Esther Leong, Class of 1989

After leaving Croydon High, Esther went on to study a BA (Hons) in Modern History and Politics with Economics at the University of Southampton, International Relations and Affairs at Sorbonne Université and more recently, China CEO Program, Business/Commerce at Cheung Kong Graduate School of Business.

Esther is an intrapreneur turned entrepreneur, a resourceful, energetic, and passionate leader. She founded New Chapters, a luxury lifestyle company that partnered with British heritage brands to provide exclusive, insider experiences for affluent Chinese individuals, particularly those who wished to educate their children on Western culture. The company’s trips carried themes such as “Aristocratic Britain” (training included etiquette and shooting). Over time the product offering developed to be more academically orientated, and the company worked with organisations such as the RSC, Natural History Museum and Louvre to deliver experiential learning travel programmes from “Napoleon and the Birth of Modern Europe”to Shakespeare and Communication.

Pre-Covid, New Chapters specialised in experiential learning programmes for outward-looking, internationally minded Chinese families. These parents recognised the opportunity to inspire their children outside of the classroom. They understood that success in today’s international world comes as much from life skills, such as leadership and creative thinking, as academic results.

The company has been described by historian Andrew Roberts as a “trailblazer” in its approach to educational travel. It is now turning its attention to online learning and is excited to be working on an equally trailblazing and innovative approach to e-learning.

Esther is embarking on a new start-up (currently “Untitled”), inspired by her old educational travel business, which essentially was about experiential learning. “Covid put a big halt to it, so we racked our brains as to how to deliver the essence and benefits of it online, and… Untitled was born. Untitled’s ambition is to inspire and engage students to learn through game-based learning, strongly melding entertainment and education.”

We asked Esther what aspects of Croydon High School she enjoyed most and found most rewarding. “I loved the playing fields. I thought the sports facilities and resources, generally, were great. I liked that it was open to new ideas if we had the get-up-and-go to make it happen; I’m thinking about the Fashion Show we staged and the founding of the Debating Society. The school emitted girl power way before the Spice Girls came on the scene. I don’t know whether it was my age, the time or what… but anything seemed possible.”

And in her spare time? “Hmmm… I don’t have that much spare time with a young child and with trying to get the new venture going, but I’m enjoying making the most of the wonderful weather and rediscovering tennis. My passions were always and still are fashion, food and art, but I haven’t indulged in many of those recently!”

Esther would tell her 15-year-old self to follow her heart more and that it’s never too late…

Finally, Esther’s aspirations for the future. “To have a happy family, fulfilled life and obviously for Untitled to be a smashing success!”

Mrs Karen Roe
Alumnae Relations Manager