DON'T do it. That was the reaction of her friends when 33-year-old socialite Sharel Ho confided that she had entered an international beauty pageant.

The 33-year-old had signed up to represent South-east Asia in the Mrs Globe pageant, which was held in Palm Springs, California, last month.

When her society friends learnt about it, they were concerned.

There were no words of encouragement.

Instead, they warned her that if she didn't clinch the title, she would 'lose face in the social circle'.

There was too much at stake for too little, they said.

Mrs Ho is a familiar face in society magazines.

She is often seen mingling with Singapore's who's who at high-society parties.

Her husband, Mr Fred Ho, who is in his 40s, is a businessman from Hong Kong.

The Singapore permanent resident owns property firm Capital Extentions Land, which develops condominiums and terrace houses in Johor Baru and Kuala Lumpur.

The couple also run an upscale jewellery shop, Jewels DeFred, at the Grand Hyatt Singapore.

But, instead of worrying about risking her reputation, Mrs Ho went ahead with the pageant.

What made her go against the advice of her friends?

Mrs Ho, a Singapore PR from Malaysia, said with a laugh: 'I didn't do it out of vanity and I didn't join the contest just to doll up, be glamorous and be photographed.

'I would be taking it too far if that was my objective.'

In an interview at her Stevens Road penthouse, the petite beauty queen explained: 'The pageant was something new to me and I had always wanted to give it a try. Why not go for it if there is an opportunity?

'I wasn't about to withdraw my application and so what if I didn't win?'

So last month, Mrs Ho, who was the first-runner up in the Mrs Singapore 2007 pageant in June, competed at the Mrs Globe beauty contest as Mrs South-east Asia.

The mother-of-two didn't win the title - that went to the candidate from Belgium - but she clinched the MrsIntegrity title.

It stunned her to beat 52 other contestants to take home the Globe Integrity Award for her charity work in Singapore.

According to ERM Marketing, a local pageant organiser, this is the first time a contestant from Singapore has been recognised for her charity work at Mrs Globe.

The participants had to present their social contributions to a panel of 30 judges before the finals.

ERM's event director, Ms Tracy Lee, said: 'Sharel has been actively involved in community and charity events for a few years.'

But cynics say such socialite-charity type events are often self-serving platforms in disguise.

Mrs Ho has been active in taking part in charity balls for which she is often featured in society magazines.

Her photo album of achievements includes a fundraiser to build a physiotherapy room for the Christalite Methodist Home for the elderly.

At the Dover Park Hospice Charity Ball, the managing director of Jewels DeFred put up a jewelled brooch for auction. It was sold for about $5,000.

VANITY?

Are these vanity projects?

Mrs Ho said in a mix of English and Cantonese, her voice rising a few decibels: 'It's easy for people to criticise and judge. But will they come forward to contribute for a good cause too?'

The beauty queen added: 'When there is a charity ball, you need those who can afford to buy the seats or tables, which may cost a few thousands. The money is for a good cause.

'Of course, you have to dress up for the formal event as a form of respect for the organisers.

'You can't expect the women to show up looking sloppy when they have gowns to wear, right?'

HUMBLE BEGINNINGS AND A WARDROBE TO DIE FOR

SHE has a dressing room that will make any girl go green with envy.

Her bedroom has an eight-door wardrobe filled with designer clothes, branded bags and shoes.

Mrs Ho, the youngest of six children, said she was born to a middle-class family in Ipoh.

Her parents run a forwarding company there. At 15, she came to Singapore to study.

She met her husband through a friend in 1997, and they got married a year later.

They have two daughters, aged 4 and 7. But Mrs Ho was not content being a homemaker.

'I wanted to help my husband in the jewellery business. But I didn't have any experience and you don't want people to laugh at you because you're not well-equipped.

'I took up a business degree at the Singapore Institute of Management and learned the ropes from my husband,' said the socialite, who now handles Jewels DeFred's showroom display, human resources, public relations and marketing.

Although Jewels DeFred caters to a wealthy clientele, Mrs Ho started an affordable jewellery line for young executives three years ago, and this makes up 30 per cent of the business today.

This year, Jewels DeFred was in the spotlight when a US couple went to court against it and Mr Ho, seeking to freeze its assets of up to $2million.

The couple's lawyer, David Rasif, had disappeared with more than $11m of clients' money.

Before that, the lawyer had allegedly paid $2m by telegraphic transfers and cheques to buy diamonds and jewellery from several companies, including Jewels DeFred.

The case is still pending.

Mrs Ho said: 'People do ask me about the case when I give out my namecard.'

Now, the beauty queen is looking forward to expanding her business at the future Ion Orchard by the end of next year.

Asked if she would take part in another pageant, Mrs Ho said: 'There are some things in life you would do only once. This pageant is my last.

'I don't want to lose that special moment I've always dreamt of.'