Driven by Passion & Precision: An Exclusive Interview with VISO Executive Director Ms Lim Pei Yan

VISO Executive Director Ms Lim Pei Yan

A Purpose-Driven Leader with an Uncompromising Standard

This Lim Pei Yan VISO interview explores the journey of Ms Lim Pei Yan, Executive Director and co-founder of VISO Pte Ltd, a regional lifestyle brand built on one uncompromising belief: products must actually work. From humble beginnings in 2004, when she and her husband founded Visionary Solutions in Malaysia, Pei Yan has grown VISO into a trusted name across the region, curating household and workplace solutions that make everyday life simpler, smarter, and more satisfying.

Today, VISO’s portfolio spans acclaimed names like Laurastar, BALMUDA, Blueair, and Dyson. Each product is carefully curated to make everyday life simpler, smarter, and more satisfying for both families and workplaces.

Behind the innovations is a leader driven less by profit than by purpose. Her perfectionist streak and genuine curiosity about how people live have shaped a company culture grounded in integrity, empathy, and service. Recently named “Passionate Icon of the Year 2024/25” by the Leaders of Excellence Awards, Pei Yan continues to redefine what it means to lead with heart in a results-driven world.

In this exclusive interview with Prime, she opens up about VISO’s beginnings, resilience through adversity, the meaning of quality, and why she refuses to sell a product she would not use herself.

From Vision to Reality: The Beginning of Visionary Solutions

VISO Executive Director Ms Lim Pei Yan with HiZero and Laurastar

Prime: Thank you for hosting us despite your busy schedule. Let’s start from the beginning. Your journey from founding Visionary Solutions in 2004 to expanding into Singapore and Australia is remarkable. What inspired you to start the business?

Lim Pei Yan: I’m really thankful for this opportunity to share our story. It’s also great that we’re shooting here at TANGS at Tang Plaza, one of our key retail locations. Here, we get to demonstrate our products and connect with customers directly. Being hands-on and seeing how our solutions make everyday life easier has always inspired me and our team.

Back in 2004, my husband and I started Visionary Solutions with a very simple goal: to make daily chores easier and more enjoyable. I’ve always been curious about how things work. I noticed that many household products promised convenience, but often fell short. That curiosity, and perhaps my perfectionist streak, drove me to look for better solutions.

A key turning point came when I realised that good products alone aren’t enough. The experience behind them matters just as much. From how customers discover the product to how we serve them after purchase, that became the heart of our business philosophy.

Values, Curiosity, and High Standards

Prime: How did your personal values or philosophies shape the way you build your business?

LPY: Curiosity keeps me open to new ideas, while perfectionism keeps me grounded in high standards. I personally test every product before we decide to represent it. It must genuinely solve a problem, not just look good on a shelf.

This mindset also shapes how we work as a team. We don’t rush to follow trends. Instead, we take time to understand what truly benefits households. I believe a business should not only sell, but also simplify and uplift everyday life.

Navigating Challenges as a Female Founder

Prime: Were there any major challenges you faced as a female co-founder in a competitive home-solutions industry?

LPY: In the early days, being a female founder in a male-dominated environment meant I had to prove myself twice. Once for my ideas, and again for my credibility. Some people saw home appliances as a “soft” category, but I always viewed it as an essential one.

As the business grew, I learned that results speak louder than gender. By staying focused on product quality and customer trust, we earned respect from our partners and brands. Over time, those challenges became strengths. They shaped my confidence and empathy as a leader.

From Hands-On Beginnings to Strategic Leadership

VISO Executive Director Ms Lim Pei Yan with Laurastar steam iron demo

Prime: How has your role evolved over time? Which parts of the business do you still enjoy doing yourself?

LPY: In the beginning, I was involved in every aspect of the business. That included demonstrations, sales, product testing, logistics, and even personally answering customer calls. As we expanded into new markets, my role became more strategic.

That said, I still love discovering new products. Those moments, when I find something truly innovative and imagine how it can make life easier for families, still excite me. That passion has never changed.

What “Products That Actually Work” Truly Means

Prime: Could you unpack what “products that actually work” means to you in day-to-day terms?

LPY: To me, it means reliability in real-life situations, not just in marketing claims. A product should do what it promises, consistently and effortlessly.

This belief shapes everything we do, from sourcing brands to after-sales service. If a product doesn’t perform as expected, we take it personally. Our customers trust us to curate only what works, and we take that responsibility seriously. Whether in Malaysia, Singapore, or Australia, our curatorial integrity never changes. It defines who we are.

But integrity goes beyond products. It’s also about people. We value our team members, brand principals, and retail partners deeply, and that care is mutual. During challenging times like the pandemic, we stood side by side. We retained staff where possible and supported retailers with extended credit terms. That experience reinforced our belief that our greatest strength lies in our people and partnerships.

Curating with Integrity Across Markets

Prime: As a lifestyle curator, how do you decide which brands to partner with?

LPY: We start with a simple question: does this product make life better? If the answer is yes, we put it to the test. We live with it, challenge it from every angle, and ensure it meets real needs.

We also assess brand philosophy carefully. We partner only with companies that share our long-term vision for quality and customer care. This curatorial integrity remains unwavering across all markets.

By representing global brands such as Laurastar, BALMUDA, Blueair, Hizero, NESCAFÉ Dolce Gusto, STARBUCKS At Home, and Dyson’s commercial line, we bring innovative solutions to homes and workplaces. Every product must meet our standards and purpose.

Saying No to Products That Don’t Deliver

Blueair Air Purifier product display at Tang’s Plaza

Prime: Can you share an example of a product you rejected?

LPY: There are quite a few. Many are still on the market today, which genuinely concerns me. Consumers often buy based on marketing claims rather than actual performance.

While I can’t control the market, I stay focused on our philosophy: to educate consumers, challenge norms, and show that real solutions exist. We only represent products that deliver on their promises. Even then, we sometimes face rejection when asking for a demonstration opportunity. That hesitation often comes from consumers being disappointed too many times before. Still, we remain committed to integrity and results.

Turning Complaints into Trust

Prime: When a customer complains, how do you handle it?

LPY: I see every complaint as an opportunity, not a setback. Sometimes it’s a usage issue; other times it’s a genuine defect. Either way, our responsibility is to listen, respond sincerely, and resolve it quickly.

I remind my team not to take complaints personally. Feedback is a gift. It helps us refine our standards and uphold our promise. When customers speak up, it shows they still trust us. There’s nothing more rewarding than seeing a frustrated customer leave with a smile. That’s when we know we’ve rebuilt trust.

Recognition, Passion, and Leadership

Prime: Winning “Passionate Icon of the Year 2024/25” is a milestone. What does it mean to you?

LPY: I’m grateful, but I see it as recognition of our entire team’s passion and perseverance. Managing people isn’t easy. Credibility takes time to build.

To me, passion isn’t just enthusiasm. It’s consistency, responsibility, and genuine care for people and purpose. This recognition motivates me to keep raising the bar for myself and the organisation.

Defining Success Beyond Numbers

Prime: What does success mean to you?

LPY: True success goes beyond sales figures. It’s about impact. If a product saves someone five minutes in the morning or removes stress from a daily chore, that’s real value.

I often receive messages from customers sharing how a product changed their routine. These stories matter more than numbers. When customers trust us enough to buy without hesitation, that confidence becomes one of the greatest measures of success.

VISO Executive Director Ms Lim Pei Yan

What’s Next for VISO?

Prime: What new products excite you most right now?

LPY: We’re exploring smart-living solutions that combine design, efficiency, and sustainability. But every product must pass one test: would I use it in my own home?

Prime: Looking ahead 5–10 years, how do you see VISO evolving?

LPY: I see us growing in purpose as much as scale. I want Visionary Solutions to be recognised as a trusted lifestyle curator across the Asia-Pacific region.

At the core, our philosophy remains unchanged: to bring in products that actually work and make life better. Life is easier with Visionary Solutions for your home. We believe it, and our customers believe it too. PRIME