The FashionValet co-founder and Malaysian Gen.T lister talks about the experiences, memories and media that have shaped her entrepreneurial journey

Under The Influence asks entrepreneurs quick-fire questions to learn more about the people behind the business news headlines.

Malaysian entrepreneur Vivy Yusof co-founded fashion e-commerce platform FashionValet with her husband, fellow Gen.T lister Fadza Anuar, in 2010 when they were both just 23.

Today, FashionValet is expanding at a rapid rate. Since investment from Silicon Valley’s Elixir Capital and Start Today—operator of Japan’s leading e-commerce company, Zozotown—in 2015 and 2016 respectively, the company has opened two brick-and-mortar stores in Kuala Lumpur and launched operations in Singapore, Jakarta and Brunei, launching Vivy from local talent to a regional player to be reckoned with.

But even before FashionValet, Vivy was already a rising media personality in Malaysia through her blog, Proud Duck, which initially generated public interest in the couple and, later, their business. 

It’s fair to say a lot has changed in the near-decade since Vivy’s first blog post, but the style maven remains the face of FashionValet, standing as a public embodiment of the brand’s persona—elegant, modern and proudly home-grown. And with the increased scale comes increased exposure: she’s now the star of a weekly reality TV show about her family and business, and has a 1.2 million-strong Instagram following that pores over her every selfie.

Yet somehow, Vivy still finds time to blog. Probably because…

What do you do to relax? I blog. I get very grumpy and very lethargic if I don’t write. It refreshes me.

If you had an extra hour in the day, what would you do with it? Half an hour to write; half an hour to sleep.

Who would you invite to your dream dinner party? My husband. We don’t have enough dinner dates. 

 

Tatler Asia
Above Vivy Yusof with husband and FashionValet co-founder Fadza Anuar. (Photo: Aaron Lee/Lenswork Production)

What do you want to be remembered for? Being honest. 

What’s the most important thing in life? Happiness. 

Apart from family, who or what is the greatest love of your life? My wardrobe. 

What’s the secret to your success? My mother’s prayers.

Don’t let anyone ever tell you… No. Don’t let anyone say no to you.

“I didn’t want to be in fashion at first. I wanted to be a businesswoman, and fashion was just a natural thing”

Media

What’s the last book you read? I like to combine the serious and the not so serious. The serious book is Lean In, by Sheryl Sandberg, and the not-so-serious is Crazy Rich Asians, which is fantastic.

What book changed your life or had a big impact on you? Letters To A Young Muslim. That book impacted me because it put Islam in a very modern light. [It’s about] how progressive Muslims should think, and how we should question and not just say yes to everything. 

What’s your media guilty pleasure? Keeping Up With The Kardashians. I could watch it the whole day, I’m embarrassed to say!

Favourite movie? Clueless. 

Favourite TV show? Friends.

Tatler Asia
Above Vivy Yusof with the FashionValet team in Kuala Lumpur. (Photo: Aaron Lee/Lenswork Production)

Memories

What’s your earliest memory? I told my mom to pick out all the seeds from my strawberry because I didn’t want them. I’m very picky.

Who did you idolise growing up? My dad.

Who do you idolise now? Still my dad, because he’ll read this!

What advice would you give your ten-year-old-self if you could? Don’t play with boys! Can I say that? That’s okay, right!? 

What’s the most important lesson your parents taught you? To be humble and to never be comfortable. Don’t be complacent and don’t get too comfortable in one place so you’ll always strive to do better – that one my dad really pushed on us to make sure we always work hard.

Tatler Asia
Above Photo: Aaron Lee/Lenswork Production
Tatler Asia
Above Photo: Aaron Lee/Lenswork Production

What’s the best advice you’ve ever received? In Islam, there is the belief that God is everything. So what’s not meant for you, will not be meant for you—that has kept me very sane in my business. So no matter the challenges, I know that if it is meant for me, it will be for me. 

What’s the worst advice you’ve ever received? “Don’t care what people say” – that’s the worst advice. I think the only way to improve and learn is to listen to criticism. You should care what people say because there might be some truth to it, something that you can improve on. 

When did you know you wanted to be in fashion? I didn’t. I wanted to be a businesswoman first, and fashion was just a natural thing. I started blogging when I was at university. I began talking about my shopping, and what I bought, and people resonated with that, so I knew my readers were interested in fashion.

An epidode of the reality show Love, Vivy features Vivy's Gen.T cover shoot with Malaysia Tatler

Work experience

What was the first job you ever had? This is my first job—being an entrepreneur… Actually, no! In school, I used to write a book and I would make my friends rent it for 50 cents. So what would that be—an author?

That’s really showing an entrepreneurial spirit at a young age. Yeah, I was nine and I wrote a book. Later, I would leave some pages empty for my friends to draw in it, and then the book cost one dollar to rent because it had pictures!

What’s the worst job you’ve ever had? At university, I used to make scrap books. That’s the worst job I’ve ever had, because I would sell them for five pounds but all the materials cost 50 pounds. It was a horrible business!

Read Malaysia Tatler’s interview with Vivy and Fadza for more on the rising success of FashionValet.

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