Charmaine He and Seet Siew Ling, SIM-RMIT University alumni, Founders of Wormhole Singapore

When Charmaine and Siew Ling first crossed paths as students at SIM-RMIT University, they were immersed in their degrees and career aspirations, unaware that their journey would lead them to build a business together. Coming from different backgrounds, Charmaine with a diploma in Film, Sound, and Video from Ngee Ann Polytechnic and Siew Ling with a diploma in Communications and Media Management from Temasek Polytechnic; their shared experiences at SIM-RMIT would unexpectedly steer them toward an entrepreneurial adventure.

Finding Their Path

For Charmaine, the choice to attend SIM-RMIT was fuelled by her love for practical learning. "RMIT has a reputation for being hands-on," she recalls. Initially enrolled in a Bachelor of Business in Marketing, she soon discovered her passion for numbers and switched to Accountancy, a field that resonated more with her skills and interests.

Siew Ling's journey was more exploratory. After completing her diploma, she gained experience in marketing at banks, advertising agencies, and arts non-profits. Each role deepened her interest in marketing, but she recognised that a bachelor's degree would enhance her opportunities. "My abilities are more on the creative side," she explained, "but I knew the business-focused nature of the course would add value to my professional growth."

Both women were attracted to SIM-RMIT's project-based approach and reputation for international university programmes. For them, learning was about doing, an experience that would later prove invaluable in their entrepreneurial endeavours.

 

The Birth of Wormhole

Charmaine had always been entrepreneurial, running small businesses while studying, while Siew Ling's experience in marketing and part-time work at bookstores nurtured a shared passion for creativity and hustle. Inspired by her time in bookstores, Siew Ling envisioned a space that transcended the traditional bookstore model, one that served as a community hub. However, she noticed a significant divide between readers and non-readers. Many non-readers perceived reading as either overly intellectual and highbrow or simply boring. "Reading had become intellectualised, a highbrow activity," she remarked.

Determined to create a more inclusive environment, Siew Ling approached Charmaine for advice. Despite her initial nerves, Charmaine was excited by the concept and impressed by Siew Ling's passion and well-prepared business plan. Together, they began to flesh out their vision. Initially, they considered a physical bookstore, but after researching the market, they decided to launch online for financial sustainability. The challenge loomed large: "How do you capture the warmth and community of a bookstore in a digital space?" Siew Ling wondered. Yet, driven by their passion, they pressed on, eager to bring their vision to life.

Amplifying Underrepresented Voices

Wormhole was born as a digital platform designed to nurture community, host events, and connect people through the power of storytelling. The name "Wormhole," symbolising a passage to another world, reflected exploration and discovery through storytelling. However, Wormhole's goal extended beyond merely selling books; it aimed to elevate stories that often go unnoticed. For Siew Ling, this mission was personal. "The stories we're exposed to shape what we value, believe in, and pursue," she explained. "Bookstores are uniquely positioned to uplift narratives that might otherwise be lost."



When many believed reading was in decline, Wormhole challenged that notion. "People are still reading," Siew Ling asserted. They're just reading differently." The duo adapted quickly to changing patterns, finding innovative ways to engage online and offline readers. One of their most pleasant surprises was the overwhelming support from Singapore's literary community. "We've had complete strangers go out of their way to help us," Siew Ling shared. "The literary community here has passion, kindness, and generosity that are rare in other industries."

Facing Challenges Head-On

Launching Wormhole was not without its challenges. From unpredictable supply chains to rising costs, the business environment tested their resilience. "We faced one hurdle after another," Charmaine admitted. But their hope never wavered but was filled with the support of customers, collaborators, and partners. "Their trust in us means everything," she said.

Reflecting on their journey, Charmaine and Siew Ling credit SIM-RMIT with equipping them with essential skills and a resilient mindset. "School taught us the fundamentals of business, marketing, and accounting," Charmaine noted, emphasising the importance of these lessons in building Wormhole's foundation. For Siew Ling, the structured approach she learned during her studies helped channel her creative ideas into actionable plans. "I get carried away with ideas," she acknowledged, "but learning business basics has helped me execute those ideas with focus and direction."

Making a Social Impact Beyond Books

Wormhole has evolved into a platform for social change. Charmaine and Siew Ling have collaborated with various non-profits, including Love the Voiceless, the Singapore Wildcat Awareness Group, and AWARE, to raise awareness and support critical causes. "We want to give back to society," Charmaine expressed, grateful for the customers who support their mission.

Siew Ling realised that Wormhole's strength lies not just in selling books but in storytelling. "We're not just getting people to care about a cause—we're helping them understand why they should care," she explained. Through their bookstore, they connect people with meaningful narratives in literature and life.



As Wormhole celebrates its third anniversary, Charmaine and Siew Ling remain focused on sustainable growth. They are expanding their membership programme, planning more community events, and gearing up for their third annual fundraiser with Care Community Services Singapore. Their mission is to continue positively impacting the community by providing underprivileged children with books and celebrating their academic achievements.

For Charmaine, Wormhole's future revolves around longevity. "We've been told this is a marathon, not a sprint," she said. "While we want to grow, we're ensuring that our growth is manageable."



When asked what advice they would offer aspiring entrepreneurs, Charmaine quickly shared practical wisdom: "Always ensure your numbers are watertight and pace yourself, don't burn out, especially if you plan to do this long-term." As for Siew Ling, she encourages aspiring entrepreneurs to stop waiting for the "perfect moment" and take the plunge. Too often, people hesitate, believing everything needs to be just right before starting, but the key, she says, is to begin and let the journey unfold from there.

From their early days at SIM-RMIT University to building a thriving bookstore, Charmaine and Siew Ling's journey has been anything but conventional. Yet, through it all, their commitment to community, creativity, and making a difference has remained at the heart of Wormhole, showcasing the magic that unfolds when two paths converge in unexpected ways.