“When a person can tune inward, they will find peace, love, and their purpose in life,” the 55-year-old told FMT Lifestyle. “Although you can journal digitally, there’s no personal touch, unlike when you use paper and pen.”
Her journals, which come in three main designs – “Dreamie”, “Phoenixie” and “Shinie” – captivate at a glance. As Choong is also a graphic designer, her talent is evident through her products: “I want the user to feel that life is a celebration, so it’s full of colours.”
She highlighted that the pages are made from Munken paper, which come from Sweden and are environmentally friendly. Inside, one will find inspiring words and designs that can be coloured in.
Choong hopes that, as people fill these pages, they will come to see their journal as a personal novel. With this in mind, page numbers and an index page are also included.
To complement your journal, Choong offers her “NatureFeel” collection. Exuding a pleasant and mild woody scent, these covers are made using dried palm leaves that are “naturally fallen”. But limited stock is available as there is no supplier for these leaves, so grab yours quickly!
Recognising that some people may get stuck while they journal, she has also introduced journalling prompts: a deck of cards to inspire and help you along.
In addition, Choong makes beautiful handmade bookmarks and bracelets – although one can’t help but wonder: how are bracelets and journals related?
“My whole concept is to uplift a person and make sure they love themselves,” she explained. As such, customers can opt to customise their bracelets with an inspiring word.
And that’s not all: if you’re looking for the perfect gift for a loved one or yourself, Choong’s “Self-Love Journal Kit” consists of items such as a scented candle, bookmark and pens – as well as a journal, of course.
‘Slow down, relax and reflect’
While one might assume Choong has been journalling her whole life, she actually only began to do it after starting Evoke in 2020.
Having worked as a graphic designer for over 25 years, she’d decided it was time for a change. “It was time to pursue a new dream. I believe it is never too late to have one.”
Her decision to make journals stemmed from her experience in designing books. But she soon fell in love with journalling: “I felt so calm and peaceful, and it helped me understand myself even more,” she explained.
The process, Choong added, is not limited to words – you can also express yourself through art, such as by colouring or doodling. This has led her to hold workshops that introduce different approaches to the craft.
Choong continues to work in graphic design today but devotes more time to her business. Being a “one-woman show” is no easy feat, which is why she is grateful to Persatuan Pembangunan Artisans (PPA), an NGO that helps local artisans to market their products through its online platform, physical stores and pop-up events.
Their support, she said, has helped increase Evoke’s brand exposure. And as Choong looks to the future, she hopes to keep growing the business and conducting more workshops.
“The pace of the world is too fast and filled with hustle and bustle. We need a little time for ourselves to tune inwards, slow down, relax, reflect and recharge our minds, so that we can face the world with a better version of ourselves,” she concluded.
Get your journals by heading to Evoke’s website, as well as Facebook and Instagram profiles. For more information, email [email protected].
Read more PPA stories and get to know its artisans here.