Lihui currently heads the development, marketing and branding aspects of the Company. She founded the company at the age of 27 in 2009, 4 years after graduating from the National University of Singapore. Prior to Thirtythree, Lihui has 3 years of legal corporate finance experience during her legal practice with Shook Lin & Bok LLP, and was called to the Singapore Bar in 2006. She also went on to obtain a Master of Science in Applied Finance from Singapore Management University in 2008. In 2015, Lihui became a certified Health Coach after graduating from the Institute for Integrative Nutrition. She has approximately four and a half dogs and is a wagyu beef lover trying to eat clean.

She can be contacted at lihui[a]thirtythree.com.sg



Dashel heads the operations, productivity and technology aspects of the Company. She graduated with a Computer Engineering degree from National Technology University in 2006 and have had 5 years of job experience prior to joining the Company in 2011, including account management and business development for a local IT solutions firm. Dashel has a cute dog named Canon. She wears her love for Canon on her sleeves literally every single day.

She can be contacted at dashel[a]thirtythree.com.sg

Our Marketing Director


Rachel manages the marketing aspects of the brands, with her forte in digital marketing and spanning to corporate social responsibility, customer relationship management and partnership marketing. Rachel has more than 10 years of professional experience in advertising and communications, having worked in both big advertising agencies as well as boutique social media marketing firms. She’s a hot mum to a pair of gorgeous kids and is also a professional salsa dancer.

She can be contacted at rachel[a]thirtythree.com.sg

Our GM (HQ)


Fadzil was one of the Company's first hires back in 2009. He is currently responsible for the day to day operations and fulfilment of the headquarter's production and logistics team. He has gone from racing real cars in his younger days to racing model cars now, and is a professional at that.

Our Finance & HR Manager


Tze Meng joined us in 2011 and have been an invaluable asset in managing the day to day administrative structure of the Company. She graduated from the University of Malaya and is always busy keeping the team happy and fed full.