In 2021, Ms Kelly Ser was leading communications, marketing, and sponsorship sales at the Centre for Liveable Cities, under one of Singapore's ministry. 

During her busy workdays, she managed public and crisis communications, directed marketing and branding efforts, forged partnerships, secured sponsorships and represented the centre in global media and youth outreach programmes, among other responsibilities.

Outside the office, however, Ms Ser found solace in a very different pursuit: painting. What began as a hobby quickly evolved when friends and family expressed interest in buying her artworks, which she’d shared on social media. “Friends soon commissioned me to paint for their homes,” she recounted. “Around this time, I started showcasing some of my works in furniture stores, retail shops and restaurants, where more people had access to my art.”

During the COVID-19 pandemic, Ms Ser decided to take a sabbatical to join her French husband in his homeland. In the peaceful French countryside, she continued refining her artistic skills. The experience was transformative: upon returning to Singapore in 2021, she made the bold decision to leave her 12-year public service career and pursue art full-time under her brand, Kelly Ser Atelier. “Looking back, it was one of the best decisions that I made,” the 38-year-old reflected. “As they say, you miss 100% of the chances you don’t take, and I am glad I took a chance on myself.”

Building a brand from the ground up

Initially unsure if she could sustain herself as a full-time artist, Ms Ser soon realised that her public service experience had equipped her with a versatile skill set for her new entrepreneurial venture. “My work is not only about painting,” she explained. “It requires pitching projects to clients, digitally designing merchandise, creating marketing copy, handling photography, managing inventory, doing accounting, making deliveries – the list goes on.”

Ms Ser’s background in marketing and communications has enhanced her visual storytelling, enabling her to convey corporate clients’ messages and concepts through art. Her experience with stakeholder management also helps her collaborate on nationwide art campaigns, while her history of meeting tight deadlines has prepared her for the fast-paced world of client proposals and creative concepts.

Having led major projects in public service, Ms Ser is a strategic entrepreneur with a vision for Kelly Ser Atelier shaped by her love for the environment and Singapore’s cultural heritage. “I want to build a purpose-driven brand that contributes to making the world a better place for the next generation of Singaporeans to live and thrive in,” said the mother of a two-year-old girl. 

With this goal in mind, Ms Ser set out to create a Sustainable Collection of everyday items like plates, cups and grocery bags that are durable, and made from both biodegradable and recycled materials. “And they all feature my hand-painted Singapore-inspired artworks,” she added.

Ms Ser proudly shared that Kelly Ser Atelier has become a go-to brand for Singapore-themed artwork and sustainable souvenirs. Her popular collection, ‘Not Just a Little Red Dot’, has found homes with expatriates and tourists from over 30 countries worldwide.

In addition to her own website, her products are available in more than 20 stores across Singapore, including at Changi Airport. “Telling the Singapore story through my artwork has been a key focus of my craft, and I’m glad that they can be seen by all travellers entering and leaving Singapore,” she said. “Gaining access to physical retail stores gave me confidence that what I created was unique and had retail demand, which has allowed me to continue creating more and have a source of income.”

More colourful horizons ahead

Ms Ser remains close with her former colleagues in public service, who have shown pride in her decision to follow her passion. They support her by attending her exhibitions and purchasing her artwork-turned-merchandise like tea towels, biodegradable bamboo plates, trays, coasters and limited-edition art prints. “They also give me advice on which agencies to speak to when I have ideas for new art collaboration projects or nationwide campaigns,” she said.

To promote the idea that Singapore-inspired art can be contemporary and captivating, Kelly Ser Atelier has become a Civil Service Club (CSC) merchant partner, offering $10 OFF on purchases over $100 until 31 December 2024. “I want to share my Singapore-inspired artwork and merchandise with others and provide unique gift options, especially for public service delegations visiting overseas counterparts,” she said. “My artworks and merchandise tell interesting stories about our culture and history in a light-hearted and engaging way, sparking conversations about Singapore whenever gifts are exchanged abroad.”

Continuing her journey of innovation, Ms Ser is now exploring the upcycling of discarded materials into art and expanding her sources of inspiration to include France, where she spends several months each year with her husband and daughter.

Her latest collection, ‘City in Nature’, celebrates Singapore’s efforts to integrate nature into its urban landscape. The collection features flowers, vegetation, insects and iconic animals like Ah Meng, the beloved late matriarch orangutan of the Singapore Zoo. “As with most of my artworks, I transform them into merchandise and have since launched limited-edition canvas prints and silk scarves. I will be launching more sustainable products with this collection, so stay tuned for new product launches in the coming months,” she promised.

Creating connections around the world

It’s been three years since her life-changing decision, and Ms Ser cherishes each commissioned piece and every opportunity to connect with customers who appreciate her vibrant art and Singaporean influences. “I especially love speaking with customers in shops and introducing myself to them while I’m stocking my merchandise,” she laughed. “They usually get shocked as they are not expecting the sales woman to be the artist!”

As a full-time artist and entrepreneur – an “artepreneur”, as she calls it – Ms Ser has also gained insights into her own strengths and limits. She has learnt when to take control and when to delegate, seeking help from specialists when needed. “I have also learnt to be tougher and grow thicker skin. When you ask for help or reach out to pitch ideas, you should always be prepared to be rejected or ghosted,” she shared. “So, when I get a positive response or support, I am especially grateful as I know not to take it for granted.”

Her distinctive style and bold use of colour have won her fans worldwide. Ms Ser recalled a client from the United States who ordered a limited-edition Tiger Beer print as a graduation gift for her son. “She had never seen my art, but her son had taken a photo of it and shared it with her. She hunted me down online to get the print delivered in time for his graduation,” she said. “I love that I get to help tell the Singapore story to a global audience, and I am so thankful to be part of memorable milestones in people’s lives.”

Explore Kelly Ser Atelier’s unique range of Singapore-inspired artwork and merchandise online. CSC members enjoy $10 OFF with a minimum purchase of $100 using the code <KSA10>.