Established in 2019 as End Curtain, with a rebrand to coesa in 2024, the founders Mr Jason Teo and Ms Faith Goh, specialize in providing high- quality, tailored soft furnishings such as curtains, blinds, and upholstery. With a vision to reimagine how soft furnishings contribute to everyday spaces, coesa seeks to inspire homeowners to see beyond aesthetics, offering furnishings that enhance both lifestyle and comfort. The company’s unique blend of design expertise and customer-centric service has quickly positioned it as a standout in Singapore’s interior design market.
The brainchild of Creative Director Mr Jason Teo, coesa was born from his years of experience as an interior designer. Mr Jason noticed a recurring gap in how clients approached home design: while significant attention was given to furniture and layout, soft furnishings like curtains and blinds were often an afterthought. “Curtains and blinds can transform a space, yet they’re often overlooked,” Teo explained. His passion for filling this gap, combined with Marketing Director Faith Goh’s expertise, led to the creation of coesa, a company where soft furnishings take centre stage.
Mr Jason Teo’s interior design background significantly influences the company’s philosophy. Having worked on both residential and retail projects, Mr Jason understands how a designer’s touch can elevate a home’s ambience. This insight fuels coesa’s mission to show clients that custom curtains and blinds are more than decorative—they are integral to creating spaces that reflect personality and support everyday living.
Like any new business, coesa faced its fair share of challenges. One of the most significant obstacles was educating clients about the value of custom soft furnishings. As Teo recalls, many customers initially struggled to appreciate the added benefits of high-quality, made-to-order curtains and blinds, particularly when mass-produced options seemed more cost- effective. The customization market also posed difficulties in finding the right price point to balance quality with affordability.
However, coesa approached these challenges with authenticity and transparency. The company places great emphasis on advising clients on what works best for their homes, building trust through expert guidance rather than pushing sales. By highlighting the long-term value and unique aesthetics that custom solutions offer, coesa has gradually shifted perceptions, helping clients understand the transformative power of personalized soft furnishings.
Another challenge involved creating their own fabrics to offer clients a wider range of options while ensuring superior quality. This move not only enhanced the company’s product offering but also underscored its commitment to craftsmanship and customization, differentiating coesa from its competitors.
What sets coesa apart in the competitive soft furnishings industry is its highly personalized approach to customer service. Teo and Goh are involved in every project, ensuring that each client enjoys a bespoke experience tailored to their specific needs and preferences. “It’s about bringing the client every step of the way,” says Teo, emphasizing the importance of building a strong relationship with customers from the initial consultation to the final installation.
The company’s boutique nature allows it to offer a level of personalization that larger competitors may struggle to match. Clients are guided through the entire process—from choosing the right fabrics and designs to ensuring proper installation. This hands-on approach has been a key factor in coesa’s early success, as word-of-mouth referrals from satisfied clients continue to drive business growth.
coesa is not just about delivering beautiful products; innovation plays a critical role in its operations and design process. One example is the company’s use of a thermal shaping machine, a specialized piece of equipment to provide defined folds and structure to the appropriate curtains.
In addition to the technical innovations, coesa constantly pushes the boundaries of design by offering new materials, textures and fabric options. These innovations help clients see the potential for creativity in their spaces, inspiring them to view soft furnishings as more than just practical elements but as central design features that add character and warmth to their homes.
Sustainability at coesa stems from its belief that soft furnishings are integral to creating meaningful spaces. Its eco-friendly collections, crafted from materials like linen and recycled fibers, are designed with a conscious approach to shaping homes that reflect thoughtful living.
Currently, coesa operates exclusively in Singapore, both Mr Jason and Ms Faith have ambitious plans to expand the brand internationally. Indonesia, Hong Kong and Saudi Arabia are the first markets on their expansion radar, as the company seeks to introduce its tailored approach to soft furnishings to a broader audience. The goal is to bring coesa’s blend of design expertise and customer-centric service to homeowners across the region, helping them to reimagine how curtains and blinds can transform their spaces.
At the heart of coesa’s philosophy is the belief that a home reflects its owner’s character. As Teo puts it, “It’s not just about the aesthetics. It’s about how the furnishings suit your lifestyle.” This commitment to helping clients align their spaces with their personal and functional needs drives everything coesa does. From offering high-quality materials to ensuring seamless installations, the company’s focus is on creating spaces that inspire and support the people who live in them.
In a short time, coesa has made a significant impact on Singapore’s soft furnishings industry, providing customers with high-quality, custom solutions that enhance their homes. Through a combination of innovation, personalized service, and a commitment to excellence, Jason Teo and Faith Goh are building a brand that stands out for its dedication to transforming everyday spaces into reflections of character and lifestyle.
As the company continues to grow, with plans to expand internationally, coesa is poised to become a leading name in the world of soft furnishings, offering customers more than just curtains and blinds—a vision for how their homes can be transformed.
