Chéa began long before its name existed. In 2007, Nura Iqin founded Clueless Her an authentic dream built from a big belief in beauty, individuality, and heart.

She travelled across continents, curating unique pieces from around the world and personally bringing them home to Singapore, long before “personal shopping” was ever a trend.
From Italian ateliers to private events, every journey taught her something new, about patience, people, and purpose.

And the best thing she learned along the way, she made new friends who became like family, learned their languages, their ways, and their warmth. Those connections reminded her that beauty isn’t only found in things, but in the hearts of people she met along the journey.

There were challenges, seasons of doubt, loss, and rebuilding, yet she never stopped creating. Every setback became a lesson in grace. Every delay, a reminder that strength doesn’t always shout. It moves gently, through persistence and love.

Over time, she realized that while we often chase destinations, we forget the one who journeys. That realization gave birth to Chéa — a brand that carries her essence forward.

Chéa is more than design, it’s devotion.
Crafted for women who move through life with intention, who believe that strength can be soft, beauty can be subtle, and self-love is the most elegant form of travel. ♾️

She glows without trying… she just is.

Founded by Nura Iqin, Singapore