Serene Lim, founder of Gellae and Cup 49, has made her mark in the DIY space with gel nail stickers that simplify salon-quality nails and bubble tea kits that bring the bubble tea experience to kitchens everywhere. With 400 million organic, TikTok views and seven-figure success after the first year, Gellae is now stocked in 165 Boots stores across the UK and Ireland. Serene has scaled her brands while staying refreshingly down-to-earth. In this Checkout episode, Serene offers a glimpse into her inspirations, challenges and the tools that make her success possible.
Serene’s Spin on Online Finds
When it comes to online purchases, Serene doesn’t just shop for the practical—she loves items with a creative flair. One of her most memorable finds? A rotating sunflower ring. It operates like a wearable fidget spinner. “It’s a ring with a sunflower that spins when you move it,” she shares. “It’s not something you see every day, but I love it just because I can.”
This small yet imaginative item reflects Serene’s own approach to product design. Whether it’s Cup 49’s bubble tea kits or Gellae’s gel nail stickers, she creates products that are as fun as they are functional, sparking joy for her customers in the same way her sunflower ring does for her.
Drawing Inspiration from Homegrown Success
Serene is inspired by brands that, like her own, started with a small idea and scaled to impressive heights. One that stands out is FAYT the Label, an Australian fashion brand founded by Brittney Saunders. “They’ve been doing really big things,” Serene says. “I find them super inspiring.”
This admiration comes from a shared ethos of customer connection and authenticity. Much like FAYT the Label, Serene’s businesses thrive on creating products that address real customer needs, whether it’s affordable DIY beauty or the ability to make bubble tea at home. By staying true to her vision, Serene has followed a similar trajectory of rapid yet sustainable growth.
The Tool That Does the Heavy Lifting
For someone managing two fast-growing businesses, efficiency is key—and Serene has found her secret weapon in Repurpose.io. “It’s been a game changer,” she says.
You sync all your social media platforms, and it lets you post on one channel, like TikTok, and automatically share it across others like Instagram, YouTube, and Facebook. You just press one button, and it does the work for you.
This tool not only saves time but also amplifies her content’s reach. “We’ve even had videos hit millions of views on platforms we’ve repurposed to,” she adds. By automating repetitive tasks, Serene ensures her team can focus on the bigger picture, from crafting engaging content to refining customer experiences.
Fuel for the Journey
While many entrepreneurs turn to books or podcasts for inspiration, Serene has a different way of staying motivated: food. “I’m a massive foodie,” she says.
I don’t cook much anymore because I’m busy, but eating out is my treat to myself. I love good food.
Her top recommendation? Minamishima, a Japanese omakase restaurant in Melbourne known for its exquisite dining experience. “It’s pricey, but the food is amazing,” she says with enthusiasm. Serene’s love for good food reflects her belief in rewarding yourself along the way—an important reminder for anyone working to balance ambition with self-care.
Striking a Balance
Serene is the first to admit that balancing the demands of entrepreneurship isn’t always easy. “My biggest challenge is trying to develop a routine and healthy habits to show up every day for both my businesses,” she shares. “I go through periods of really high motivation, where I’m full of fresh ideas, and then periods of very low motivation.
The key to her success lies in the systems she’s built to keep her businesses running smoothly, even when she’s not at her best. “The whole content process can run without me,” she explains. “I just step in with ideas, but the team knows what to do.” By delegating effectively and creating processes that empower her team, Serene ensures that Gellae and Cup 49 thrive no matter the challenges that come her way.
Turning Small Ideas into Big Success
Serene Lim’s story proves that big success often starts with small, relatable ideas. By solving everyday frustrations—like the cost of bubble tea or the hassle of chipped nails—she has built businesses that truly resonate with her customers. But what sets Serene apart is her balance of creativity and structure. Whether it’s using Repurpose.io to amplify her content or building systems that empower her team, she ensures her brands grow sustainably without sacrificing her personal balance. Serene’s approach shows that when you pair creativity with strategy, there’s no limit to what you can achieve.
The Checkout is a short snippet of our conversations.
