Rita Yeo left her corporate job to follow her passion for music. She founded Stradivari Strings, a top choice for music education and instruments. Her blend of tradition and innovation attracts students and music lovers alike, making her a leader in Singapore’s music scene.
Highlights
Crafting Harmony: The Entrepreneurial Path of Rita Yeo
Rita Yeo is a prominent figure in music education and craftsmanship. As Director of Stradivari Strings, she has built a strong reputation in Singapore’s SME landscape. Her business offers top-notch music education and fine handcrafted bowed string instruments. Rita transitioned from a corporate career to entrepreneurship, driven by her passion and dedication. In this interview, she shares the inspirations, challenges, and successes that made Stradivari Strings a household name. Her insights will resonate with both aspiring entrepreneurs and seasoned business leaders.
Q&A with Rita Yeo
Q: What inspired you to start your business, and how did you identify the market need?
A: My parents valued music and arts education, aside from academic education. When my siblings and I were young, they provided the home environment and opportunity for us to flourish in this area. After my departure from the corporate world in 2010, I seized the opportunity and dived straight into entrepreneur life and never looked back.
I saw the opportunity in the music education and bowed strings instruments niche, whereby there is a demand for fine, handcrafted bowed strings instruments as well as top quality music education. My brother has also extensive performance and coaching experience gained over more than 40 years with Singapore Symphony Orchestra. This provided the background for me to craft my business model targeting students and customers in this space.
Q: Can you describe a typical day in your life as an entrepreneur?
A: I love the pace and intensity of my business which keeps me busy 7 days a week. There are always new students looking to start lessons in any of the music instruments Stradivari Strings’ team of teachers specialize in, and the enquiries come in throughout the day. I have a system to filter the enquiries be it for beginner level students all the way to advanced level students looking for master classes to sharpen their skills in preparation for entry to top music conservatories around the world.
I also personally meet each new student at my retail shop if they need to select a bowed strings instrument. These include violin, viola, cello and bows. Depending on the level of the student, the selection process takes between 1 to 2 hours. I usually spend more time and go in depth with each student to understand their motivation level and objective, so that I can curate the appropriate range for the student to try. We are also known for the luthier service done by my in-house luthier, who has decades of experience servicing bowed strings instruments. So a typical day can also be spent reviewing the condition of my customer’s bowed strings instruments and providing advice on the scope of work required to get them back to pristine playing condition.
Q: What has been your biggest challenge in running an SME in Singapore, and how did you overcome it?
A: The biggest challenge is to identify and recruit suitable music teachers who have the qualifications and experience to coach students effectively. I also look for teachers who can guide our students as mentors in life, and not only in teaching the skills set of music playing.
To fill up this shortage, I started mentoring new music teachers looking to start a career in music education. This is an on-going process and takes time. I hope to fill up this gap in time to come.
Q: How has your business adapted to your country or region’s unique cultural and economic landscape?
A: Singapore’s commitment to the arts can be seen by the support given to Singapore Symphony Orchestra, as well as several prestigious music conservatories including Yong Siew Toh Music Conservatory and Nanyang Academy of Fine Arts. This creates a vibrant cultural environment which inspires us to support and nurture musical talent within our community.
Singapore’s position as a global business hub has also positively influenced our SMEs reputation around the world. I have many overseas customers who travel to Singapore to come by Stradivari Strings to select their violin, cello or bow. On our part, we make high quality music instruments accessible to a broader audience.
Q: What’s your most important lesson about managing a team in the Singapore business context?
A: Respect is the foundation of our team dynamics. In Singapore diverse and multicultural environment, team members come from varied backgrounds with different perspectives, cultural norms, and work styles.
By respecting each individual’s unique contributions and viewpoints, we create a harmonious and inclusive work environment where everyone feels valued and heard. This approach not only enhances team morale but also drives collaboration and productivity. For instance, we actively encourage open communication and ensure that every team member has the opportunity to share their ideas and feedback. This practice has led to more innovative solutions and a stronger sense of ownership and accountability within the team. Furthermore, by acknowledging and celebrating the diverse cultural festivities and traditions of our team members, we foster a sense of belonging and unity. This respect for diversity has been a cornerstone in building a cohesive and motivated team at Stradivari Strings.
Q: What role has technology played in your business growth, and how do you see it shaping your future?
A: When Covid hit in year 2019 and Singapore implemented the circuit breaker lockdown between April to June 2020, we had to suspend face to face music lessons. We pivoted as fast as possible to offering online music lessons. However, majority of our students then preferred to have in-person music lessons and suspended lessons till face to face lessons was allowed.
Having said that, post covid, I do see that there are more students who are opened to online music lessons. This especially if they are based overseas and do not have easy access to qualified music teachers in their hometown. So we are expanding our offering of online music lessons accordingly. As for selecting a bowed strings instrument, unfortunately this needs to be experienced in-person. Currently there is no technology which can replicate the feel of handling and playing a hand-crafted bowed strings instrument. I look forward to the day this technology can be developed.
Q: Can you share a pivotal moment that changed the trajectory of your business?
A: My business grew organically from year 2010 to 2018 from word of mouth. The pivotal moment came when Singapore’s national newspaper, Staits Times, contacted me for a feature on the Sunday Times’ “Me and My Money”. That inspired many students to contact me to start their music learning journey.
This led to interviews with radio stations. I shared my thoughts on adults learning to play musical instruments. I also discussed how music relieves stress and what inspired me to start Stradivari Strings. These media features put Stradivari Strings in the spotlight. Positive reviews and recommendations from students and customers followed. As a result, Stradivari Strings became a household name.
Q: How do you approach networking and building business relationships in your local market?
A: Many of my customers and students become friends over the years as my approach has a personal touch. As I tell them, I do not aim to sell anything. They can come to me for advice and information. When they decide to start lessons or invest in a violin or cello with Stradivari Strings, it is a long term relationship.
Q: What advice would you give aspiring entrepreneurs looking to start an SME in Singapore?
A: Go in-depth to research the niche which you have targeted. Learn as much as you can from industry players. Think out of the box to drive your business forward. Never give up when the going gets tough.
Encore of Excellence: An Impact on Music Education
Rita Yeo’s story combines tradition and innovation. Her journey highlights the importance of passion, adaptability, and community in business. Stradivari Strings thrives on personal touch and dedication, creating lasting bonds with customers and students. As Singapore grows as a global arts hub, Rita’s vision and commitment ensure Stradivari Strings’ excellence.
Therefore, for entrepreneurs, her advice is simple: pursue your passion, embrace challenges, and let your unique voice shine. Her story is a roadmap for success and a source of inspiration for those dreaming of entrepreneurship. Thank you, Rita Yeo, for sharing your journey and insights with us.
