ABOUT AWENESS
“Aweness” is defined as “deep feelings of astonished wonderment" (Urban Dictionary)
“So here’s the deal. After 20 years of being a magazine editor and trend forecaster, diving deep into the rabbit hole of “what’s next,” I had a lightbulb moment. You know, the kind where you realise, “Holy shit, people don’t need another shiny, perfect, curated life example.” Nope. What they need is a place where they can just be. Enter Aweness—a place where people of all backgrounds, struggles, and stories can share their messy, complicated, beautiful lives. And if you’re wondering, it’s pronounced like honest, because that’s exactly what it’s about—no BS, no filters, just real talk.
Let me be real for a second. My life is far from a Pinterest board. I’m the wife to a single full-time dad of two teenage kids, which is a whole saga on its own. I mean, I’ve got one foot in the world of teenage drama and the other trying to keep it together with food on the table (or, more accurately, takeout that doesn’t even try to look homemade). And between all that chaos, it hit me: we need a place where we don’t have to sugarcoat anything—just share the real, raw, unfiltered versions of ourselves without worrying about the damn “algorithm.”
Why Aweness? Because Screw the Perfect Persona
Honestly, the internet is drowning in perfectly curated nonsense. Everywhere you look, someone’s trying to sell you the idea of perfection—whether it’s through their morning green juice routine or their I woke up like this Instagram feed. It’s like we’re all stuck in this never-ending loop of trying to out-perfect each other, and I’m over it.
That’s why I started Aweness. It’s about sincerity over strategy, people over page views or likes. You know those stories that don’t fit neatly into a viral post? The kind where life is messy and complicated, but you own it? That’s what Aweness is here for. We don’t give a damn if your story doesn’t fit into 280 characters or if your selfies aren’t airbrushed to oblivion. This isn’t about gaining followers; it’s about your truth. Your pure, raw, and sometimes uncomfortable truth.
Because there’s power in that. When people open up and share their struggles, their wins, their WTF moments, you know what happens? Real connection. Not the “I liked your photo” kind but the “I get it. I’m there too” kind. And that’s the kind of magic we’re creating here.
From Trend Forecaster to Truth-Seeker
Now, I know what you’re thinking: “Didn’t you spend 20 years predicting trends and writing and editing for glossy magazines? Isn’t that the opposite of ‘realness’?” Yeah, I did. But here’s the kicker: my job was always about people. Understanding their desires, their needs, and what made them tick. And after two decades of doing that, I realised what people need most right now isn’t another damn trend. What we need is a place to be vulnerable, awkward, and beautifully imperfect.
That’s why Aweness is the anti-“how-to-live-your-best-life” website. It’s not about shiny hacks or Insta-fame. It’s about sharing the weird, the tough, the confusing, and the hilarious. Because sometimes, the best stories are the ones that don’t fit into neat little boxes.
Why Aweness Is For You
If you’re tired of scrolling through perfect lives and feeling like you’re not doing enough, welcome to Aweness. This space is for everyone—whether you’re a parent drowning in teenage mood swings (trust me, I feel your pain), a professional trying to figure out what the hell work-life balance even is, or just someone trying to get through the day without losing your shit.
You belong here, no matter how “together” or “not together” you feel. Because Aweness isn’t about looking good; it’s about being real. And real? That’s messy. It’s complicated. But damn, it’s powerful.
So, come as you are. Share your stories—your highs, your lows, your epic fails—and connect with people who are just as perfectly imperfect as you are. No filters, no fakery, just Aweness.
This isn’t about perfection; it’s about real connection. And I’m here for every bit of it.”
Yi Lian Ng-groves, founder
Our values
At Aweness, we believe in the power of authenticity, connection, and growth. We value raw, unfiltered stories that celebrate the beauty in life’s imperfections.
Our community is built on empathy and inclusivity, where every background, struggle, and experience is honoured. We embrace curiosity, encouraging personal exploration and collective discovery.
Sincerity over strategy is at the heart of what we do—because we know that when we show up as our true selves, we create meaningful connections that hope to inspire real change.
ABOUT YI LIAN NG-GROVES
With over 20 years in publishing, Yi Lian brings a wealth of experience and creativity to the table. Her journey includes Harper’s Bazaar Singapore and WGSN, where she developed her skills as a fashion editor and trend forecaster. After founding her eponymous successful Yi Lian Ng Floral Atelier, she returned to publishing as the Editor of Her World, Singapore's oldest magazine, for three years.
At Her World, Yi Lian revolutionised content strategy, championing the digital transformation that kept the magazine relevant in the evolving media landscape that included podcasts and livestreams. She spearheaded initiatives to engage a younger audience, integrating innovative storytelling techniques and introducing modern lifestyle topics to cater to a broader readership and founded Her World Tribe, a community of women of diverse backgrounds. Her ability to merge traditional media with digital content allowed Her World to offering a fresh take on fashion, beauty, and women's empowerment.
This blend of innovation and authenticity is what inspired Yi Lian to launch Aweness, a platform focused on real stories, real struggles, and the beauty of human connections. Through Aweness, she brings together all her years of editorial expertise to create a space for individuals to discover, connect, and share their own journeys with others.
