About Stories


Successful entrepreneur Jasmine J. Goh creates her own hashtag aimed at encouraging women to follow their dreams.

Jasmine J. Goh is turning heads. It’s hardly surprising; after all, she wears many hats – an entrepreneur, wife, mother, daughter, and a charity enthusiast. The multi-hypenate has no plans to slow down: The Indonesian born-Chinese owner of RedTree Group Pte Ltd is poised to conquer the fashion and beauty world with her own clothing and lifestyle line in near future

A self-confessed entrepreneur from young, Jasmine started her a rent-a-book business when she was seven years old. Her penchant for reading has spurred her to start her own mini library business at home, and at the same time earned some pocket money for herself. When she reached her adolescent years, Jasmine started to make and personalise bookmarks and photo frames for her circle of clientele. “My biggest order was for a wedding where I had to deliver more than 100 photo frames,” she beams. “I also created my own academic worksheets and books when I gave English tuition to a handful of students during University days.”

Entrepreneurial blood runs in her veins. Her father used to work for his family’s coffee manufacturing business in Surabaya, Indonesia. Her first company in Singapore was a trading company, BCI International where she sought to import baby care products from Holland. She also attempted to market her father’s family coffee business in Singapore. So it’s not surprising that she became an entrepreneur herself.

It’s even more of a shocker to learn that she started her second company known as Kids World Media with one staff. Now that the company has full-blown into an integrated media company with plans to venture into digital, Jasmine feels her relentless effort has finally paid off. “I see the need to evolve in the business and I do not want to be limited to only doing kids’ publications, so I changed the company name to RedTree Group,” she shares. For sure, Jasmine is enjoying her stage of now and relishes the privilege of sitting in her own office property she bought at Howard Road. “My success is definitely not self-own; it should be credited to teamwork. I also owe my success to people whom I have met during the journey: People who have motivated and rejected me along the way. Both categories of people spurred me to work harder,” she says.

Yet, with so much on the plate, Jasmine still finds time to bond with her two sons – Bryan and Theseus by taking advantage of the flexibility she enjoys a business owner. “I am a morning person. So I will bring my youngest son for morning walks, or I take my eldest son to his enrichment classes. It’s a good way to bond with them.”

But even a capable multi-tasker like Jasmine isn’t spared mummy guilt. “Sometimes, I feel I’ve not given my best but I will keep doing my best. It goes the same to my business, too” she says.

Fiercely independent since young, Jasmine didn’t want her sons to be seen as pampered. End of last year, she brought her sons to orphanage in Bali and Batam.  She wants them to do more charity work in future. It’s a life lesson she wants to pass to her sons. “I want them to know not all children are as fortunate as them.”

Now she has another business that she launched in December 2015, her passion for  baby care business, she started Twinkle Baby products (www.twinkle.com.sg). Now the products are available online and in baby department major stores in Singapore 🇸🇬 at all Robinson, Isetan, Metro Centre Point, Mothercare, Motherswork and Takashimaya.

She planned to bring Twinkle to other countries like China and S.E.A market. She will also never stop to think of creating other business opportunities too. She is a born entrepreneur lady.

She also would like to inspire and motivate other women through this blog and her social media through encouragement words and advise on her post.

Top 10 LadyBossJJ’sFavourite Quotes:

  1. “Invest in yourself; it’s worth it, trust me.”

  2. “If you stand for a reason, be prepared to stand alone like a tree. And if you fall, fall as a seed that grows back to fight again like a tree.”

  3. “I never dreamed of success. I worked for it.”

  4. “You never know when a moment and a few sincere words can have an impact on a life.”

  5. “If opportunity doesn’t knock, build a door.”

  6. “What God knows about me is definitely more important than what others think about me.”

  7. “There isn’t anything in your life that cannot be changed.”

  8. “Always pray you have eyes that see the best, a heart that forgives the worst, a mind that forget the bad, and a soul that never loses faith.”

  9. “Always believe in life as in business, you don’t need to be the strongest to succeed, as long as you know how to win!”

  10. “You were given this life because you are strong enough to live it.”