Aurum Land CEO tears walls down to build communities

Michelle Yong says boutique developer aims to differentiate itself not only through unique designs but also its lifestyle offerings.

Published Fri, Nov 26, 2021 · 05:50 AM

Property developers

Singapore

HAVING worked in academia and later as a management consultant, it was never in Michelle Yong's plan to join the family business.

But when her father, deputy chairman of construction conglomerate Woh Hup, asked her to fill a gap and spearhead the property development subsidiary Aurum Land in 2007, Yong felt that it was a chance for her to "create real value and impact".

She took the seat as chief executive officer, but not before requesting that the existing Woh Hup team give her the space to chart her own path, to put her own identity, and vision into Aurum.

Since then, Yong has been looking for new ways to grow the business and "make it her own".

Building concepts and communities

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Being a boutique developer means that Aurum Land is very selective on the projects it chooses to take on. The company launches no more than 2 projects in a year, allowing it to focus on innovation and creating v…