Jeffrey Liew’s entrepreneurial path began not through inheritance or chance, but through a deliberate decision. Growing up observing his father’s business in the marine, oil, and gas industry, he knew from a young age that he wanted to chart his own course. “I didn’t want to compete with my father’s business,” he recalls.
That resolve led him on an unexpected journey across Europe while building his first home, where he encountered premium-quality window systems that were then unavailable in Singapore. Their airtight engineering, clean lines, and sense of comfort sparked a vision: to introduce world-class window solutions to the local market. Motivated by this gap and driven by a desire to be his own boss, he founded Sapphire Windows. Rather than inheriting a blueprint, he built one pane at a time.
Building From the Ground Up
The early days of Sapphire were defined by resourcefulness and conviction. Jeffrey and his wife, Lee, pooled their savings, sold personal assets, and raised $200,000 to launch the business. While Lee handled accounts, Jeffrey trained a small team, took on sales duties, and even used the Yellow Pages as his first marketing tool.
His meticulous preparation set Sapphire apart. To represent Deceuninck (Belgium) as a sole agent in Singapore, he underwent intensive training in the UK. He then taught his team everything he had learned, embedding technical mastery into the company’s DNA from the start.
One of his earliest clients, architect Mr. Yeo, believed in Sapphire’s potential and submitted its products for approval to the Building and Construction Authority and Urban Redevelopment Authority. Once approved, these windows gained wider acceptance in the market, transforming early opportunities into a foundation for growth.
Innovation as a Mindset
Throughout the 1990s and beyond, Sapphire distinguished itself through steady innovation. In 1992, it introduced spray-painted coloured uPVC window profiles, merging aesthetics with engineering. A 1996 contract for 55 landed homes at Saraca Villas proved the company’s ability to deliver at scale.
Jeffrey’s philosophy was clear: innovate, certify, and then raise the bar again. The company became the first in its industry to achieve ISO 9001 certification in 2001, and in 2015, it engineered what was likely the world’s tallest uPVC sliding door at 5.7 metres. Each milestone represented years of disciplined habits, not overnight success.
Resilience Through Economic Storms
Jeffrey’s journey was forged through economic adversity. He launched Sapphire Windows in 1989, shortly after the Asian financial crisis. Within the first 18 months, the business lost its capital and nearly shut down. “That was one of the lowest points in my entrepreneurial journey,” he reflects.
Instead of retreating, he treated the crisis as a lesson. With determination and resourcefulness, he raised fresh capital, restructured the business, and turned it around within a year. This resilience became a recurring theme through the dot-com bubble of the early 2000s and the Global Financial Crisis of 2007–2009. Each challenge strengthened the company’s foundation, with family support playing a crucial role. His wife maintained the books while raising their children, and his mother provided the emotional stability that anchored him during uncertain times.
People at the Core of Leadership
For Jeffrey, leadership has always been about people. “Our company culture has always been shaped by one key belief: attitude makes all the difference,” he says. Many of Sapphire’s employees have stayed for decades, with some surpassing 30 years of service.
He leads with empathy and accountability, encouraging open communication and shared problem-solving. “Setbacks are part of the journey, not the end of it,” he tells his team. He shoulders blame when things go wrong and gives credit freely when they succeed.
This leadership philosophy extends to how the company handles challenges. Whether it’s quality disputes or project delays, issues are surfaced honestly, addressed collaboratively, and turned into opportunities to strengthen processes. Over time, this transparency has built lasting trust with clients, suppliers, and employees alike.
Adapting for the Future
Adaptability is a cornerstone of Jeffrey’s philosophy. “Passion alone is not enough in today’s climate,” he notes. “Entrepreneurs must pivot, learn from setbacks, and embrace change.”
When his son, Sean, joined Sapphire in 2012, the company began its digital transformation in earnest. New machinery stabilised quality and throughput, and in 2022, a highly automated production line was introduced at the new headquarters, tripling productivity and reducing manpower needs by 60%.
Jeffrey sees digitalisation as a tool for empowerment, not replacement. By freeing skilled workers from repetitive tasks, the company allowed them to focus on higher-value work. This blend of traditional craftsmanship and modern technology reflects a leadership style that honours the past while preparing for the future.
Sustainability as a Responsibility
Long before sustainability became a buzzword, Sapphire embedded it into its operations. It became the first window manufacturer in Singapore to achieve Green Mark 2 Ticks in 2016. Its headquarters uses solar panels, natural ventilation, energy-efficient equipment, and automated lighting. Waste is measured, segregated, and targeted for reduction – from about 3% to under 1% of purchased materials.
For Jeffrey, sustainability is both environmental and human. Training, long-service recognition, and honest conversations with staff reflect a commitment to building future-ready teams. This approach aligns with Singapore’s Green Plan goals, reinforcing that environmental responsibility and human development are two sides of the same coin.
Giving Back to the Community
Jeffrey’s entrepreneurial journey extends beyond business. He has led fundraising campaigns for underprivileged students at Singapore Polytechnic, supported the School Pocket Money Fund at Tanjong Katong Secondary School (both his alma mater), sponsored youth sports teams, University overseas welfare camps, and hosted networking sessions for young professionals.
These efforts are not random acts of charity but investments in future competence and confidence. By creating spaces for young people to learn, connect, and be inspired, Jeffrey embodies the idea that entrepreneurship is also about uplifting communities.
Guidance for Future Entrepreneurs
Having weathered decades of challenges, Jeffrey offers grounded advice to aspiring founders: “Start with passion and purpose. If your business aligns with your values, you’ll have the strength to endure the inevitable challenges. Be adaptable, because the world will keep changing. Build strong networks of mentors and peers; they will be your guide. Manage your finances wisely and always plan for contingencies. Most of all, never give up too easily. Resilience and perseverance are what will carry you through. Entrepreneurship is not a sprint but a long yet rewarding journey.”
A Legacy of Leadership
From a young entrepreneur determined to carve his own path, to a leader who built a resilient, innovative, and people-first organisation, Jeffrey Liew’s journey with Sapphire Windows is a story of intent meeting endurance.
His leadership demonstrates how businesses can evolve without losing their soul – merging craftsmanship with technology, resilience with adaptability, and ambition with community spirit. As Singapore looks toward its future, Jeffrey’s story stands as a reminder that enterprise is not just about building companies, but about building people, trust, and shared purpose.
Website: https://www.sapphire.com.sg/
AUTHOR BIO
ALAN KOH
Alan Koh is the Founder and CEO of Impossible Marketing, a group of companies renowned for hyperlocal marketing strategies tailored to businesses in Singapore. His professional journey began in the banking sector, where he quickly rose through the ranks, garnering eight industry awards in just four years.
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