JEFFREY YANG AND JOEY WOO On Joey Woo Chiffon dress and earrings from Kate Spade Serpent bangle from Giuseppe Zanotti TM | MARCH/APRIL <strong>2018</strong> 22
JEFFREY YANG AND JOEY WOO “Working with each tree’s natural form including its irregularities, the result is a piece <strong>of</strong> furniture that is always unique.” Jeffrey credits 2016 as the year their business took <strong>of</strong>f, and thanks to Joey, whose focus is on marketing and business development, Art <strong>of</strong> Tree began exporting to Singapore and Saudi Arabia in 2017. They are predominantly residential bound, Joey explained. In a bid to expand their reach for <strong>2018</strong> more emphasis will be placed on commercial use in <strong>of</strong>fices, hotels, restaurants and bars. WHERE THE MAGIC HAPPENS Crafted from tree species such as Raintree, Acacia, Angsana, Chengal and Mahogany, Jeffrey leads the Production & Designing team to work with each tree’s natural form including its irregularities. The result is a piece <strong>of</strong> furniture that is always unique, and <strong>of</strong>ten oddly shaped. Even what is typically viewed as an imperfection, like the tree’s cavities, is preserved. The process begins with the selection <strong>of</strong> wood, <strong>of</strong>ten from sawmills and through local municipalities. After being left to dry, slabs are marked out and cut, and then the magic happens, a process that typically takes two weeks, but special commissions can take up to two months. Breathing new life into what would have otherwise been consigned to the mill for wood chips or the incinerator, the wood is sanded, polished and its cavities filled with resin, and a final coat <strong>of</strong> water-based polyurethane is applied to its surface once dried. The legs <strong>of</strong> the table or chair uses powder-coated steel (which is aesthetically appealing and practical) once it has been welded and glasstable tops are cut to fit. It’s a time-consuming, laborious process but the result is its own reward. Unlike Jeffrey, Joey’s love <strong>of</strong> timber came gradually as she immersed herself in Art <strong>of</strong> Tree’s day-to-day operations. Possessing a business and finance background with extensive experience in the oil and gas sector, she has been the business end <strong>of</strong> Art <strong>of</strong> Tree. As the person who oversees the brand’s marketing she sees perception as one <strong>of</strong> her main challenges. “Whatever you share on social media, there will be someone who inputs something negative about what you do,” she shared. Her response is always non-confrontational. “The last thing that we should be doing is fighting back; instead, we try to explain.” FAMILY AND SHARED GOALS Jeffrey and Joey feel even more passionately about Art <strong>of</strong> Tree and its philosophy with children in the picture. The pair has two boys, aged seven and four. “Because we have kids, we are always thinking about them, the next generation, how many trees will actually be left for them.” Though Joey doesn’t describe herself as being an eco-warrior, being a mother and a partner in the business has stirred a passion in her. “I’ve started to see a lot <strong>of</strong> things differently. If there are no customers in the showroom, I feel reluctant to switch on the airconditioning. We bring our own containers to pack food instead <strong>of</strong> having them pack it for us in plastic containers, we recycle plastic bottles…” She continued with a list <strong>of</strong> little things that make a big difference, values she and Jeffrey instills in their children. The pair, who met in Singapore in 2008 during a mutual friend’s wedding, complement each other perfectly. They make a beautiful couple and their passion for their business, their family, each other and life was apparent in our conversation. Joey and Jeffrey recognise that their business is still in its infancy and has room for growth but they are prepared to make certain sacrifices to ensure their business meets its full potential. 23 MARCH/APRIL <strong>2018</strong> | TM