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Wanderlust + Co’s Jenn Low On How A Passion For Jewellery Led To A Global Fashion Brand

They say diamonds are a girl’s best friend.

We’ve all been tempted by the dazzling shine of frost that looks almost like its winking at you as you pass by. Even after finally convincing yourself that this would be more of an investment rather than a splurge, it just doesn’t hold the same spark it once had when the price point doesn’t stop pestering you.

Jenn Low too found herself in this role play repeatedly.

After starting a fashion career in Australia, the then fresh graduate in accounting was on the fast track of getting notable experience in buying and merchandising. This allowed her to see with fresh eyes the retail journey and numerical lifecycle of a product and collection.

She soon realized that the market was still short of a digital jewellery brand that was both on-trend yet affordable. “Which was what gave me the big idea of starting Wanderlust + Co!” says Jenn excitedly.

Passionate about all things jewellery, Jenn decided to take the reins and do a favour for all fellow jewellery lovers like herself who were craving this niche by creating her own line of designer-looking pieces that wouldn’t break your bank and was both kind to your skin and the planet.

What started as dream to sell elegant jewellery crafted in her Aussie bedroom 12 years ago has now included her pieces being seen in the media across the globe, gracing celebrities from the likes of Bella Hadid, Khloe Kardashian, and Chrissy Teigen, which played a heavy part in the brand’s journey to becoming a globally recognized fashion name.

“Looking back, it all feels so surreal! In the pilot stages of building this brand I had my fair share of self-doubts,” confessed Jenn, who started Wanderlust + Co’s first digital platform on WordPress, during a time where Instagram, Squarespace or Shopify weren’t even household names yet.

So when her business started to pick up, Jenn decided that it was the right time for her to make the big move back to Kuala Lumpur, working to build and grow a team together as they continued to create pieces that were ‘kind to your skin and the planet.’

And that isn’t just a pretty saying they use for marketing purposes; it’s something Jenn honestly believes in.

Kind to your skin and the planet has always been a core value we hold close to the brand. My team and I are passionate about creating jewellery that we as a team are confident with - from the storytelling behind each design, to the love and care that goes into producing each piece.”

Speaking of their dedication to this motto, the independent designer brand makes good on their promise to their customers that the jewels that go into each designer piece are consciously made, without compromising on elegance and beauty. And with every season, the team always tries to step it up with their collections, keeping their eyes and heart open to latest trends, materials, shapes, and possibilities.

Taking us on the process of how their collections are designed, Jenn says that it all starts with hand sketches by the team, before turning the designs into digital drawings and jewel samples. Once that’s completed, it’s off to the HQ team who will do some wear-tests on the new pieces for 30 days, ensuring only the best for their WCOgirlgang.

The #WCOgirlgangtheir dedicated followinghave been a crucial part of the brand’s growth from the very beginning. What started as an online community, made up of fans from social media drawn to the minimalist label’s stunning pieces, has grown beyond the screen.

Despite this, Jenn still sees social media as a valuable tool in defining her business’ success and being the bridge that allows her to continually engage with and better understand her customers.

“Being in an e-commerce business, my team and I are so grateful to have built a strong relationship with our WCOgirlgang community and having a social media presence has definitely allowed us to connect with our customers and share more than just products and new launches, but the meaningful stories behind the collections as well,” she says.

Jenn has since taken on more maternal responsibilities as a mother of two. The busy ‘mompreneur’ juggles being involved in every process of the brand’s evolution and upcoming collections. Though that comes with its own demands, Jenn isn’t worried.

“Even after being a mom, I always say that Wanderlust + Co is my first baby!” Jenn jests, going on to say that when it comes to navigating work-life balance, she finds it's important to be open to change while managing your expectations.

“Being a mom has also taught me to relook at things differently and not to obsess too much over work-life balance. Like jigsaw pieces, balance can come in all forms and never in a perfect, symmetrical way. So don’t be too hard on yourself, as we can tend to be as women, and just go with the flow. “

Wanderlust + Co has seen a great wave of success over the course of its evolution, going from a small business that Jenn started out of her apartment in Melbourne to gracing artisanal pop-ups across the city. Wanderlust + Co will also be celebrating the launch of its first physical retail store inspired by zen minimalism and their mantras located in Sunway Velocity, along with the first ever jewellery concierge in Malaysia!

And it’s all thanks to the hard work and support of her team.

“As an entrepreneur, I’ve reflected over the years that there is a lot of beauty in having a team that grows together and supports one another, as there’s only so much you can do as an individual.”

“Never take anything for granted, and appreciate all the ups and downs! I’m forever thankful for the growth of the brand over the past 12 years, and what it has taught me along the way."

Penny For Your Thoughts

How would you define a “good life” and/versus a “successful life”?

I believe that happiness and success coexist together. The way I picture it: a good life filled with little joys, laughter, and being surrounded by the people you love, is a successful life.

If you could choose to be anyone in the world—fictional or non-fictional—who would you want to be, and why?

Oprah Winfrey! She’s one of my biggest inspirations. I love that she’s constantly invested in healing, learning and growing not just herself, but those around her.

Advice you would give your younger self.

“Trust the flow of the universe” has become one of my favorite mantras that I always tell myself. Just like how the sun sets and rises, every feeling or moment is always temporary. Don’t overthink too much, and just trust the flow!


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