Meet Melissa Wix, a Miss Grand Singapore finalist, entrepreneur, and one of Singapore’s early live-streaming pioneers. From representing Singapore in international beauty pageants to building businesses in aesthetics, live commerce, and social media, Melissa has carved out an unconventional path driven by persistence, adaptability, and a strong entrepreneurial spirit.
Over the years, Melissa has built a strong following through platforms such as Facebook Live and TikTok Shop, where she became known for her energetic live-selling sessions and business acumen. Beyond pageantry and online success, she continues to explore new ventures while balancing the pressures of entrepreneurship, public attention, and personal growth.
You have represented Singapore in multiple international pageants. What have those experiences taught you about resilience and self-belief?
The first international pageant I joined was a very humbling experience because I had no prior experience and did not expect to win. Of course, when I was not called into the Top 10 and got eliminated early, I felt disappointed.
But over the years, I kept joining pageants and continued improving. One thing I have always believed in is that once I set my mind on something, I never give up.
Beyond pageantry, you are also an entrepreneur involved in aesthetics, live streaming, and various business ventures. What made you move into business?
A lot of people ask me this because neither my parents nor grandparents were business people. But ever since I was young, maybe even in primary school, I already enjoyed selling things. I used to sell slime to my classmates.
Later on, when I was a teenager, I started doing blog shops selling clothes. My first real business was when I was 18 and opened a shop at Bugis Street selling various products.
Since then, I have constantly started different businesses. Of course, people only see the businesses that succeeded, but there were also many that did not work out. I honestly do not know where this entrepreneurial spirit comes from, but I really enjoy building businesses. I also realised quite early that I probably could not work a typical nine-to-five job.
Your business has achieved very strong results on TikTok Shop. Why do you think live-stream commerce has become so powerful today?
I started live streaming about nine years ago, long before TikTok Shop existed. Back then, it was mostly through Facebook Live. At the time, many people viewed live streaming as a low-class job. I was a broke teenager then, so I treated it as extra income and pocket money.
Over time, my audience grew and I started earning more money. Initially, I thought it was just a passing trend, but eventually I realised the industry was growing rapidly. The biggest turning point was actually COVID-19. After the pandemic, live streaming became mainstream. TikTok Shop expanded quickly, and even actors, influencers, and YouTubers started live streaming.
I think live-stream commerce is so powerful today because people now realise how much money can actually be made through it compared to many traditional jobs.
What was the biggest lesson you learned while building your business?
The biggest lesson is to never give up. Even for businesses that I closed years ago, I sometimes reopen them and try again because timing and experience matter.
The second lesson is to be careful of burnout. I handle many businesses, pageantry commitments, and other projects at the same time, so burnout is something I have dealt with multiple times. I had to learn how to better manage my work schedule and rest time.
You have built a strong online presence over the years. How important is personal branding today?
Honestly, a lot of people ask whether I consider myself an influencer, but I personally do not see myself that way. I started live streaming simply because I enjoy selling products. I genuinely enjoy sales and interacting with people.
As live streaming grew, naturally more people started recognising me. I also started using TikTok during COVID-19 to promote my earbud business.
I would not say I intentionally focused on personal branding. Most of my social media content is simply about sharing my achievements, work-related updates, or thoughts. I think the online presence came naturally because of the work I do.
What does success mean to you today?
Success means having enough passive income to retire my parents, support myself comfortably, save for the future, and enjoy life without constantly worrying about money.
What is your vision for Singapore in the next five years?
I think Singapore will continue seeing more foreigners entering the country, which is not necessarily a bad thing. When I was younger, I used to complain that foreigners were taking jobs away from Singaporeans. But after becoming a business owner, I realised how important foreign workers are, especially for roles that many Singaporeans do not want to take on, such as warehousing and pet-care related jobs.
I also hope Singapore continues growing as a hub for AI and technology-related industries.
If you could have a superpower for one day, what would it be and why?
Probably mind-reading. Because of my social media following, live-streaming career, and pageantry background, it can sometimes be difficult to tell whether people genuinely want to be friends with me or whether they are approaching me because they want something from me.
Sometimes people may want financial benefits, connections, or opportunities. It can be difficult to know people’s true intentions, so if I could read minds, I would know who is sincere and who is not.
Connect with Melissa: Facebook and Instagram.
Melissa is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
