How a Singapore glass window company charts a clear vision for its future

Sapphire Windows was launched in 1989, starting out in a small terrace factory before progressively moving to a 27,000 sq ft building in 1998. Its current premises is a short drive from Changi International Airport and is housed in a new building that employs its lower levels as factory facilities, with precision machinery that produces its glass and window products. The fourth floor serves as its corporate headquarters, with offices and meeting rooms.

Notably, this fourth storey also houses entertaining facilities such as a voluminous living area, bar zone, an entertainment room with home theatre and karaoke system, outdoor terrace and even a multipurpose sports hall, incorporating two badminton courts. “[It’s about] promoting the company through fun, events and games; people can sing a couple of songs over a beer,” says Jeffrey. “The badminton courts are for the use of our staff as well as for building ties with contractors, architects, design firms, homeowners and potential clients; anybody who wants to build a relationship.”

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Sapphire Windows turned to Singapore-based firm Design Intervention, which it had worked with on prior projects, to craft its new offices and showroom.

“Essentially, the design is that of a home, within a factory space in a factory building. We want people to come in here and have a feel of the doors and windows [in real-life settings] and know that we are a trustworthy company. We listen to our customers’ needs and co-create what they want. We always try to fulfil their wishes even though we may have not done [created] it before. I think that is one of our strongest points.”

Sapphire Windows works primarily on landed residences that require durable and high-quality glass windows and doors. Its product offerings include top-of-the-line windows and doors that are easy to maintain and highly effective for sound and heat insulation and security purposes. The firm also offers slimline windows with a sightline of only 20mm that can span up to 8m tall and be fully motorised. Sapphire Windows can also engineer and manufacture exceptionally large doors; it once created a massive 6m-tall door for a private residence in Singapore.

“We really believe in our products,” says Ken. “Our products really solve problems for people who may need peace and quiet during the day. Some of our clients include doctors and pilots, who sleep at odd hours during the day and don’t want to be disturbed by external noise.”

Besides working on Singapore homes, Sapphire Windows also exports products to Indonesia and Taiwan and has worked on ad-hoc projects including a palatial home in Cebu, the Philippines, as well as Banyan Tree Seychelles, a resort in the archipelagic state located near East Africa. The firm hopes to gain more business in foreign markets soon.

“We invested in a high-speed, high-precision machine to increase our output, so we are looking for opportunities to expand overseas, probably by working with local agents first. We also hope to launch new products every year,” says Jeffrey. “We want clients to know we are here for the long haul. My kids are here, so the second-generation is in place. We have already been in business for 33 years, so hopefully [we’ll be here for] another 33 years. With the new building, we’re banking on something bigger. It’s really quite tough in this market, everybody tells us that, but we’re still around, and we’ll soldier on.”

He adds: “I am passionate about my work, and the second generation are too.” Even today, Jeffrey still makes frequent visits to the factory floor to teach his workers. “Our competitors may also be family owned but are CEO-run, so I don’t think their passion can beat ours.” Incidentally, Jeffrey also coached his two sons in the finer points of window-making in the factory when they were growing up. “He is very hands-on, and his passion is infectious,” says Ken of his father.

Before we leave, the founder takes us on a tour of the fourth floor, which culminates in a visit to the two badminton courts. Gleaming under the bright bay lights that illuminate the cavernous hall, the inviting, blue-floored spaces recall a more nostalgic time, when budding feelings of kinship and belonging were forged in the heat of youthful, sporting vigour. If this collaborative fervour and team camaraderie are also part of the key to successful business relationships, then the family-run firm has certainly succeeded here.

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