The Cymora hoops and Dancing Nana earrings (All photos: Chapter Chapter)
For children and teenagers, having a vision of what they want to do as adults is not uncommon, given the many possibilities and opportunities around them. This vision was particularly strong for Finn Tan, 31, who had dreamt of starting her own brand since secondary school. “I didn’t know exactly what [kind of business] I wanted to do, but I knew it had to be something related to art and beauty — it was just what I always gravitated towards.”
Creativity and innovation have been a huge part of her life. Working as a full-time graphic designer helped shape her understanding of the subject and gave her a solid foundation to build on. As important and valuable as the job was to her professional development, it came to a point where it was increasingly affecting her health and overall well-being. “I was burnt out. I was spending long hours in front of a screen and found myself craving something more hands-on, something that felt real and personal,” she says.
That was when Tan discovered polymer clay, a soft and pliable material that can be easily moulded into any desired form. “I tried making a few pairs of earrings just for fun. Without thinking too much, I created an Instagram page called Chapter Chapter to share some photos online. Surprisingly, people began showing interest and asked me to make more of them. That small but genuine encouragement motivated me to pursue this further.”
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What started as a side project six years ago transformed into a full-fledged online business that captivates young people with its offerings of wearable art such as earrings, studs, necklaces, bracelets, keychains and hair clips. Chapter Chapter — “The name came from the idea that every piece, collection and customer represents a new chapter in the brand’s story” — became a creative playground that allowed her to explore her passion for making handcrafted objects.
Even with her graphic design background, Tan recognised the different skillsets required to produce accessories by hand. She says that while basic knowledge is easily accessible online, developing her own style and refining the details require more time.
“I started by watching online tutorials and experimenting on my own. There was a lot of trial and error in the beginning, but that’s how I learnt what worked and what didn’t. Like any craft, it takes patience, consistency and a willingness to keep improving.”
The inspiration behind her quirky and whimsical accessories come from fragments of everyday life. “Nature, objects, memories or even random colour combinations I come across. Sometimes it hits me during a conversation, while watching a video, or from something as simple as a tiny flower by the roadside.”
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During a trip to Bangkok, Tan was enamoured with the architecture of its historic temples. The beautiful buildings prompted an idea to create a whole collection based on temple tiles. “Moments like those remind me to stay open and curious, because inspiration often hides in the smallest, most unexpected places. You just need to slow down and notice.”
She allows her imagination to take the lead when designing products, delighting in adding playful details that spark joy in her creations. “For example, I divided a mushroom into two parts, so it looked like a skydiver — that kind of unexpected twist always makes me smile. I don’t stick to just one theme because I love exploring new ideas. It keeps things fresh and exciting, not just for me, but hopefully the people who wear my pieces too.”
Using her sketches or notes as reference, Tan goes on to make prototypes featuring a variety of colour combinations. During this stage, she will test out different proportions to make sure the shape is just right before proceeding with the revised composition. Then, she will cut an acrylic board using a laser, engrave the details and paint them before assembling the parts into one product.
Depending on the complexity and intricacy of an item, it can take a few days to complete 10 to 20 pieces. “Each step has its own challenges, but I make sure I love the design before it gets the chance to be launched. After all, how can I expect customers to love it if the maker doesn’t, first?”
The acrylic boards that come in a range of interesting patterns and finishes get Tan excited just imagining how they will look as earrings. “The unique textures and sheen bring the jewellery to life and give them that extra charm. People often assume our earrings are heavy, but they are always surprised [and relieved] at how lightweight and comfy they actually are,” she says.
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The production takes place at her house in Johor, and she has someone helping her from time to time with producing, packing and managing physical booths at weekend markets. She finds selling her accessories online convenient, but in-person sales offer a completely different experience, enabling her to engage with customers and better understand their interest in jewellery. “It’s a great opportunity for immediate feedback,” she remarks. Chapter Chapter has participated in bazaars across Malaysia and Singapore, scoring positive comments from clients who appreciate its distinctive designs.
As a sole business owner, Tan has learnt that the key to running a successful enterprise is perseverance and adaptability to meet its demands. “When I first started, the biggest challenge was marketing the brand, something I wasn’t familiar with at all. As a creative person, I was too focused on the product itself and overlooked the fact that even a good [one] needs solid marketing strategies to reach more people.”
Her efforts to balance the different aspects of the business came to fruition as the label gained traction among young Malaysians and Singaporeans. “Every time someone chooses to wear something I made, it feels like a little piece of my creativity gets to live on with them, and that’s really special to me. I especially love hearing their stories or seeing their faces light up when they find a design that speaks to them,” she says.
“I hope our brand continues to grow as one that celebrates creativity and individual design. I want to keep creating accessories that bring joy, spark connection or simply make someone smile.”
This article first appeared on Apr 28, 2025 in The Edge Malaysia.
