Women’s Day: Huynh Thi Xuan Lien and the journey of redefining the position of leading women

Though successful in branding, Ms Lien has never called herself a “businesswoman”. Nor does she define herself through titles. To her, a brand exists in how others feel about it, not in what one claims to be. Integrity, consistency and sincerity are her guiding values, from superiors to subordinates, colleagues to partners. In a world where appearances often overshadow essence, she believes the greatest risk lies in the conflict between one’s inner values and outer image, a danger not only to individuals, but to organisations too.

At a turning point in her career, Ms Lien stepped beyond her comfort zone. She left the familiar world of international brands and large-scale operations to begin anew in an entirely different field: the jewellery industry. It is a world demanding not just business acumen, but also sensitivity to beauty, an understanding of design and an emotional connection that cannot be quantified, only felt.

As Chairwoman of the Board of Members of CAO Fashion LLC, the owner of PNJ’s most luxurious jewellery brand, Ms Huynh Thi Xuan Lien brings both strategic vision and soul to each creation.

“The jewellery industry is not about selling products,” she said. “It’s about selling art, dreams, memories, emotions. Here, you cannot rely on data or speed alone; you must learn to feel with your heart.” To others, her move seemed bold. To her, it was a natural next chapter, one where her experience, vision and emotions could be reborn.

From a general in the consumer and retail industries, in 2018 Ms Huynh Thi Xuan Lien joined HAWEE as Vice President. For her, HAWEE is not a “position”, but a mission. She did not join as an advisor or figurehead, but as part of a team determined to create a space where female entrepreneurs could connect, learn and grow together.

To outsiders, this may seem like a community role. But Ms Lien and the organisation view HAWEE as an enterprise that must operate with business logic: strategy, succession, structure and purpose. “I don’t want to work in an organisation that resets to zero every time a new term begins,” she shared. From that conviction, the journey towards a sustainable foundation for HAWEE took shape.

“We want HAWEE to be a place where women can remove their leadership armour for a while, to be themselves, to be listened to, inspired, and supported.”

As Vice President of Strategy & Communications, she avoids loud campaigns and self-promotion. Instead, she and the HAWEE team have focused on a long-term roadmap to transform the organisation from a collective into a genuine platform for strong women. She has helped redefine its three core development pillars: enhancing leadership capacity, connecting generations of female leaders, and spreading community values sustainably.

Flagship programmes such as the HAWEE Leaders Forum, HAWEE Connect, intergenerational mentoring initiatives and dialogues with policymakers have built a community of women who are strong in both expertise and spirit, and kind in connection. During mentorship sessions or informal talks with young entrepreneurs, Ms Lien rarely speaks of personal success. Instead, she shares lessons drawn from failure, from choosing what was right over what was easy, and from moments of doubt that shaped her growth.

“There was a time I thought I had made the wrong choice by leaving a rising career,” she recalled. “But I realised the right path is not the most popular one, but the one that stays true to who I am.” That clarity has made her a sister and guide, not only in business but also in life. Without imposing or judging, she chooses to be a steady support.

Strategically, she and the leadership team established HAWEE’s core value: “Sustainable development from within.” In a world where women juggle roles as mothers, entrepreneurs and leaders, HAWEE aims to be a haven for reconnection, renewal and spiritual nourishment. “We don’t create a playground for competition,” she said. “We create a land where every woman can be herself, in her own way: strong enough to stand, yet ready to reach out and support others.” That philosophy reflects what she calls Marketing with Purpose.

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In this view, every action, in communication, business or community building, must answer one question: “What good does this bring to people and society?” This belief, along with lifelong learning, perseverance and a spirit of connection, defines her journey. When speaking of HAWEE, she insists its achievements belong not to any one person, but to many hearts and hands. Each generation, from founders to newcomers, contributes passion and perspective to a shared space where confidence, trust and leadership flourish.

HAWEE’s true value, she believes, lies not only in its events but in its quiet moments: when a young member finds a trusted mentor; when an expert offers time because they believe in the community spirit; when a casual chat brings clarity to someone’s struggles. For her, “results” are what we see today, but “causes” are how we live and give along the way. “Completeness,” she said, “is not perfection, but giving wholeheartedly, in one’s own way.” When we live sincerely, others sense it and respond with trust.
That sincerity creates a ripple effect from individuals to the community, and back again. Eschewing glamour and numbers, her work at HAWEE is a quiet, steadfast pursuit. What makes her proud is not her own accolades, but watching young women stand tall and inspire others with their stories. To her, HAWEE proves how “Responsible Marketing” can shape communities, creating enduring value and connection built on kindness and trust, rather than fleeting slogans. Every woman who passes through this space discovers her potential, and when fulfilled, becomes a source of strength for others.

Read more: Cao Thi Ngoc Dung, president of the Ho Chi Minh City Association of Women Entrepreneurs

The greatest legacy that Ms Lien and her colleagues at HAWEE are cultivating lies in the seeds of kindness, courage and companionship. Once sown in the hearts of thousands of women, these seeds will continue to sprout, spread and create a shared garden where no woman walks alone, and everyone is free to be herself.

This article was adapted from Tatler Vietnam, August 2025 issue.

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