Unbreakable

ELAINE LEK, CEO of Luzerne Pte Ltd and third-generation leader of Hiap Huat Holdings, wants to build a legacy that will change lives.

- By MARY LIM

In 2010, Elaine Lek was asked to “come home” to steer Luzerne, a bespoke tableware brand launched by her family’s Hiap Huat Holdings.

It sent the branding and marketing veteran with more than 30 years’ experience in luxury retail and beauty on a soul-searching journey.

“I asked myself: Do I want to continue climbing the corporate ladder for companies that will never truly be mine? Eventually, I chose the path of meaning and legacy, joining the third generation in building Luzerne. It was a homecoming with a purpose.”

Hiap Huat Pottery, established in 1947 by Elaine’s grandfather, Lek Song Cheng, began as an importer and distributor of tableware from China, Japan, and Czechoslovakia. It evolved into Hiap Huat Holdings in 1973 after expanding, restructuring, and diversifying into manufacturing and property development.

In 2004, Elaine’s father Steven and uncles Peter and Ting Hoe launched Luzerne after acquiring a porcelain factory in Dehua, China, with the ambition of building a premium global tableware brand recognised for design and craftsmanship. As Director of Strategic Planning & Global Brand, Elaine helped shape the business strategy and drive value creation.

Two decades on, Luzerne has grown into a global name, with a presence in more than 66 countries. Its products aren’t just safe but also respectful of different cultures—they are free from animal bone ash, lead, and cadmium, and halal-certified. Beyond producing bespoke tableware for clients such as Singapore Airlines and other renowned brands, it has also bagged a string of international accolades, including the Red Dot and iF Design awards.