BCBusiness

BC B U S I N E SS NOVEM B ER/ D ECEM B ER 2025 | 7 7 From community events to late-night chats, newly launched Meyu's Instagram feed tells their story of starting a small business in Vancouver. Here's how they used social media to build a loyal following months before opening. Whiff of genius No product, no problem. Shipping hiccups delayed their launch, but instead of disappearing, co-founders Felicia Chan and Pammy Ongsangkoon leaned into transparency and authenticity. Ditching the hyper-polished, luxury-feel aesthetic, they used Instagram to document every step—sharing wins, flops and founder feels from day one. 289 likes 11.3k views Note to self: Talk to strangers Trust your gut—even if you cold email 100 cafés and only one gets back to you. Shift- ing their content from product promo to community impact, Meyu's first two Between Us gatherings sold out fast. Shared via socials, the event brought strangers together to talk, connect and experience the brand's values offline. 219 likes 15.5k views Behind-the-scents moments For an Asian-inspired brand, partnering with a fragrance manufacturer based in Thailand just made scents. They took followers along for their aro- ma-tasting trip—sharing the selection process, sample sniffs and how each scent is created with intention—like Arun, a crisp white tea and floral blend inspired by childhood memories of family hotel stays in Asia. 134 likes 5.6k views Meyu takes followers on a scent-imental journey How the Asian-inspired scents brand built trust, community and real engagement well before launch day. —By Vivian Chong S CIAL C U E S Eventually, Chellouf signed up for BCIT's "Student for a Day" program, which allows prospective students to audit a class. He attended during "Condo Week," when par- ticipants wire a 120-square-foot mock condo with lights, receptacles and blueprints. On site, Chellouf picked the instructor's brain and walked around talking to students ("Who were half my age," he says). The expe- rience convinced him to take the leap and enrol full-time in the institute's Electrical Foundation program. As graduation approached, Chellouf faced the challenge of breaking into a new industry. Unlike in cooking—where you could volunteer for a shift or meet a chef through connections—trade jobs often meant submit- ting online applications alongside dozens of others. Some postings drew 90 applicants in just 24 hours, and his early efforts went unanswered. So, he went old-school: picking up the phone. Calling Western Integrated directly con- nected Chellouf with the firm's operations manager, and an interview soon followed. The hiring team was intrigued by his resumé, recognizing the work ethic forged through years in professional kitchens. Soon after, he joined the company as a Level 1 apprentice, working on a major lighting project at YVR and earning about the same as he had at the peak of his cooking career. Yet, starting over came with its own humbling—and often funny—moments. "In December, I was teaching people how to make fine dining cuisine and how to prop- erly sear the perfect steak," Chellouf recalls. "Now, I'm an absolute beginner learning a new skill from square one." Chellouf is in the trades to stay. He's aiming for his Red Seal within five years, with dreams of moving into a foreman role or even teaching again. For now, he's relish- ing life "on the tools"—and while the occa- sional private dining gig keeps his culinary skills sharp, the kitchen chapter is other- wise closed. The career leap, he says, brings "mostly just excitement"—along with deep gratitude for the friends and mentors who helped him make it.

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