A Brilliant 2021 with Freda





For the longest time, women have been standing up for each other, from artists like Mexican Painter, Frida Kahlo to Associate of Justice in the Supreme court, Ruth Baden Gindsberg. There are so many inspirations out there that we can barely even count them. And sometimes, because of the distance, we feel that what they can do is not something we can too. So, we want to share some stories with you of women in the ByCanary circle that have inspired us and hope would inspire you too.

Last March we started the series “Brilliant 2021” with Yiulin. Now we talk about other women who were such an inspiration to us, and we know you’ll love them too. Here’s to you, the woman on the other side of this screen. Wherever you are in life right now, you are amazing, you are strong, you are brilliant.


Introducing our second power woman, the one who helped ByCanary take flight, and the one who found her passion with the help of family and wasn’t afraid to chase her dreams. Here’s the story and a few words from Freda Yuin, An entrepreneur from Singapore, and a well-loved Mother and wife.

Taking her interest and style to a different level, at 27, Freda decided to make a mid-career change and pursue her passion in fashion hoping to join an events team that specialises in fashion. With the help of her cousin, she made connections in the industry who later helped her discover her potential in PR. 8 years later, she's the Co-founder and Director of the growing WhiteLabel PR.

“ I have my cousin Charmaine to thank for setting me on the career trajectory I’m on today. At 27, I'd finally decided that I wanted to pursue a career in fashion, in particular, in events planning.”


A lot of people worry about where they would be and how fast they can get there. There’s a lot of pressure for the women in the younger generation today to be beautiful, and successful in both their careers and at home, but you don't have to be successful right away, you don't have to be sure of what you want as soon as you graduate, and there are many women trailblazing in their 30s and in their 40s.

Did you imagine for yourself to be where you are now?

“ I’d never imagined I’d be running my own tiny boutique agency. I knew I’d probably be in the industry for life but I never thought myself to be much of an entrepreneur. Everything really just happened serendipitously.


How did you know that this is what you want to do?

Freda: ...I spent the first 4 years of my working life in trade associations and knew I loved planning events but also I greatly enjoyed writing too. When I was introduced to the world of PR, it was the full package! One thing I’d grown to also love and appreciate is the relationship building aspect of the job. With clients and media, it makes work feel less like work and that much more satisfying.

What was your biggest struggle and how did you overcome it?

Freda: My biggest struggle is dealing with imposter syndrome. I've gotten much better at managing my feelings of inadequacy over the years but I am still working on it. I’m grateful to clients, partners, team, and media friends who have been supporting me all these years. Their encouragement and trust have been instrumental in building my confidence. Thank you.

If there was one thing that you could tell your younger self, what would it be?

Freda: ...Never burn bridges and you’ll be ok.

What’s the one thing you do in a day that helps you get through everything?

Freda: I’d like to cheat on these questions and name two things.

1) Hug my son August.
2) Confide in my best friend, partner, and husband, Dan.

If there’s one thing you’d like to share with the other women in the world, what would it be?

Freda: Don't take things personally. Other people’s issues shouldn’t define you. You’re your worst critic. Please cut yourself some slack.

“. . . Other people’s issues shouldn’t define you. You’re your worst critic

- Freda

Freda has allowed us to create such meaningful connections here at ByCanary, and she was there every step of the way, a strong woman who’s willing to go above and beyond for just about anyone. She is an inspiration to us, and to every other human being who wishes to chase their dreams and still keep their values close to their hearts. For that, we were honored to create a custom Birthstone necklace for her. Each stone is a birthstone of a member of her family. You can check out our classic designs here.

Again, You can be an amazing mother and wife, and still be amazing at your career. Freda teaches us that it's ok to stumble. There are people who will help you along the way. And we all have fears, but we shouldn't let that stop us from achieving great things. Not every aspect of your life has to be perfect but every aspect of it makes you Brilliant. Keep updated with our other inspirations and sign up for the newsletter if you haven’t already.

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