An Inspiring Startup from the Ocean's Gifts
Seashells once considered waste have become the foundation of Nguyen Thanh Ngoc's startup in Phu Thuy Ward, Lam Dong Province. With creativity and skilled hands, she has turned them into products that create jobs for dozens of local young people.
Breathing New Life into Seashells
In an alley on Vo Van Dung Street, Phu Thuy Ward, just a few minutes' walk from the beach, Tiem May Cua Bien is always bustling with activity.
Few would guess that the shop's founder, born in 2004, once struggled to find her path after graduating from high school. Financial hardship forced her to put her dream of attending university on hold.
The idea came after she discovered seashell decorations on social media, reminding her of the shells she and her mother often collected along the nearby beach. They began gathering scallop shells, sea snail shells, starfish and other marine treasures, carefully cleaning, drying and sorting them before transforming them into mirrors, brushes, jewelry boxes, hair clips, phone cases and other seaside-inspired souvenirs.
"The biggest challenge wasn't making the products, but getting customers to notice and trust handmade goods," Ngoc said. Moreover, she turned to social media to share the stories behind each creation, document the crafting process and promote her brand. Her efforts gradually attracted customers from across Vietnam, giving the business a sustainable path to growth.
Spreading Green Values
Each product requires carefully matched colors, sizes and designs, meaning only a small portion of the collected shells meets her standards. To diversify her materials, Ngoc sources discarded seashells from coastal areas including Phu Quy, Nha Trang and Vung Tau, in addition to local supplies. The uniqueness of each handcrafted piece, combined with its story of reusing marine waste, has helped set the brand apart. Products are priced from VND 20,000 to VND 700,000, making them accessible to a wide range of customers.
After two years of steady growth, "Tiem May Cua Bien" has established itself in the market while creating jobs for more than 30 local workers. Most are women from coastal communities, along with students who take on seasonal work during the summer to earn extra income.
Phan Thi Thanh Ca, from Tuyen Quang Commune, has worked at the shop for more than a year. "The work isn't physically demanding, but it requires patience and attention to detail. In return, I can earn a stable income from home," she said.
Phi Thi Dung, Chairwoman of the Phu Thuy Ward Women's Union, described Ngoc's business as an innovative model that makes effective use of local resources while combining economic development with environmental protection. She said it also inspires young people to turn ideas rooted in their hometowns into value-added products and sustainable livelihoods.
Ngoc's creative journey has given discarded marine materials a new life while bringing Vietnamese handicrafts to international markets. Today, Tiem May Cua Bien attracts customers across Vietnam and in Japan, China, the UK, Germany and the US.