Belgian by birth, Jonathan Roelandts is now a Singapore Permanent Resident (PR). After a 2 year stint in Investment Banking, he switched career tracks and joined Ethnicraft in 2010 as the Business Development Manager. In this position, he got acquainted with all the aspects of running a business - from sourcing, to production, sales, after-sales service and people management, and was inspired to launch Ethnicraft Online to get closer to the end-consumers. Since then, the business has expanded into Kuala Lumpur, Malaysia, and Shanghai, China, with showrooms in each of these cities to provide customers with an in-person experience of the design and quality of the furniture. Today, Jonathan is the Sales Director of APAC for Ethnicraft and the Director for Ethnicraft Online.