Podcast highlights:

00:50 Eddie Lee shares with us his story of how he and his wife started Love 18. He was inspired by how chocolate is one commodity that you can sell to everyone in the world and thats how huge is the market for it. He also shared the trends of chocolates in Asia where 80% are candies, sweets which are not healthy and if somebody wants a quality chocolate they have to pay a lot. This is the gap that they are trying to fill through Love18.

13:16 Eddie talks about his business model of Love18 and how his team is the key to the success of the company. The sales people are the ones who are the Love18 brand effectively as they are the ones who are engaging with the customers. He is inspired by Apple experience on how they communicate the message to the brand ambassadors and bring it out to the consumers.

29:00 Graham and Eddie discusses on how brands like Uniqlo and Zara are able to produce quality at affordable price exactly what Love18 is doing with chocolates. How you position yourself is very important like Zara's positioning is- you are wearing Armani quality apparel at Zara price. They don't compare themselves to other mass stores. Similarly if you are eating Love18 chocolates, it is Godiva quality at Love18 price.