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Ling's moment story began in 2005 when Elaine met Sum in Los Angeles. Elaine was hard at work in a jewellery trading company that she says "didn't have a lot of heart" and was itching to do something entrepreneurial and meaningful. Meanwhile, Sum was working a full time job and startup a homebased business to sell autoparts on eBay. Elaine was eager to enter the world of ecommerce and Sum had the know-how, soon they decided to start a business together.

They began selling silver jewellery and received great feedbacks. The business was going well, however, the two felt they were merely selling but not sharing, that they are not making any differences. At the time, Elaine was helping her friends with their weddings. That's when she found every couples are so unique. There are as many way to get married as there are ways to love. However, there are not as many wedding products out there to choose from. This thought enlightened the two partners to turn to the wedding industry and start to design and make their own wedding products.