Jazmine Goh

Founder

Here’s a little about me.

I’ve spent more than two decades in real estate and haven’t stepped out of it since graduating. I moved between cities over the years, and each left its accent on me—history, cadence, stubborn charm—teaching me to see property not just in numbers, but in stories.

To me, property is a love story of places, people, and time—a quiet, steady keeper of collective memory and wealth. Landlords fascinate me; they are stewards of place. In the broadest sense, landlords set the tone for cities: they underwrite the patient capital, everyday care, and long-view decisions that make these stories possible. I love architecture and development, urban planning, and how thoughtful design and planning can transform a neighbourhood. In the best cities, good real estate doesn’t merely survive; it helps the city think smarter and live better. It’s part of the city’s bloodstream.

I started in international property in 2006 and stumbled into London property during the Lehman Brothers crisis. As a young professional, a mentor saw a door where others saw a wall, and I had a gut feeling—my instinct told me it was the right time—to walk through it. Few were doing cross-border residential then, and I became—an “accidental” pioneer, a label I wear, if at all, very lightly. I’m often credited with opening the Malaysian market to London residential, but what matters most is the trust and track record built along the way. Those years forged my craft, and I remain deeply grateful for the confidence clients placed in me.
That path took me to JLL, where I led International Real Estate after it acquired my team from Henry Butcher Malaysia — bringing residential projects from London, Australia (Sydney, Melbourne, Perth, Adelaide), the United States, Japan, and Singapore into Malaysian living rooms and portfolios. I also advise Malaysian and Singaporean developers across the full arc of a project—sourcing, strategy, development consultancy, and marketing—standing beside clients from first sketch to final key handover. Since 2006, my team has helped place more than 2,200 homes worldwide—each one a small chapter in a larger romance with cities and the people who make them home.
The market today is not the market I entered. After long enough in any industry, curiosity can dull—so I started Cipina, inspired by my young daughter: curious, full of life, always asking why. She reminds me to see differently. With Cipina—though we’re property-centric—I want to do things a little differently. For developers, we connect product with like-minded capital and buyer profiles. For purchasers and investors, we act as their eyes and ears: keeping a pulse on the market, filtering noise, and curating opportunities. We stay for the journey—brief, sourcing, diligence, negotiation, completion, leasing, and eventual exit—while helping evaluate portfolios amid the flood of information about what’s “right” and “wrong”. With countless products out there, our job is to be the curator—personalised and practical, much like in the art world—so clients don’t have to be. The aim is simple: help people buy well for the long run, guided by context, numbers, and judgement.
We hope to be on that journey with you.