10TH ANNIVERSARY SPECIAL - APRIL 2026

Ten Years of Happy Homes, Blessed Walls

A conversation with Louis, founder of Asher Pte Ltd — on where it all began, what he built, and why he's only just getting started.

THE NAME AND LOGO

Why "Asher"?

One of the most frequent questions Louis gets is about the name “Asher.” It was chosen with a specific purpose in mind. And like everything Louis does, the Asher logo was designed with intention.

"Asher in Hebrew means Happy and Blessed. The rainbow colours represent painting because it is colourful. The house you see represents our focus on home painting. If you pay close attention, you will see the roof on the house is a roller."

HOW IT ALL BEGAN

A Conversation That Changed Everything

Louis doesn't paint his past as a heroic origin story. He tells it plainly, honestly — and that honesty is exactly what makes it resonate.

"I didn't start as a painter. Back in 2016, I was at a very low point in my life. I don't have a clear direction of what I want. A friend of mine who was in the painting industry asked me "Hey, are you interested in painting work?" I thought to myself "why not?"

That small moment of openness set off a chain of events neither Louis nor his friend could have anticipated. He entered the trade without a background in it, armed only with a desire for change and a willingness to learn.

LOW POINT TO NEW DIRECTION

Unlocking The Customer Connection

Asher's early days weren't spent painting homes. Breaking into the residential market took time, so Louis took on subcontract town council projects to build experience and stay afloat while developing his craft.

The turning point came when Asher was appointed as an applicator for a paint manufacturer — and when Louis began working directly with homeowners. It was in those early client interactions that Louis found his calling.

"That was when everything changed. Being part of their personal journey, seeing their reactions — the appreciation, the trust… it gave me a deep sense of purpose.

That's when I knew Asher should focus on home painting."

INDUSTRY INSIGHT

The Problems Louis Couldn't Ignore

Spending time inside the industry gave Louis a vantage point most homeowners never get. What he saw shaped everything Asher would become.

"People were just painting over issues — mould, white patches — without treating the root cause. So the problems kept coming back."

"Painting was treated like fast food. Cheap pricing, quick turnover, shortcuts on materials and preparation."

"And third, there was a trust issue. Homeowners didn't feel comfortable. Communication was poor, expectations weren't clear, and the whole experience was stressful."

That third problem struck Louis particularly hard. He recalls a homeowner who, only half-joking, asked him: "Will you change your phone number after the painting job is complete?"

That question became a compass.

"I want to build trust in the Asher branding, right from the first message customers send me all the way to when painting is completed."

THE ASHER DIFFERENCE

Skill, Process, and Heart

Asher's approach is built on proper diagnosis, clear communication, and helping homeowners understand exactly what they're paying for and why. 

Over the years, the company evolved beyond painting into a full suite of surface solutions — treating mould, repairing surfaces, and fixing underlying issues instead of hiding them.

When asked what is non-negotiable at Asher, Louis doesn't hesitate:

✓ "We don't compromise on proper surface treatment. If it's not done right, we won't do it."

✓ "We believe in honesty and setting expectations correctly."

✓ "Most importantly, we take responsibility. If something goes wrong, we fix it."

THE HARD YEARS

Learning to Solve, Not Just Sell

Building Asher was not a straight path. In the early days, Louis found himself struggling to close sales — not because homeowners weren't interested, but because he didn't yet have the technical knowledge to answer their questions.

"In the early days, I was having a lot of difficulty closing sales and I realised there were a lot of questions thrown from homeowners I don't really know how to answer.

I went to study all these technical data sheets to have a better understanding of the products used and did a lot of research and reading online. From then onwards, I had more knowledge to share with homeowners."

That shift in perspective — from salesperson to problem-solver — was transformative.

"IThis is the point I felt I was able to help homeowners solve a problem rather than selling them something."

Louis went on to pursue formal education in mould remediation and mould inspection, driven by the belief that continuous learning is the foundation of genuine expertise.

There were internal challenges too. Building the right team proved difficult — skills can be trained, but instilling shared values across people from different backgrounds takes time.

Keeping projects on schedule without compromising quality was something the business had to constantly refine.

GOING PUBLIC

Social Media Journey

About a year and a half ago, Louis made a decision that would change how Asher was perceived — and how the industry itself might evolve.

The content he puts out — detailed, process-driven, unfiltered — is designed to show homeowners what a professional painting job actually looks like. So that by the time a customer reaches out, they already know the standard Asher delivers, and they know what they should expect.

"Going on social media wasn't just a marketing strategy for me; it was a mission to educate.

I started out social media 1.5 years ago. I came up with the first video which wasn't easy, I'm not always camera friendly."

Camera-shy or not, the impact has been undeniable.

Louis recalls arriving at an appointment, ready to walk a homeowner through Asher's process, when she stopped him mid-sentence with ""I've been following you for the past one year, I know what you are doing, let's just proceed."

"It means a lot to me that someone has been watching our process for one year and they know what they want and this is the standard they are expecting.

When everyone is aligned with the same vision, magic will happen."

MEASURING WHAT MATTERS

Trust, Not Transactions

After ten years, Louis has a clear answer when asked how he measures success — and it has nothing to do with revenue or project volume.

"It's when customers call us back for their next home, and refer us to their friends and family. Or when they trust us with their keys while they're overseas."

That kind of trust — that's everything"