Detail

From running a small online shop at 14 to founding multiple ventures across Southeast Asia, Jeslin Bay's story shows how the right foundation can turn early ambition into lasting enterprise.

Jeslin Bay has always dreamed of being an entrepreneur. Even as a teenager, she was already experimenting with small ventures and learning the basics of selling online.

"When I was 14 years old, my friends and I were already selling makeup online," she recalled.

Today, Jeslin is the Co-Founder and Group CEO of BlackStorm Group, a firm that helps companies expand across Southeast Asia through innovative scaling and corporate strategy. But her ambitions couldn’t have been realised without the foundation she gained at Singapore Polytechnic.

Growing an Interest

In 2011, Jeslin enrolled in SP's Diploma in Human Resource Management with Psychology (DHRMP) with a clear purpose: she knew that no matter what type of company she built, she would need to understand how people worked.

"People management is always important, regardless of where I want to be or what I want to do in the future," she said.

The diploma, one of the few of its kind across the polytechnics at the time, was a natural fit. The combination of business and psychology gave her an early understanding of how organisations function and how people interact within them. What further appealed to her was the polytechnic environment, which emphasised applied skills, creativity, and real world relevance over purely academic study

Studying the Ropes

During her time at SP, Jeslin consistently remained on the DHRMP Honour Roll. This achievement was particularly meaningful given that she described herself as an average student prior to her diploma.

"It was SP that gave me a drive for achievement," she shared with pride. “I was even the top student during Year 2.”

Jeslin learned early that prioritising her academic goals meant staying disciplined and consistent. Together with the communication and teamwork skills she developed through the DHRMP’s collaborative structure, these habits carried her into university. In 2017, she graduated with a Bachelor of Business Administration (Distinction) from the National University of Singapore and made the Dean’s List.

The Road to Entrepreneurship

One of Jeslin's earliest roles included internships at Maersk Drilling and a boutique consultancy firm, where the international environment and exposure to business owners introduced her to different cultures and working styles. From there, consulting became a natural stepping stone to entrepreneurship, as it allowed her to gain insight into the real challenges businesses face.

Over time, her collective experience led to the founding of BlackStorm Group. Today, the firm helps companies expand into Southeast Asia by identifying strategic partnerships, navigating market requirements and advising on localisation.

But building credibility in a male-dominated industry as a young woman was not without friction. "Initially, people did not take me seriously," she said candidly. "Being confident and assertive is very important. You need to know how to speak up for yourself."

This mindset inspired Jeslin to co-found SHINE APART, a content and commerce platform that focuses on personal branding. For her, the venture reflects a broader belief about being unafraid to stand out in professional environments. Confidence, individuality and authenticity can help people distinguish themselves in competitive spaces.

Staying Ahead of the AI Curve

Technology has become an increasingly important part of Jeslin's work. Through Project Asia Data, a division of BlackStorm Group, she provides AI training to organisations integrating new technologies into their operations. Her team has also partnered with the ASEAN Foundation and the National Library Board to offer free AI training to thousands of registered small and medium enterprises across Singapore.

With all the excitement surrounding AI, Jeslin believes the biggest challenge lies in how organisations implement it. Without clear policies and processes, AI adoption can become fragmented across corporate divisions.

"The difficulty of utilising AI is not about the technology. It's about the processes," she said. When AI is deployed thoughtfully, it has the potential to improve efficiency and support better decision-making across the board.

Investing in the Next Generation

Even with a full schedule as an entrepreneur and a mother, Jeslin stays connected with SP, regularly returning as an alumni speaker and mentor to students.

Her message is straightforward. Academic success is valuable, but it does not define the entire journey. She encourages students to stay curious, build networks and remain open as industries evolve, especially with AI reshaping the way businesses operate.

"Whatever you study may not be what you do in the future. Try attending networking sessions and events to stay attuned to the wider, changing landscape.”

For Jeslin, it was the values she discovered at SP that mattered most, shaping the way she builds on and expands her many ventures.