Lim Tian Wee, founder of Gryphon Tea, on maintaining quality and growing a premium brand
Lim Tian Wee, founder of Gryphon Tea, is holding a pen in one hand while gesturing with the other. He’s chatting animatedly with one of his employees when we arrive at Gryphon Tea’s headquarters, a nondescript warehouse building along Pandan Loop.
The 53-year-old had just returned from Tokyo, where he met his Japanese tea suppliers of over 15 years in Shizuoka Prefecture, a region famous for its high-quality tea leaves. For a company based in Singapore—a country with no climate to produce top-tier tea—building solid relationships with international suppliers is crucial. Without these connections, Gryphon Tea wouldn’t exist.
Despite the global recognition that Gryphon Tea has gained, Lim Tian Wee faces a major challenge: justifying the price of his premium tea in a competitive market. Gryphon Tea was founded in 2006 as a high-end tea brand, coming from a much larger company, Lim Lam Thye, which had been importing tea since 1918. The brand prides itself on its premium offerings, with a box of artisanal tea priced at $22 in local supermarkets.
Tian Wee personally oversees the entire production process, ensuring that only the best tea leaves reach the customer. His passion for quality is evident in the way he discusses the tea business, explaining that leaves must be handled carefully to avoid burning or souring the delicate flavors.
While Gryphon Tea competes with international giants, the company continues to thrive by focusing on the quality and artistry of its products. The brand’s impressive array of exotic and experimental blends, such as ‘Templetree Lotus’ and ‘Nymph of the Nile’, are only part of the company’s appeal.
Tian Wee, despite the challenges, remains committed to upholding the values instilled in him by his father, Lim Keng Tong. His father’s journey to revitalize the family tea business, including bartering goods like motorcycles for tea leaves, highlights the sacrifices and dedication that built the company. Tian Wee learned valuable lessons from his father’s resilience, and today, he is building his own legacy in the tea industry.
As Gryphon Tea continues to grow, Tian Wee’s approach is clear: quality is paramount, and relationships with suppliers are at the heart of the business. Even as costs rise and competition increases, Tian Wee believes that customers who appreciate the finer things, like premium tea, are willing to invest in quality.
