James Quek was previously the Executive Director of World Vision Singapore, an international Christian humanitarian organisation. World Vision Singapore has long-term poverty alleviation projects in 16 countries.In his travels to the projects, he saw that women were the standard bearers in taking care of the family. When things became untenable, many had to make sacrifices by becoming maids overseas or by sending their daughters to work as maids overseas to support the family. In many instances they risk being the victims of exploitation and human trafficking rings. James Quek hopes to make life a little easier for these hardy women who have left the safety and comfort of their homes in search of work opportunities in Singapore.