"Growth comes from doing the hard things repeatedly, not just once and not when it’s convenient."

Seraphina has lived many lives within one lifetime, from flight attendant to entrepreneur, pageant finalist, surfer, and now founder of SUURV. But beneath every chapter is the same thread: a woman choosing to build her life on her own terms.

Split between Singapore, Switzerland and Indonesia, her days revolve around ocean rhythms, community, movement, and creating spaces where people feel safe to begin again.

In this edition of PORTRAITS, I'm excited to invite Seraphina to share her journey through discipline, resilience, softness, and the experience building a life beyond convention.

All photos in this post are courtesy of Seraphina,@seraphinayong.

01. Hi Seraphina, could you tell us a little more about yourself?

Hello to you reading this. I’m Seraphina, founder of SUURV Adventures and Shakaila Swim, both centred around creating community-driven experiences.

I started my career as an international flight attendant with Singapore Airlines, where I spent close to 10 years. It was a defining season of my life. I saw the world, developed strong interpersonal skills, and learned how to connect with people from all walks of life. During that time, I also completed a degree in Psychology.

In 2022, I built Shakaila Swim from scratch, focused on designing swimwear that fits as good as it looks while bringing women together through curated beach experiences. As my focus shifted toward SUURV, I decided to pause the brand and focus fully on building SUURV. It’s something I hope to revisit when the timing feels right.

Today, I create and host surf and wellness holidays through SUURV, designed for people who want to try surfing without overthinking the experience or feeling out of place. Surfing played a big role in how I rebuilt myself, and SUURV exists to make that journey easier for others to start.

Alongside that, I also create content and partner with brands across beauty, wellness, and lifestyle.

I now split my time between Singapore, Switzerland, and Indonesia. In many ways, my time in SIA still influences how I run my brands and structure my life today.

02. You're moved through very different chapters, from being an international flight attendant to joining Miss Singapore Universe (where you were awarded Miss Congeniality), to building Shakaila Swim and now SUURV Adventures. What has that evolution felt like for you?

When I look back, I sometimes wonder how I moved through all those chapters. But I’ve always held myself to a high standard, so pursuing each step felt natural at the time. I went through seven interviews over two years before becoming a flight attendant and that taught me early on that I don’t give up until I’ve exhausted every real effort.

Growing up with low self-esteem and being bullied for being skinny, each chapter of my adulthood shaped me differently. At 21, travelling the world as a flight attendant felt like a masterclass in poise, adaptability, and situational awareness. Each flight brought a new set of crew and passengers, which built my confidence and sharpened my ability to read and connect across different backgrounds.

After leaving the airlines, building my own brands made me realise that the growth wasn’t just in the business, but in who I was becoming through it. I had to face my own strengths, weaknesses, and ego, make difficult decisions, and take full responsibility for the outcomes.

Miss Universe Singapore was the first competition I ever participated in, and I saw myself challenging the narrative that beauty is tied to a woman’s age or status. As the oldest finalist, I stepped onto the stage with a grounded sense of self I wouldn’t have had earlier in life.

If there’s anything I’ve learned, it’s that growth comes from doing the hard things repeatedly, not just once and not when it’s convenient. Better than what we get, out of anything, is who we become in the process.

03. Looking back, was there a defining moment or shift that led you to choose a different path for yourself?

I’ve always felt wired a little differently. As a child, I was curious about what life looked like beyond Singapore, even before I knew how to pursue it. In school, I often thought and made decisions differently from my peers. As I transitioned into adulthood, I became more intentional about choosing my own direction instead of following what felt safe or expected. I also started travelling solo, which made me more comfortable navigating things independently.

There were moments where my life looked very different from the people around me. While some of my friends were putting down payments for their first homes, I was travelling the world. When others were starting families, I was starting businesses and competing in a pageant. That contrast taught me that there isn’t just one way to do life.

Leaving a stable career and starting two businesses from scratch weren’t impulsive decisions. They required me to trust my judgment and take full responsibility for the outcomes.

I’ve had my share of twists and turns in life. Things don’t always work out, but you learn to deal with it and move forward. Sometimes you have to start again. What matters is being honest about what’s working and what isn’t, and having the courage to make tough decisions and the discipline to follow through.

04. What drew you to build something around ocean and surf culture, especially coming from Singapore where those conditions aren't present?

Simple things like being under the sun and taking dips in the ocean have always been how I slow down and reset. I used to go to Palawan Beach at Sentosa on weekday mornings, find my usual spot, and most of the time, have the beach to myself.

At 29, I started going to surf camps in Bali on my own. I didn’t grow up playing sports, so I had no idea if I’d even be good at it. But after my first wave, I was hooked. I liked how simple it felt. You’re out in the water, focused, present, with nothing else pulling your attention. At the same time, it challenges you in ways that go beyond just the physical. I’d fall, laugh it off, paddle back out, and go for the next wave.

Having fun and feeling safe mattered more to me than catching every wave. Of course I’d love to, but I learned to focus on progress instead of perfection. When you enjoy something, you naturally want to keep showing up, and that’s how you get better.

I didn’t want people to feel like they had to figure it out alone or be intimidated to even start. I built SUURV to make that first step easier and more supportive, so they can focus on themselves and the experience.

05. What does a typical day look like for you during a SUURV Holiday?

I’m constantly making decisions and adapting to my guests’ needs. The ocean doesn’t run on a fixed schedule, so a big part of my role is staying present and flexible while making sure my guests can fully switch off and be in the experience.

Before guests arrive, I’m already on-site doing safety and cleanliness checks across the villa and preparing their spaces for surf sessions. It reminds me of my time in SIA, where a lot of care goes into what guests experience behind the scenes.

During the holiday, my days can start as early as 5am, getting everything ready before we head out to surf.

Mornings are usually spent by the ocean. While guests are in the water, I’m on the shore coordinating breakfast and keeping an eye on everyone. Their safety and experience always come first. When I can, I’ll join them in the water to catch a few waves, or simply be there to cheer them on.

Afternoons are more relaxed. Guests have time to rest or explore while I work with the team and adjust plans based on the surf conditions.

Evenings are slower and more intentional. We come together over meals and wind-down sessions. That’s often where conversations deepen and people really get to know each other.

It comes with a lot of responsibility, and that’s something I take seriously.

06. There's a strong sense of freedom and movement in what you do now, what does "freedom" mean to you personally?

Freedom to me is being able to create my path and build a life around what matters to me. It means deciding how I spend my time, what I commit to, and taking full responsibility for how it turns out. It’s not always easy, but I’d rather make those decisions myself than follow what’s expected.

07. You've spent a lot of time moving between Europe and Asia, how do you stay grounded while constantly in transit?

I keep things very simple. Sleep is important to me, so I plan my flights in a way that helps me adjust to the local time and reduce the strain of jet lag. I’ve also learned to listen to my body and give it the uninterrupted rest it needs, without feeling guilty.

Even though I used to travel a lot as a flight attendant, long flights and disrupted body clocks are still the hardest parts for me to manage. If I’m lucky enough to get a window seat, you’ll usually find me gazing at the clouds. I find it meditative, like a small pause from schedules, responsibilities, and constant movement.

In Switzerland, it’s easier because we live in the mountains. Mornings are still. You hear birds singing and the air feels cleaner and crisper than what I’m used to in Singapore. I’ve also come to enjoy simple routines like preparing meals from scratch and having nature walks with my partner.

When I’m back in Singapore, I’m more conscious about not overfilling my schedule the way I used to.

Staying connected to my family and a small circle of friends no matter where I am also helps me feel anchored.

08. How do you take care of yourself, both mentally and physically, especially when you're holding space for others?

Holding space for others requires presence, and I’ve learned I can’t do that well if I’m running on empty. You can’t pour from an empty cup, so I’m intentional about how I manage my energy. For me, self-care isn’t aesthetics, it’s a responsibility. If I’m not grounded, it affects how I show up for others.

Physically, I move most days, whether it’s strength training, pilates, or getting into the water. It helps me clear my headspace and come back with more focus.

Mentally, I don’t try to optimise every moment. I’m more deliberate with my time and don’t fill every gap in my schedule. I also tend to hyper-focus when I work, so I make a conscious effort to step away occasionally, even if it’s just for fresh air, a short nap, or a few minutes of staring into space.

That allows me to show up more present and intentional with the people around me.

09. Having experienced some of Eartha's rituals, is there a particular product or range that has resonated with you?

Definitely the Summer Reverie Body Oil. It always travels with me. I use it after surfing and tanning to nourish my skin. I love that it doesn’t feel greasy and gives me a really nice, healthy glow. My partner loves the scent as well.

10. Lastly, for anyone who is looking to embark on their own entrepreneurial journey, what is one piece of advice you've carried with you through your experiences?

I’d say act on it now. Every second that you hesitate to do something, somebody else is already doing what you are still thinking about. You won’t have clarity at the beginning and you build it by doing. What matters is that you start, put it out there and improve along the way.