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E-Len brings a wealth of experience having managed and developed brands as a Director and Founding Partner of Kids 21 Pte Ltd for the past 21 years; part of the Club 21 Group of companies. She has conceptualized and operates over 15 luxury childrenā€™s wear stores in Singapore, Hong Kong, Bangkok, and Kuala Lumpur.

Having served on several boards, which includes the Garden City Fund Management Committee since 2006; she was instrumental in the development of the Jacob Ballas Childrenā€™s Garden. As a trustee of the Action for AIDS Endowment Fund, E-Len has been actively involved in many fundraising events with AFA since 2006. Personally and through Kids 21, she has actively raised funds for CareGivers Alliance, MGS, ACS, Make A Wish, and Kidz Horizon. E-Len graduated from the University of Bristol having read Law.