In a crowded enrichment space, clarity and care make the difference.

What do young learners and educators have in common? More than we think. Both learn best when they feel safe, supported, and confident enough to try and both thrive when learning feels human, not intimidating.

In our inaugural edition of of Get to Know, we speak with Noretta Jacob, Founder of Safar Training and Consultancy, whose work centres on literacy where she offers literacy and reading classes for children aged 5 to 9 and earlychildhood teacher training and corporate consultancy across early childhood settings.

An ambassador for twinkl.sg and a co-lead in early childhood sector for Professional Networks | Yayasan MENDAKI, Noretta aims to nurture confident readers to equipping educators with practical, student-first approaches. Noretta’s work reminds us that learning — at any age — is as much about heart as it is about skill. Join us as we explore the thinking behind Safar, from learning and confidence-building to business, branding, and how it stands out in a crowded industry.

Hi Noretta! Welcome to Get to Know. Tell us a little about yourself and what you do at Safar.

Hi! I’m Noretta Jacob, the Founder of Safar Training & Consultancy. I’ve been working in literacy and early childhood education for close to 20 years, mainly with children, educators, and families.

At Safar, we focus on making learning feel approachable and meaningful. A lot of our work is about building confidence and curiosity not just literacy skills for children or teaching techniques for educators. Whether we’re working with learners or trainers, we aim to create experiences that feel supportive, practical, and human.

What led you to start Safar as a business, instead of staying within the education system?

As an educator, principal and centre director for close to two decades, I saw a gap between what learners and educators truly needed and what existing systems could realistically provide. Starting Safar allowed me to design programmes that were more flexible, responsive, and grounded in real classroom experiences.

It also gave me the freedom to shape a learning culture that prioritises confidence, connection, and long-term growth not just short-term outcomes.

Safar blends literacy with creativity and confidence-building. How do you define literacy beyond reading and writing?

For me, literacy is about how a child makes sense of the world and feels empowered to express themselves within it. Reading and writing are important, but they’re only part of the picture.

True literacy includes confidence, comprehension, communication, and the ability to think, question, and imagine. When children feel safe to share ideas and see value in their own voice, literacy becomes something they use not something they fear.

In your experience, what’s the biggest barrier preventing children from enjoying reading and writing?

Fear — fear of getting it wrong, being judged, or not being “good enough” and lack of creativity leading to ‘writers block’.

One of the reasons why we see such barriers is because many children associate reading and writing with pressure rather than possibility. Once that fear sets in, curiosity shuts down. At Safar, we often start by rebuilding trust. In our weekly literacy and reading enrichment programmes, children usually are more cautious and less engaging, but over time they grow into confident speakers and writers. Seeing that shift is always very rewarding.

How do you design programmes that feel joyful and safe, rather than overly academic?

We start with the child, not the syllabus. Structure matters, but it should support learning not dominate it.

Learning through play is a big takeaway for me. We incorporate storytelling, movement, and conversation because they allow children to engage naturally. When mistakes are normal and effort is recognised, emotional safety follows — and learning happens more easily.

Safar also works closely with early childhood educators. What’s one insight about adult learning that often surprises people?

Adults need safety just as much as children do. Many educators carry learning anxieties or self-doubt, but they rarely talk about it. When training allows space for reflection, reassurance, and honest conversation, educators open up and grow. Learning isn’t about age but it’s about trust and relevance.

How do you balance foundational skills like phonics with creativity such as storytelling or journaling?

Foundational skills give children the tools; creativity gives them a reason to use those tools.

We teach phonics and structure clearly, but we always connect them to meaning, through stories, personal writing, and expression. Skills stick when children understand how they serve their own ideas.

Safar is clearly purpose-driven. How do you balance impact with sustainability as a business?

Impact doesn’t last if the business isn’t healthy. We’re very intentional about designing programmes that deliver real value and when families and educators see meaningful results, trust grows naturally. That trust sustains the business. Purpose and sustainability are not opposites; they support each other when done thoughtfully.

How important are marketing, branding, and PR in growing Safar?

They’re extremely important, but not in a loud or aggressive way. For us, branding is about clarity being clear about who we are, what we stand for, and who we serve. We have always been consistent in our communications on our social media platforms and that is important so that we retain top of mind recall.

Marketing and PR help us communicate that story consistently, so people understand our approach even before they engage with us. It’s less about visibility for its own sake, and more about building understanding and trust.

What do you actively advocate for through the Safar brand — and how do you rise above the noise in a crowded enrichment and tuition industry?

At the heart of Safar, I advocate for learning that is human-centred and respectful of each child’s pace. In an industry that often focuses on results, comparison, and acceleration, we consciously slow things down. We believe confidence comes before performance, and that learning should never come at the expense of a child’s self-worth.

Rising above the noise isn’t about being louder. It’s about being clear and consistent. We don’t promise quick fixes or dramatic transformations. Instead, we show our work — through real classroom moments, honest conversations with parents and educators, and programmes that reflect our values. Over time, that consistency builds trust, and trust is what truly differentiates us.

Looking ahead, what do you hope Safar ultimately leaves behind?

I hope learners walk away believing they are capable, curious, and worthy of being heard.

Skills matter, but confidence lasts longer. If children and educators see learning as something they can do — and even enjoy — then we’ve done our job.

How can people connect with you?
You can reach me via email at safartraining.sg@gmail.com or connect with me on LinkedIn. Do check out our offerings too on our Instagram! I’m always happy to have conversations around literacy, learning, and meaningful collaboration.