Co-founded by Heng Cher Gee (CG) and Joshua Levi Rasen (Josh), WTF Studios, a crystal jewellery brand with a cafe, is more than just a business—it’s a testament to resilience, passion, and the serendipitous ways life unfolds.
CG and Josh both hailing from the hospitality industry bring a wealth of experience from their time as hoteliers, where they honed their skills in structure, service, and systems while mastering empathy, teamwork, and leadership.
Their transition from hospitality to the crystal business might seem unexpected, but as they put it, “Life has a funny way of connecting the dots.”
“We’ve tried and failed multiple businesses; such as direct selling, events, training, YouTubing, writing books, developing an ecommerce marketplace, etc. However, everything we’ve touched, even in the slightest of ways, has added value, layers, and texture to what we do today,” said Josh.
The duo’s journey into the world of crystals began unexpectedly. In 2013, they started as a customised accessory business, crafting fashion jewellery and accessories. Despite their passion, something felt missing.
Struggling to make ends meet, they were facing imminent bankruptcy.
“Even though we were passionate about designs and artistry, it was not enough to keep us alive. We found ourselves less than 60 days away from bankruptcy and losing everything we’ve ever built but thankfully we turned it around in time,” he said.
It was during this challenging time that a series of events led them to discover the transformative power of crystals.
A chance encounter with crystals
As they were grappling with financial difficulties, Josh had a profound moment of clarity. After a heartfelt prayer for guidance, he felt inexplicably drawn to a nearby crystal shop.
Although initially sceptical, Josh bought a bracelet and a pocket stone, which dramatically changed their lives within two weeks. They realised that the crystals had enhanced their focus, clarity, and intuition, setting them on a new path. From that moment, CG and Josh embraced their newfound passion.
Each month, they bought strands of crystals to create bracelets, which sold almost immediately, often being the most expensive items in their shop.
This marked the beginning of WTF Studios, where they followed what was thriving in their lives, turning a simple idea into a full-fledged business.
“We fully transitioned the business in 2015 to the point it became a crystal-focused business,” he said.
A sanctuary for healing and connection
Today, WTF Studios is more than just a retail space. It’s a holistic sanctuary where customers can experience crystal healing in a unique, serene environment with an F&B space.
Visitors can enjoy crystal-energised water and tea from their cafe, participate in DIY workshops, and attend intimate healing events.
“Today, nothing ever leaves our bar or kitchen, without being ‘energetically connected’ to our menus and crystals,” shared Josh.
Their “Journey Back To You” workshops offer a comprehensive experience, including crystal tea sessions, healing and manifesting activities, jewellery making, and private readings.
WTF Studios is supported by a dedicated team, including Shu Han and Elise at Gurney Plaza, who are the main designers and readers for that outlet, and Indran, the caretaker of their studio.
But the couple’s vision extends beyond their shop at Gurney Plaza, Penang. They aim to create a space where people can find peace, clarity, and connection.
Philanthropy is also a core value for CG and Josh. Before the pandemic, they dedicated 10% of their profits to societal contributions. They’re committed to resuming these activities once they achieve financial stability.
Overcoming adversity
Like many businesses, WTF Studios faced significant challenges during the COVID-19 pandemic.
They opened their doors on December 24, 2020, only to shut down again on March 1, 2021, due to lockdowns.
For nearly three years, they kept the dream alive, visiting their studio regularly to maintain the space, despite financial strains.
“We relied heavily on WTF Bracelet to keep the dream alive, burning away the money needed for rent and utilities in the hopes that we can somehow bring it back to life someday,” said the founder.
Their persistence paid off. Since reopening on January 1, 2024, they’ve seen a mix of local and tourist visitors, slowly rebuilding their following.
While their crystal jewellery remains the primary revenue driver, they continue to innovate and expand their offerings.
Peering down the road
Looking to the future, CG and Josh have ambitious plans. They aim to expand their market by offering self-awareness talks to companies and educational institutions.
They’ve also launched free mini crystal reading sessions to attract more visitors.
Their long-term vision includes creating a private healing space, a crystal reading lounge, and accommodations for travellers. They also aspire to expand their brand globally, starting with Kuala Lumpur.
CG and Josh’s story is a reminder that every struggle, every setback, and every unexpected turn can lead to something beautiful and meaningful. As they continue to serve and heal others, their journey is far from over. And in their words, “The universe doesn’t make mistakes. Nothing just happens.”
- You can learn more about their business here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: WTF Studios