Mr Gerald Lim Keng Wee - Subtle Senses

WHEN a woman walks into the cosy premises of Subtle Senses in Chinatown, it is likely that she is there for yet another health or beauty spa treatment.

The trained therapist who greets her is probably the same one who saw her during a previous visit. The therapist already knows all the customer's needs and preferences as this spa specialises in a wide array of customised treatments.

Little wonder then that in less than four years since it opened in 2003, it has retained more than 7,200 clients, with about 100 visiting each day.

Subtle Senses occupies two refurbished four-storey heritage buildings at No. 2 & 3 Mosque Street. It has one more outlet at 43 Mosque Street with full ground-level spa facilities.

Altogether, the operation has a total floor area of 14,500 sq ft with 48 suites. Special mood lighting, the aroma of essential oils and warm earthy hues make the setting sensual and intimate.

Says its chief executive, Mr Gerald Lim Keng Wee, 34 (right): "I guess I've got the right concoction of impeccable service, a competent team of therapists, a holistic array of customised treatments and a special brand of hospitality."

To shine in this highly competitive sector, he got an in-house  R&D team to probe into what women really want in health spas, including their personal whims and fancies.

"One result of this study was the introduction of Opulence Infinite, an extensive range of lavish body and face care products," says Mr Lim, who is married and a father of two.

His spa is a fusion of traditional techniques and state-of-the art technology, which includes the latest medical grade therapy equipment.

He says 95 per cent of his staff of 54 are Singaporeans, with the rest from Malaysia. "Almost 80 per cent have professional qualifications from accredited academies, and all have at least seven years' experience in their fields of expertise," he adds.

"I have a brilliant team and  they're really the ambassadors of Subtle Senses. I have my off-days, you know, when it's particularly hectic and I'm too tired to smile but they're running around all day long, and their cheer seems to come naturally."

Mr Lim began his career in 1998 as a marketing manager in a well-known wellness company before he decided to strike out on his own five years later.

Of the award, he says: "As  the youngest recipient, it's a tremendous feeling to be standing  with others who are much more experienced. This has magnified my business ambitions and renewed my determination for even greater challenges. Some of the projects in mind include overseas business franchises, starting a spa academy with market research facilities and investing in a spa research laboratory.

"I also want to accomplish our pet project - to build a school for orphans in Cambodia. Every staff member here has pledged a commitment to this."

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