“Work is love made visible.”


Creativity & Heart

meet shoi & her team…  meet her partners…

Shoi-Yean Mak
Principal | Creative Director

“I love what I do and do what I love, with the people I love.  Every project is a gift, savored with delight… clients are treated like valued friends… team members are deeply cherished.”

Shoi is a professional designer and an experienced project manager. She has been designing for small & micro businesses, solopreneurs & authors since 2002. Her forte is designing elegant websites, online stores & visual branding.

In the mid-1980s, Shoi was an admin assistant in the BBC UK’s Politics & Current Affairs News Room. She then moved on to manage a London-based fashion house, coordinating their businesses worldwide… from manufacturing in China, to retail outlets all across Europe and the US. When she returned to Malaysia in the ’90s, she also ran her own interior design company before starting EMasters with Raymond Siew in 2002. In 2013, EMasters was restructured — and the design division was rebranded as Design by Shoi, an independent web & graphic design boutique.

Shoi also curates for Nusantara Collection, an online fashion & lifestyle store… and is the editor of It’s My Life, their lifestyle magazine.

When she’s not designing, Shoi indulges in her passions: fashion, movies, books, pretty things, her cat Angel, her son Mark. She loves an evening out with good company, good conversation & good food—preferably all at the same time.

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Jon Cully
Graphic Designer | Web Developer
Team member since 2008

“…works for tea & biccies.”

While consuming copious amounts of Earl Grey & digestives, Jon ensures that every single piece of bespoke graphic destined for the printers conforms to strict printing standards. His print-ready artwork is impeccable (as is his sense of humor).

Armed with a BA (hons) in Graphic Design from the UK, Jon relocated to Phuket, Thailand in 2006. He has 25 years of design experience for us to call upon.

When he’s not chained to his Mac, Jon may be found shackled to his dragon boat or playing darts or hosting quiz night.

Jason Henning
Web Developer
Team member since 2011

“Rock solid work and result driven focus.”

Jason has been in website development for nearly a decade. He is also a strong advocate for preemptive website security & backup.

Jason holds a BA degree in Journalism from University of St Thomas. He also studied at the National Theatre Conservatory, class of 2002.

Jason now specializes in website development—from building WordPress websites, landing pages & membership sites to integrating CRM systems & shopping carts. He also handles website security and backups for our clients—helping them plug known vulnerabilities (before hackers can exploit them) and tighten security through a number of best practice methods & tools.

This personable, easygoing Minnesota native now lives in Denver, Colorado with his beautiful wife and 3 kids (girl, boy and yellow lab). When he’s not building websites, Jason loves to act and make short videos.

Joelle Cottle
Web Developer
Team member since 2014

“Building your website isn’t just about making you look good, it’s about building connections. Connecting your business with your ideal customers, and connecting who you are with your business.”

Canadian-born Joelle is a professional web designer & developer with over a decade of industry experience. She is the person who weaves magic behind the scenes with strange codes and mouse clicks.

Joelle graduated with a diploma in Graphic Design from St. Lawrence College, Ontario. After college, she honed her skills in a traditional print & publishing design studio as an educational illustrator and graphic designer.

She discovered WordPress in 2007—and it was love at first sight. She’s been building WordPress websites ever since.

In her spare time, Joelle binge reads urban paranormal novels. Her guilty pleasures are Cream Egg McFlurries, iced coffee and burritos. Her min-pin Roxy helps with important office tasks and keeps her on track with your big project.


Through her partnerships, Shoi’s clients can now access a suite of organic & authentic Non-Platform Internet Marketing Solutions to bring their products & services — from the beautiful new websites & stores she has created for them — to market.

Non-Platform Internet Marketing Solutions

EMasters provides an alternative suite of Non-Platform Internet Marketing Solutions to SMEs in the Lifestyle niche whose value creation/unique value propositions are currently not well-served on social media & shopping platforms.

Design by Shoi is working together with EMasters to develop…

  • It’s My Life — a lifestyle e-magazine where curated businesses & brands can tell their compelling stories in an uncrowded & serene space, without intrusive ads)
  • A community of like-minded, independent e-publishers — to extend our collective reach
visit emasters

We invite you to share the journey at “Walking The Road Less Traveled” blog…  and join the conversations in “The Spiritual Realist in Business” Facebook community…

explore walking the road less traveledjoin the spiritual realist in business

It’s My Life
Lifestyle e-Magazine

A Celebration of Diversity…

It’s My Life tells beautiful stories of harmony in diversity…  across the different cultures, destinations & artisanal traditions from around the world.  At the very heart of this narrative is our evolving vision for It’s My Life…  a vision founded on harmony & inclusivity and a remembering of old values from a saner past.

It’s My Life is a tranquil space—like a peaceful Japanese tearoom—where readers can leisurely read & shop the stories.  She’s also an uncrowded stage where businesses & brands can be seen and heard, telling their stories to a captive audience.

Our stories are published on the magazine site…

read latest stories

We also send email editions to our subscribers…

view latest email editionsign up for the free e-magazine

Nusantara Collection
Fashion & Lifestyle Online Store

Lovingly Curated Objects of Handcrafted Luxury…  Timeless & Accessible…

Nusantara is an alternative way to explore & shop handcrafted luxury online.  Her concept of “timeless & accessible luxury” holds no allegiance to trends or prerogatives.

Nusantara is a space of tranquility for you to leisurely discover forever favorites, modern heirlooms & investment pieces for your wardrobe, home & well-being.

You’re making mindful & meaningful purchases to treasure for years to come…  while supporting heritage craft so they do not disappear from the face of this earth.

visit nusantara collection