After earning her Master’s degree in International Relations from the University of Oslo, Norway, Intan Zulaika Nor Arfudi had her sights set on a career in academia – ideally in Norway’s capital.

Research, writing and policy work – these were the ambitions that had shaped her worldview.

The Shah Alam native never imagined she’d do a complete 180° turn, trading research notes for warm kilns, and finding herself side-by-side with her mother, Rosmah Yaakub, 61, running KE Ceramics, the family’s artisanal ceramic business based in Bukit Jelutong, Shah Alam.

“I have always dreamt of a career in policy research in Europe. After I graduated in 2019, I came home for a short break, just to spend some time with my parents and siblings,” recalls Intan Zulaika.

“That’s when I started helping Mama with her business – handling marketing, branding, product development and logistics – because I felt frustrated with the brand’s potential which was largely untapped.”

Intan Zulaika (right) feels lucky to have her mother by her side, guiding and supporting her as they run the business together.

She says her mother had always ran the business based on intuition and passion.

“For Mama, it was about doing what felt right and going with the flow. But I could see the gap (in brand awareness), especially in social media. I felt the brand needed structure and more visibility.”

And then, in 2020, the Covid-19 pandemic hit.

“My plan to return to Europe got completely derailed,” she says. “I only meant to help my mother out temporarily, but thanks to Covid-19, that short-term gig turned into something permanent,” Intan Zulaika says with a laugh.

Rosmah chips in with a grin: “Among my three children, Intan Zulaika was the least likely to join the business. We used to argue all the time like anjing dengan kucing (cats and dogs). She would always criticise how I run the business. Who would have thought that she would take over?”

Intan Zulaika rolls her eyes playfully as her mother nudges her shoulder. The vibes between them are easy, warm and familiar.

And their studio feels more like home than a workplace, buzzing with laughter and quiet industry.

KE Ceramics celebrates Malaysian craftsmanship, offering locally made ceramic tiles that support independent artisans.

A business built on love

Born in Ipoh, Rosmah founded KE Ceramics in 1993 when she was 29.

A town planner by qualification, she had spent four years in the corporate world before taking a leap into the business of ceramics.

Intan Zulaika has been involved in the business for many years, learning the ropes from her mother. Photo: Intan Zulaika Nor Arfudi“I just wasn’t happy working in the corporate sector,” she says. “I felt stuck and was desperately seeking something meaningful. I have always had a love for the arts, so while I was still employed, I signed up for a 12-week ceramic-making course that cost RM300. And that was it – I immediately fell in love with clay.

“Sometimes, you just have to take the leap and try something new,” Rosmah says.

“Even if it doesn’t work out the way you had hoped for, that is okay – what matters is that you had the courage to try. Every experience teaches you something,” says Rosmah, who holds a degree in city planning from the University of New South Wales in Sydney, Australia.

Rosmah says the name KE Ceramics was inspired by Circular Quay in Sydney, where she studied.

However, instead of using the word “quay” – which many Malaysians might mispronounce as “kuih” (the Malay word for traditional snacks) – she opted for KE, a simpler and more familiar alternative.

She eventually left her job and set up her first home studio in Subang Jaya, Selangor with the financial support from her husband, Nor Arfudi Abdul Razak, 61.

She installed a kiln in their home and turned part of the house into a workspace. Her first employee was her teenage brother-in-law.“Orders started coming in slowly – first from art galleries and showrooms. I didn’t have a maid, so Intan Zulaika, who was still a little girl, would come along with me for deliveries. Life was chaotic then,” she recalls.

Eventually, Rosmah decided to move the business to Manjoi in Ipoh, where she had more space and the support of her mother who lives in the Perak capital.

“My uncle offered me a plot of land in Ipoh. I had the option to set up in Seremban where my in-laws were, but between staying near my mum or my in-laws, I thought: Better stress my mum!” she jokes.

Intan Zulaika (right), pictured with her mother Rosmah, has grown up with the family business. Photo: Intan Zulaika Nor Arfudi

The move made good business sense – Ipoh clay was ideal for pottery, and the area had a rich tradition of ceramics, like labu sayong, a gourd-shaped water pitcher which comes from Kuala Kangsar, Perak.

Rosmah initially made vases and pots before she pivoted to tiles as demands grew.

“Tiles were easier to store, transport and ship. Flattening the product made everything more efficient,” Rosmah explains.

From an early age, Intan Zulaika and her younger siblings – Melissa and Ikmal – were immersed in this world. The family business was a constant presence, shaping their childhoods.

“One of my earliest memories is being squeezed in the backseat of our blue Proton Saga next to ceramic vases,” says Intan Zulaika.

“I followed Mummy everywhere – from deliveries to choosing glaze colours. During school holidays or weekends, my siblings and I helped out in the factory.”

Intan Zulaika (right) says she feels blessed to have the support of her parents, Rosmah and Nor Arfudi, in managing the business.

Taking the brand forward

Today, KE Ceramics operates from a spacious gallery and studio. The space is serene and filled with handcrafted ceramic pieces – from wall tiles and candle holders to bowls, magnets and decorative Islamic art – all made in their Ipoh factory.

The brand’s unique selling point? Everything is handmade in small batches, giving each piece a distinct artisanal feel.

“We don’t mass produce,” says Rosmah. “Even when we use moulds, each item is still shaped, painted and finished by hand. No two pieces are exactly the same.”

They also accept custom orders and supply to local museum shops and airport gift stores. A proud highlight is their involvement in restoring historic mosques through their tiles, including Masjid Kampung Kling and Masjid Kampung Hulu in Melaka.

“Masjid Kampung Kling dates back to the 18th century. Some of the original tiles were cracked or missing. We were commissioned to recreate them using the methods used to produce those original tiles,” says Rosmah, pointing to the samples displayed in the studio.

“These tiles carry architectural influences from Malay, Moorish, Chinese and Indian-Muslim designs. It was really a special project.”

Intan Zulaika, who now manages the business full time, oversees marketing, accounting and operations. She closely tracks design trends and customer preferences, while her mother continues to lead the creative side.

She’s also navigating challenges as a woman in a male-dominated industry.“When I deal with contractors – especially for mosque or hotel projects – I can sense the gender bias,” she says. “Some speak to me as if I don’t understand tender processes or technical aspects. I doubt they’d speak that way if I were a man. Sometimes, I would just send my father instead because of his years of experience as a contractor.”

‘Every experience teaches you something,’ says Rosmah, pictured with a vase she made during the early days of her ceramics business. Photo: Intan Zulaika Nor Arfudi

Yet, despite the hurdles, she has found deep satisfaction in her work – and a newfound respect for her parents.

“Since taking over the business, I’ve learned so much more about my parents, especially how entrepreneurial they really are,” Intan Zulaika says.

“They are bold, passionate and unafraid to take risks. I really admire that.

“I am the opposite... I am more conservative. If I have money, I want to save it. But my parents are always ready to invest and move forward with new ideas. Sometimes, I wonder how did they get so comfortable with uncertainty? But I have learned that when you love what you do, it doesn’t feel like a burden.”

Although her heart still beats for academia, Intan Zulaika has grown to enjoy the hands-on aspects of running a business.

“I still need to research everything before making a decision. My parents would have just followed their guts. But that is how we complement each other – I bring structure while they bring intuition.”

Rosmah agrees. “Intan Zulaika is thorough. She needs to do her research and everything must be lined up before she starts something new. But that’s her strength – she’s very meticulous.”

A Mothers Day tradition

As Mothers Day approaches this Sunday, both Rosmah and Intan Zulaika say there is no elaborate plan to celebrate. It will just be a day of food, laughter and quality family time.

“In our family, Mothers Day is simple. We cook, eat and spend time together,” says Intan Zulaika. “My siblings are all in the food business – my brother is in culinary school, my sister Melissa runs a food venture and is also married to a chef. Me? I am the designated cleaner!”

She flashes a grin as she begins clearing plates and cups from the studio table.

Rosmah chips in: “All I want is a voucher for a good massage. That’s enough for me.”

Intan Zulaika’s journey may not be what she had planned, but ultimately, it is a path filled with purpose, rooted in the love of her family.