I.Dezign: SME Excellence Business Award And Aspiring Woman Entrepreneurs Award 2022/2023

Miss Linna Lim (left) and Miss Jeslyne Lam – founders of I.Dezign

“Purpose is the reason you journey. Passion is the fire that lights your way” – an old adage which attests to the paramount importance of passion and the search for meaning in our lives. Despite launching her career in the sales and marketing industry, chasing after figures was certainly not Jeslyne’s cup of tea. Nevertheless, her exposure to the construction sector in the course of her career offered her insight on project management, which certainly sparked her interest that soon transcended into passion. Since every project is unique and multi-dimensional, project management is certainly not for the faint-hearted. However, as someone who enjoys challenges, Jeslyne eventually found her calling.

With over 20 years of experience in the field, Jeslyne has amassed a wealth of knowledge and know-how within the industry. Together with Linna, they decided to embark on an arduous journey; a point of no return in the spirit of entrepreneurship. Since its incorporation in 2012, I.Dezign has emerged as a standout architectural interior design studio offering a myriad of services such as concept and design development, preliminary test fit and space planning, as well as that of project consultancy. Nevertheless, what truly defines I.Dezign as an authentic and appealing firm is their desire to transform the corporate landscape and workplace culture, which stems from the unique management philosophy of Jeslyne and Linna.

Project Photo for Nestle Malaysia


During her tenure in the marketing industry, Jeslyne often guided her clients throughout the whole sales process, but ultimately, recognition and credit was conferred to the company and not the individual. Such experiences gradually served as the precondition for her present philosophy and her vision for a purpose-driven workplace culture where every designer will be appreciated for their hard work. Along with Linna at the helm, they have cultivated a team of closely knitted designers who are empowered to speak up and sell their designs their own way. With the absence of micromanagement at I.Dezign, every designer exudes great passion in their work with a voice for themselves.

Additionally, regular team bonding sessions have also ushered efficacious effects on their teamwork, which paves the way for greater flexibility throughout their operations. Along with their adoption of a client-focused approach, design services can therefore be easily tailored to meet the needs of their clients. This has attributed to their high customer retention rates, paying testament to the unrivalled and unparalleled services of I.Dezign.

Not Always A Bed of Roses …

The entrepreneurship journey of Jeslyne and Linna was certainly not a bed of roses. When we define or measure success, we often notice the tangible, material achievements and statistics. However, we tend to overlook the intangibles, such as the amount of effort and dedication; the heart and soul poured into the development of I.Dezign, especially during its early stages. Initially, their services were met with skepticism and uncertainty by potential customers due to their lack of a regional presence. Compounding the problem was the onset of the covid-19 pandemic, which further exacerbated their operations. These trying times would indefinitely test the mettle of anyone, and this was not an exception for the team at I.Dezign, who had to go the extra mile to open new doors. In the early beginnings, Jeslyne and Linna had to undertake projects of a smaller scale, in order to gain the trust and confidence from their clients. This would ultimately offer new opportunities for bigger projects in the future, which ushered a propitious era for Idezign.

Moving Forward

Moving forward, Jeslyne and Linna aspires to commit to more overseas projects especially in Malaysia, Beijing and Jakarta. With the rapid expansion of I.Dezign, the team hopes to collaborate with experienced builders and contractors with a presence within the country. Aside from their development goals, the duo would continue to practice Corporate Social Responsibility (CSR), with past efforts at Lee Ah Mooi Old Age Home, Jamiyah Children’s Home and the National University of Singapore Society (NUSS). Nevertheless, Jeslyne believes that “CSR is not about getting the recognition, it’s about doing something out of our own will”. Embodying the values of servant leadership, the future certainly appears bright and promising for I.Dezign.

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