Madurai News

Singapore – August 3, 2026 – What began as a daughter’s determination to understand why her mother lost her mobility after two hip fractures has grown into a mission to help women take action before bone loss and joint problems silently affect their quality of life.

Today, Shirley Chua is leading that mission through Bonefirm™, community education, public health talks and her book, Every Step Matters – A Woman’s Guide to Staying Active, Strong and Independent After 45. Her goal is simple: help women understand the changes that occur during menopause, protect their bone and joint health early, and remain active, confident and independent for years to come.

What started as a personal family experience has evolved into a growing movement centred on education, prevention and empowering women to remain strong throughout midlife and beyond.

A Daughter’s Question That Changed Everything

Some businesses begin with a market opportunity. Others begin with a deeply personal experience that changes the direction of a person’s life.

For Shirley Chua, everything began with her mother.

After her mother’s first hip fracture, recovery was challenging but encouraging. She gradually regained her mobility and life appeared to return to normal.

However, after a second hip fracture, her condition changed dramatically.

Although she was initially able to stand with assistance, her mobility gradually declined. Eventually, she could no longer stand independently, and even turning over in bed became difficult.

“It wasn’t simply the fracture that stayed with me,” Shirley recalls.

“It was watching my mother slowly lose the independence she had enjoyed all her life.”

During countless visits to the hospital, Shirley noticed many other women facing similar situations. What appeared to be a simple fall often resulted in fractures that permanently affected their mobility and quality of life.

One question stayed with her.

What if these women had started protecting their bones and joints much earlier?

Determined to understand why this was happening, Shirley began researching menopause, bone health and healthy ageing.

She discovered something that would become central to her life’s work.

Bone loss is silent.

After menopause, bone density can decline without obvious symptoms. Many women do not realise anything is changing until a fracture occurs. By then, years of bone loss may already have taken place.

As Shirley researched the market, she realised that while many supplements addressed individual bone or joint concerns, she could not find one specifically developed to provide early structural support for women during menopause—a critical stage when declining estrogen can quietly affect bones, joints and mobility.

That discovery became the foundation of Bonefirm™.

Building Bonefirm™ Around Women’s Needs

Shirley did not set out to create another nutritional supplement.

She wanted to create something specifically designed with women in mind.

During her research, she came across findings from an NUS and NUH Medicine study showing that joint and muscle pain is the number one menopause symptom experienced by Singaporean and Asian women.

Yet despite this, she found there was still no comprehensive formula developed specifically for women at this stage of life—one that supports both bone and joint health while recognising the unique challenges of menopause.

This became the guiding philosophy behind Bonefirm™.

The formulation combines clinically studied NEM® Natural Eggshell Membrane with a carefully selected blend of premium-quality botanical ingredients, chosen to complement women’s bone, joint and overall wellbeing during midlife and beyond.

Manufactured in Singapore under Good Manufacturing Practice (GMP) standards, Bonefirm™ reflects Shirley’s belief that quality, science and thoughtful formulation should go hand in hand.

“For me, Bonefirm™ represents much more than a nutritional supplement,” she says.

“It represents hope. My goal was never simply to create another bone or joint product. I wanted to create something thoughtfully designed for women, especially Singaporean and Asian women, to help them stay active, confident and independent for many years to come.”

Education Beyond the Product

While developing Bonefirm™ was an important milestone, Shirley believes products alone are not enough.

She believes education is equally important.

Over the past year, she has been conducting free educational health talks in collaboration with local Residents’ Committees (RC), helping women better understand menopause, bone health, joint mobility and healthy ageing.

Rather than overwhelming audiences with medical terminology, her talks focus on practical knowledge that women can immediately apply in their daily lives.

She also actively shares educational content online, encouraging women to recognise early changes and take action before reduced mobility begins to affect their quality of life.

For Shirley, success is measured not only by products sold, but by women who leave feeling more informed, more confident and better prepared to care for their long-term health.

“I hope women don’t wait until pain becomes part of everyday life before they begin protecting their future.”

Turning Knowledge into Action

Believing that education should continue long after a health talk ends, Shirley recently published her first book,

Every Step Matters – A Woman’s Guide to Staying Active, Strong and Independent After 45.

The book combines scientific research, practical lifestyle guidance and personal reflections from her family’s journey.

Rather than focusing only on disease or treatment, it encourages women to take small, consistent steps towards protecting their mobility before problems arise.

Its central message is simple:

Every step we protect today helps preserve our independence tomorrow.

Sharing the Message on an International Stage

Recently, Shirley shared her mission with an international audience at the Women’s Health & Gynecology World Conference in Singapore, where she participated as both an exhibitor speaker and keynote speaker.

Her presentations explored the relationship between menopause, bone health, joint health and long-term mobility while encouraging greater awareness of prevention and earlier intervention.

Drawing on her experiences as a founder, caregiver and educator, Shirley highlighted the importance of helping women understand the silent changes that occur during menopause before fractures or mobility loss happen.

She also shared Bonefirm’s philosophy of combining education with thoughtfully developed nutritional support, while exchanging ideas with healthcare professionals, researchers and community leaders from different countries.

Looking Ahead

Shirley believes protecting women’s mobility requires more than products alone.

It requires education, community engagement, collaboration and greater public awareness.

Her long-term vision is to build one of Singapore’s trusted platforms for women’s bone and joint health, bringing together educational resources, community outreach, healthcare partnerships and evidence-informed innovation to help women remain active and independent throughout every stage of life.

“Women naturally spend time and money caring for the parts of themselves they can see, like their skin,” says Shirley.

“My hope is that we’ll also start caring for the bones and joints we cannot see—because they are what keep us active, independent and able to enjoy life for years to come.”

About Bonefirm™

Bonefirm™ is a Singapore-based women’s bone and joint health brand founded by Shirley Chua. Inspired by her mother’s experience after two hip fractures, Bonefirm™ is committed to helping women better understand menopause, bone health and healthy ageing through evidence-informed nutritional support, community education and public awareness initiatives. The company believes that protecting mobility begins long before pain becomes part of everyday life.

Media Contact:

Shirley Chua

Founder, Bonefirm™

Vytaliti Pte. Ltd.

Phone: +65 8016 6255

Email: [email protected]

Website: www.bonefirm.com

Media Contact
Company Name: Vytaliti Pte. Ltd.
Contact Person: Shirley Chua
Email: Send Email
Phone: +65 8016 6255
Country: Singapore
Website: https://bonefirm.com