Where craft meets continuity: How Luzerne CEO Elaine Lek is shaping the Singapore tableware brand for the world

Lek began by shaping the company’s global brand strategy, later stepping into operational leadership before assuming the role of CEO in 2023. Along the way, she played a pivotal role in repositioning Luzerne not just as a manufacturer of fine china, but as a design-led brand with international resonance. Founded nearly eight decades ago, the brand has grown into a globally recognised name in fine china tableware. Today, its presence spans more than 60 countries and its tableware is trusted by leading hospitality brands, airlines, and chefs worldwide.

As a third-generation leader, Lek occupies a unique position that straddles continuity and change. Yet for her, the role is not about preservation alone. “As the third generation, my responsibility is to build the brand equity of Luzerne,” she says. “Not simply to inherit a role, but to contribute with clarity and my own voice.”

That voice has been shaped as much by her corporate years as by her upbringing. Where previous generations led with grit and instinct, Lek brings a different view–one informed by strategy, systems, and global exposure. 

“In corporate environments, I learned structure and scale,” she explains. “But the business was never truly mine. At Luzerne, I can combine that experience with a sense of ownership and purpose.”

Lek’s leadership approach blends discipline with empathy, and tradition with evolution. She speaks often of balance: between family and professional dynamics, between heritage and innovation, between operational rigour and creative expression.

“I lead with collaboration,” she says. “I believe in empowering teams, welcoming diverse perspectives, and creating space for new ideas—while staying anchored in our values.”

The values of integrity, quality, and relationships remain, in her words, “non-negotiable.” But how they are expressed has shifted under her leadership. Luzerne today is as much about design and storytelling as it is about manufacturing. Collections are conceived with intention, collaborations are pursued with like-minded partners, and the brand’s reach continues to expand globally.

At its core, Luzerne is about something more emotive and experiential. Lek describes this as “The Everyday Best”, the idea that even the most ordinary moments can be elevated through intention and design. “Food brings people together. The table is where conversations happen, where relationships deepen, where memories are formed.”

It is a philosophy that reframes tableware not as a backdrop, but as a conduit for human connection. Whether in Michelin-starred restaurants or private homes, Luzerne pieces are designed to elevate those moments quietly, consistently, and without excess.

This balance between form and function is central to the brand’s enduring appeal. In an industry driven by fast-moving trends, Lek is deliberate in her resistance to chasing them. “We don’t follow trends for the sake of it,” she says. “We focus on purpose—on creating pieces that feel contemporary, but remain timeless.”

That clarity of vision extends to how she defines success. While commercial performance remains important, it is not the sole metric. “Numbers matter because they reflect discipline and sustainability,” she says. “But success is about what those numbers enable: building a brand with longevity and earning trust globally, while staying true to its values.”

Luzerne’s sense of purpose extends beyond design into impact.

In 2025, to mark Singapore’s 60th year of independence, the brand launched the SG60 Diamond Collection, a series of handcrafted ceramic pieces created in collaboration with Singaporean watercolourist Ng Woon Lam to chronicle the nation’s journey through art. More than a commemorative collection, the initiative channels proceeds towards social causes, supporting over 30 social service agencies, with a particular focus on mental health, alongside issues such as suicide prevention and dementia care.

In case you missed it: Plates with purpose: Luzerne’s SG60 Diamond collection tells the story of a nation

It is a cause that resonates deeply with Lek, who has become a fierce advocate for mental health awareness and support. Under her leadership, Luzerne has increasingly embraced initiatives that extend beyond business. Sustainability, in particular, is a central pillar of the company’s future. From refining production processes to exploring circular initiatives such as trade-in programmes, Lek is steering the company towards more mindful practices. 

“These initiatives reflect where we’re headed,” she says. “A brand that grows globally, but remains deeply mindful of its impact.”

Ultimately, Lek’s leadership marks a continuation of the values she grew up with, but adapted for a new era. If her grandfather built the business with grit, and her father expanded it with pride, her chapter is defined by stewardship: the careful balancing of past and future, people and progress.

Leading Luzerne, she notes, has deepened her understanding of responsibility. It has also sharpened her sense of purpose—not just to sustain the business, but to leave it stronger for the next generation.

“What excites me most,” she says, “is building Luzerne into a true Singaporean brand. One that gives back to society, preserves its heritage, and makes my grandfather and father proud.”

In the end, the story of Luzerne is not just about tableware. It is about the continuity of values, craft and quiet excellence that’s carried forward by a leader who understands that the most meaningful transformations are often the most considered.

And, much like the pieces it creates, designed to stand the test of time.

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