, especially when detail, precision, and craftsmanship are concerned. Artificial intelligence (AI) can simulate creativity, but it cannot mould clay, feel textures, or fire kilns.
“As long as tableware is a physical, tactile product, it will always be in demand. The balance we strive for is to embrace innovation where it adds value—such as digital design tools, precision forming, and supply chain optimisation—while fiercely preserving the human touch in areas where it matters most.
“To future-proof our business, we’re also exploring ways to pass on skills through mentorships and training, so craftsmanship doesn’t get lost. In our world, tradition and innovation don’t compete—they complement.”
While this balance between tradition and innovation lies at the core of the legacy she wants to leave behind, she’s also strengthening it with a renewed sense of purpose. “I hope Luzerne is remembered not only for what we make, but also for what we stand for. Our platform has enabled us to do good, create safe spaces, and care for lives beyond profit.”
“I’ve been entrusted with blessings—a corporate platform that gives me a voice, and the financial means to support meaningful causes…I choose to speak up in a world where many stay silent for fear of being misunderstood or ostracised.”
Elaine Lek on challenging the stigma around youth suicide
A Mum Who Advocates For Youth Mental Health
As part of our nation’s jubilee year, Luzerne launched the SG Diamond Collection in July. The specially designed, handcrafted ceramic plates and cups capture key milestones from Singapore’s remarkable journey, and feature the work of esteemed Singaporean watercolourist, Associate Professor Ng Woon Lam.
To mark the occasion, the brand also introduced 60 serialised 50-cm plates, raising $600,000 for causes including mental health, suicide prevention, dementia, and other illnesses, in collaboration with Community Chest. Beneficiaries included the President’s Challenge and Samaritans of Singapore. By the time of this interview, more than 30 social service agencies had already reserved all 60 plates (but you can still contribute here).
For Elaine, the initiative carries personal weight. Since losing her 17-year-old son, Zen, to suicide in 2018, she has turned her grief into advocacy for youth mental health and suicide prevention. That same strength that powers her leadership at Luzerne now fuels her mission as co-founder of the PleaseStay. Movement, Singapore’s first ground-up initiative led by mothers who have lost a child to suicide.
“The strength of our bond comes from sharing our pain and knowing someone else understands the extent of our loss just by being present with each other. In those darkest moments, it was comforting to know I was not alone. Our stories may be different, but the love we had for our children tied us all together.”
Perlée secret pendant watch in yellow gold with diamonds, mother-of-pearl, and sapphires, from Van Cleef & Arpels.
The PleaseStay. Movement consists of more than 20 members and engages both private and government agencies to improve awareness, early intervention, and systemic change. She highlights a newspaper report from July about suicide being the leading cause of death among youths aged 10 to 29 for the sixth consecutive year: “This should signal a national emergency.”
The group has called for multiple ministries—beyond health and education—to make suicide prevention a national priority. Its proposals include: making early intervention therapy accessible and affordable for vulnerable youths; imposing stricter controls on prescribing antidepressants to them, with proper monitoring and follow-up; and equipping parents and adults with listening skills focused on their children.
Equally important, Elaine argues, is challenging the stigma around suicide. “We must also shift the public perception that youth suicide is tied only to dysfunctional or broken families,” she says. “There is no discrimination when it comes to mental health challenges. Like many others, Zen came from a loving and intact household. Every family can be affected by suicide, so this fight should involve all of us.”
In 2019, she and her husband Koh Say Kiong, who is retired, established The Zen Dylan Koh Fund. It has raised over $200,000 for Limitless, a non-profit that works with youths struggling with mental illness and social inequality. The money has supported therapy services for more than 100 at-risk youths and stopped them from committing suicide.
“Each time I hear that a young person reached out for support because of something we shared, or that a life was redirected because a caseworker showed up just in time, I’m reminded that even in grief, love can still take action,” she says.
How does one summon the courage required to change lives? In her words: “Courage isn’t about being unafraid, it is about showing up even when your heart is broken. I’ve realised that I’ve been entrusted with blessings—a corporate platform that gives me a voice, and the financial means to support meaningful causes. The stigma of silence costs lives, and we must break it. I choose to speak up in a world where many stay silent for fear of being misunderstood or ostracised.”
Flowerlace pendant necklace in yellow gold with diamonds, from Van Cleef & Arpels.
Muay Thai Keeps Her On The Move
Losing Zen made her re-evaluate success. It used to be about achievement—building a business, hitting milestones, reaching goals—but now, she wakes up each day with purpose. “It means living with intention, allowing grief and joy to coexist, and loving the people around me deeply and well. Now it’s about what I can give, and who I can become in the process, not what I can accumulate.”
Additionally, she focuses on time with her younger son Max, who is 23 and in university. She describes him as “my solid rock who gives me strength to keep going”. Beyond a shared passion for food and shopping, the two train together in Muay Thai, a discipline that has become central to her life. It’s a ritual that keeps her grounded during difficult moments.
“Each session challenges me to be present, to push through pain, and to keep showing up. Muay Thai has redefined strength for me. Aside from power, it’s about presence, perseverance, and learning to rise even when you’re broken,” says the advanced fighter, who also practises hot yoga.
“When I’m in the ring, I get to release, breathe, and reconnect with the present moment. The discipline, the sweat and the stillness heal in ways words cannot. My mental health and emotional stability are boosted by the natural endorphins—especially when I feel heavy from grieving or life’s challenges come knocking.”
As our interview comes to a close, we ask what else is on her plate. Chuckling, she continues, “I cannot imagine piling anything else on. Between running the business, my advocacy work, family, and Muay Thai training, I’m juggling a lot. But it’s all meaningful, so I’ll keep going!”
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Photography Joel Low
Styling Chia Wei Choong
Hair Aung Apichai/Arly, using Kevin.Murphy and Tuft
Makeup Keith Bryant Lee, using Cle de Peau Beaute
Photography assistant Eddie Teo
Styling assistant Megan Lim
