Beyond the Bling: Picture Perfect Personalisation

Serene Seah-Ma is the passionate Founder and Director of Freia Aesthetics and Freia247. Over a span of less than nine years, she has seamlessly transitioned from the world of finance to helm an award winning group of medi-spas in Singapore and Malaysia. Her journey to making a mid-career switch is a bold testament to perseverance and a relentless spirit of learning and curiosity. Her meticulous attention to detail is evident in everything she does, from curating innovative facial and scalp treatments to ensuring every client’s experience is wonderful. Her philosophy is clear: true confidence begins with radiant, healthy skin. As is her vision: to empower her clients (with the right skincare knowledge) to attain the “best” and healthiest skin they possibly can, in any season of their lives.

A Journey of Discovery

Serene’s first impression of the BMW Eurokars Experience Centre was en-pointe with a sense of understated elegance, serenity and precision. The harmonious blend of greenery and style, while not being overly opulent, too reflects the values she holds dear. The center reminded her of an inviting escape, a “Home away from Home” where exclusivity, style & comfort resides; which resonates so well with her own philosophy of a quiet luxury lifestyle.

Understanding True Empowerment

We speak of  “Empowerment” so much in today’s world. To Serene, Empowerment is more than a word - it’s a philosophy she embodies daily . As she explored the BMW Eurokars Experience Centre, she saw empowerment come to life — where customers are encouraged to shape their own drive experience; akin to how she empowers clients to take charge of their skin health by understanding what their skin needs. “Empowerment is about having someone believe in you and giving you the confidence and authority to act,” she reflects. For Serene, this “person” was her better half in Dr Harold Ma, her work and life partner - who handed over the reins of the Freia Group to her 9 years ago. At BMW, we equip our customers with knowledge and self sufficiency to understand the real you. Regardless of who you are, we empower you to be the best version of your (driving) self; the same way Serene equips her clients to be in the driver’s seat of their skin journey, armed with a deeper understanding and knowledge of their skin needs.

Despite her petite self, the BMW XM caught Serene’s eye. With its customisable features, the XM allows each driver to create a driving experience uniquely theirs—a perfect parallel to the personalised care that. Serene advocates in her work. The car’s ability to accelerate from 0 to 100 km/h in just 4.3 seconds and its remarkable 653 horsepower make it not only a powerful machine but also a reflection of individual strength and precision—qualities that Serene values greatly.

The Power of Personalisation

Personalisation is at the heart of Serene’s work, shaping her approach to skincare and beyond. Her bespoke skincare protocols are crafted with the same dedication to individuality that drew her to the BMW XM. The car’s ability to remember and adjust to individual seat settings and driving preferences is more than just a feature—it’s a reflection of BMW’s commitment to deeply understanding its customers. “When I set the car to my driving style and save that setting, it feels like the car truly respects my individuality. I can be who I was born to be - and that is how BMW empowers me” Serene says with a smile. “And when my husband drives, he can create his own settings. That’s what empowering personalisation is about.”

​A Reflection of Self in Every Detail

Serene’s collaboration with MADLY Gems further highlights her devotion to personalisation. The bespoke earrings she wears are not merely accessories but are an extension of her personality. “When I look at my MADLY earrings, I see Serene; not MADLY or anyone else,” she shares. This level of personalisation allows Serene to be herself, to express who she is, unconfined by conventional expectations.

Driving a Movement of Personalised Empowerment

For Serene, when she empowers personalisation at work, she helps clients navigate and simplify the maze of choices (be it treatments, skincare choices etc) based on an intimate understanding of her clients’ skin needs. And this is paramount to client experience. Similarly, be it her experience with the BMW XM, or her choice of jewelry, she champions the power of tailoring experiences to reflect individual identities. Her journey inspires those who seek to live authentically and empower others to do the same.

In collaboration with BMW Eurokars Auto and MADLY Gems, Serene’s story stands as a celebration of empowerment, resilience, and the unique journey of a woman, a wife, a mother, a boss.