Risks, Resilience, and Rewards: The Entrepreneurial Spirit of Shieny Chung
Geraldine Zialcita
Being an empowered woman and entrepreneur like Shieny Chung requires a combination of mindset, skills, and strategies. This involves the willingness to take risks, the ability to adapt to changes, and the determination to persevere despite setbacks.
Shieny was born in Jakarta, Indonesia. As a child, Shieny had numerous dreams, including becoming a car racer because she loved being in control and driving. Another unfeasible aspiration was to become a fashion or interior designer, but her lack of drawing skills hindered her. One more practical dream was to be a journalist or news anchor so that she could be the first to know about world events. “Racism was still prevalent in that field in Indonesia, making it challenging for someone of Chinese descent like me to be accepted. Eventually, I realized that my outgoing personality, love of people and travel, and interest in fashion made Public Relations, Communication, and Hospitality Management the perfect fit for me,” she shares.
Shieny draws inspiration from various sources throughout the different seasons of her life. During her younger years, she was fortunate enough to have many role models. Her parents were both strong believers, generous, and loved to host guests at their home. Hence, her life was always influenced by their faith and hospitality. Shieny’s mother had an inclination toward fashion and was a sociable person, and Shieny inherited those traits from her. However, as she built her own family and encountered the realities of life such as parenting, marriage, and career, Shieny turned toward God to guide her and be the center of her life. Seeking her purpose in Him rather than her own desires became her primary goal.
After graduating from the University of Hawaii in Honolulu at 19 years old, Shieny embarked on her fashion career and worked at Christian Dior. She met her husband at the university and got married when she was 23 years old. After gaining work experience in Honolulu, in 2000, Shieny returned to Indonesia to establish her own business in the fields of public relations, event planning, and food & beverage.
After giving birth to her first child, she realized that the US would be a better place to raise her children due to the better educational opportunities, infrastructure, and safety it offers. “I studied the business opportunities in the US and discovered there was a huge market for hardwood floors. As there were few local players in the industry and Indonesia was one of the biggest natural resource providers for lumber, I decided to establish a retail business, gradually expanding to manufacturing my own brand and becoming an importer. It’s worth noting that unlike Indonesia, where the humidity makes hardwood floors impractical, most houses in the US utilize hardwood flooring, while Indonesian houses typically incorporate more marble and tile,” she informs.
Shieny acknowledged the power of believing in herself and abilities to succeed. “Developing a positive mindset is a key first step in this process. Focus on your strengths, rather than your weaknesses, and recognize that you have what it takes to be successful,” she conveys.
After living seven years in Jakarta, Shieny took a leap of faith and moved to the San Francisco Bay Area in 2007. Her resourcefulness and excellent research skills enabled her to establish Whole Wood, a hardwood floor business at the right place and right time. “Entrepreneurship involves taking risks, but it’s important to take calculated risks that are based on research and analysis. Be prepared to take risks, but make sure you have a plan in place and a contingency plan if things don’t go according to plan. Remember that every successful entrepreneur has faced setbacks and failures along the way,” she advises.
Whole Wood has been operating for 16 years, serving all cities and is the biggest non-franchise flooring store in the San Francisco Bay Area. Their huge showroom in San Carlos displays Engineered Flooring, Solid Hardwood Flooring, Unfinished Hardwood Flooring, Bamboo Flooring, Laminate Flooring, and Hemp Wood. Whole Wood showcases more than 200 brands and focuses on traditional designs that are durable and sustainable.
Shieny manages the financial aspects of the company, human relations, and all legal matters. She praises her husband for being a great leader and overseeing the entire operations of the company. She expresses her fondness for this business due to its consistency and reliability, as the market will always demand the construction of new properties or the repairing and remodeling of existing ones. Additionally, Shieny finds satisfaction in their clients’ contentment with their selection. “Our goal is to help them obtain good quality, long-lasting, and aesthetically pleasing floors matched with competitive prices. The design aspect of the business also holds a special place in our hearts,” she relays.
Shieny explains the process of working with clients in her business. “When a client enters the store, they are generally aware that Whole Wood offers the most extensive selection in the Bay Area with competitive prices. Our staff helps the client by discussing their budget and needs and narrowing down the selection. It is important to note that the Whole Wood does not offer installation services and only sells materials.”
Having been in the industry for 16 years, this relentless woman has come to understand the value of word-of-mouth marketing and client testimonials. This method has allowed her business to flourish by providing stellar services and cultivating personal relationships with clients. One factor that distinguishes Whole Wood from other similar businesses is its competitive pricing and personalized approach when dealing with clients. Building a network of contacts is important for any entrepreneur. Collaborating with others and learning from their experiences has proved to be valuable. You never know when a connection you make today might lead to an opportunity tomorrow.” She smiles.
Although Shieny has achieved success, she has faced challenges, with human resources being the most difficult. “I believe that it’s crucial to find people who are passionate about the products and not just interested in selling them. I overcame this obstacle by being selective in our hiring process and only choosing individuals who share the same mindset and values of prioritizing good service over solely reaching sales targets. I used this experience as a learning opportunity and a chance to grow. Analyzing what went wrong, and identifying what could have been done differently helps us to apply better solutions and move forward,” she describes.
With the business world constantly evolving, as a perceptive entrepreneur, Shieny is aware of the need to be adaptable to changes in the market. “I believe in being open to new ideas and innovative ways of doing things. We need to be willing to pivot our business strategy if necessary to stay relevant and competitive,” she expresses.
After spending more than a decade heavily involved in the business, Shieny has decided to take a step back and enjoy her pre-empty nester stage. Her eldest child is turning 18, driving, preparing for college, and showing a great deal of independence. Her second child is turning 15 and relocated to Seoul, South Korea at the age of 12. She shares a passion for fashion, traveling, and driving fast cars with an advanced level of experience in car racing with AMG Academy. This year, Shieny plans to join the pro class. She also devotes her time to studying the Bible with her community in Hillsborough, California which has served to be the biggest joy for her these past years. She splits her time between the Bay Area, Seoul, and Jakarta.
This dynamic woman is geared up to start a new chapter in her life, embracing a new opportunity of launching a global advertising market in Indonesia this coming fall. She concludes her story with a tad of wisdom for the youth who wish to become entrepreneurs. “I always emphasize the importance of effective communication along with determination and hard work. In my opinion, one could be extremely smart and knowledgeable, but if one cannot communicate well and behave unethically towards colleagues, subordinates, and staff, everything will eventually fall apart. Therefore, it’s essential to be sincere and generous to others as this will ultimately yield positive outcomes.”
Shieny’s journey of success is an inspiration to all those who dream big but are faced with challenges in achieving them. From her childhood dreams of becoming a car racer, journalist, and fashion designer to owning and managing a hardwood flooring business, Shieny has never stopped pursuing her goals. Along the way, she faced obstacles but overcame them with her determination, passion, and hard work. She takes pride in her business, Whole Wood, and providing clients with high-quality products and personalized services. While she pushes the envelope to explore more opportunities in the advertising field in Indonesia, Shieny acknowledges that success bears no limits. Shieny Chung’s story is a testament to the power of Risks, Resilience, and Rewards.
SHIENY CHUNG @shienychung
Creative Director: BARBARA LEE SYCIP @bsycip
HMUA: JOSETTE VIGIL JELVEH @onsetwithjosette
Jewelry Provided by: BARBARA LEE @bybarbaralee
Copy Editor: KIEDO VILLANUEVA @kei_villanueva
Art Director: NIGEL JOHN DEL MUNDO @nigeldelmundo
Photo Assistant: ANTON GOTTI @antongotti
Photographer: VINCENT GOTTI @vinniegotti