As the married couple behind the clothing rental app Style Theory, Raena Lim and Chris Halim are not only connected by marriage, but also by business.
This “definitely has some really good benefits,” Halim told CNBC Make It.
And it also has its disadvantages: “You have to work longer hours,” laughed Lim.
But after spending five years perfecting their approach, the 32-year-old couple has advice to share with other couple co-founders — both in and out of the business.
Play to your strengths
First of all, it is crucial that each individual identifies specific areas of focus that express their strengths.
“Chris is very analytical and therefore cares a lot about business and financial decisions,” Lim said of her husband, who is the managing director of the Singaporean fashion company.
I will designate focus areas that belong to her and I will designate focus areas that belong to me.
Chris Halim
Co-founder and CEO of Style Theory
“Rae is much more focused on the brand side, the people side and the operational side,” Halim said of his wife as chief operations officer.
Each party should then own these areas and take responsibility for important decisions.
“The focus areas that are hers, she will determine, and the focus areas that are mine, I will determine. That worked out quite well for us,” said Halim.
Separate work and leisure time
This demarcation should also extend to the separation of work and pleasure, the couple said.
Although this wasn’t always easy – especially in the company’s early days – they say it was crucial to their effective and harmonious work.
“The first few years were hard,” Halim said, noting that they worked Monday through Sunday and didn’t take a vacation for “a long time.” “But we learned,” he said.
“We had five years to refine it,” Lim added. “Weekends are for personal life and we really make the most of the weekdays to make sure we actually get our work done.”
Build a strong team
Much of this structure was made possible with the help of their 150-person team, the two said.
“What really keeps you going is finding people who are very passionate about the mission you are pursuing. In difficult times, they are actually the ones who give you more courage than yourself,” Lim said.
The 100 percent alignment is really, really helpful and super important when you make important decisions together.
Chris Halim
Co-founder and CEO of Style Theory