A creative and pragmatic entrepreneur who believes in Blue Ocean's strategy. 12 years ago, he went against the tides of Japanese and Korean Alkaline Ionizers to develop AOX, a local brand of natural antioxidant alkaline water dispenser. AOX is now a brand chosen by Istana, the PM's Office, 4 hospitals, 5 cancer societies, thousands of homes and offices. Under Jeffrey’s leadership, the company has won numerous prestigious awards; Singapore Prestige Brand Award, Spirit of Enterprise, Emerging Award of the Year, 4x Top Brand Award, 4x Singapore Good Design Award. While pandemic took a toll on the retail business, AOX took the opportunity to open 4 showrooms at Ng Teng Fong Hospital, Novena Medical Centre, CK Tang and Heartland Mall. AOX has a range of products, designed by Jeffrey, which won the Singapore Good Design Award. -A movable tabletop faucet that does not require drilling (2015) -A space saving Compac Alkaline Water Dispenser for countertops, under the sink or wall mounted (2018) -The world’s first Alkaline Water Dispenser with inbuilt Active Oxygen Sterilizer, a project funded by Enterprise Singapore (2021) -Ozonated olive oil, *dermatologically-tested, specially created to target eczema, menopause, stress, smelling masks, aging, itching and pain (2021)