Photo: Instagram/@vivyyusof
Cover Photo: Instagram/@vivyyusof

The Malaysian fashion entrepreneur also talks candidly about how social media has changed the game for young entrepreneurs and content creators

Datin Vivy Yusof is a household name in Malaysia. Many have followed her from her early days as a law student and blogger to her subsequent pivot into entrepreneurship, co-founding e-commerce retail company FashionValet and fashion label The dUCk Group, alongside her then-boyfriend (now husband) Dato’ Fadzarudin Anuar. 

Vivy’s dUCk label, which started out selling scarves and expanded to accessories, bags, and cosmetics, has amassed a cult following. With the help of investors over the years, the couple eventually opened brick-and-mortar outlets and expanded their operations to Singapore, Indonesia, and Brunei. In 2022, she was recognised as BoF 500 as one of the most influential voices in Southeast Asia.

After running a successful blog and YouTube channel with a stint on reality TV series, Love, Vivy, this social media darling with 1.8 million followers on Instagram is taking on a new medium, penning an autobiography published by Penguin Books SEA. She brings to this book, The First Decade: My Journey from Blogger to Entrepreneur, her trademark humour and total honesty.

Related: How Vivy Yusof mobilised her influencer for good with the FV Covid-19 Support Fund

Tell us more about your experience writing this book. What was the most difficult part?

I have loved writing for as long as I could remember. Ever since I was young, my dream was to write a book. I always thought it would be a fictional novel but life has taken me here. I had the idea of writing this book when I was celebrating the 10-year anniversary of FashionValet. I thought it would be a great way to commemorate the last decade, while helping other entrepreneurs. There are so many books about entrepreneurship by people who have already made it so I thought I could share a different take as someone who is very much still on that journey. 

While writing this book, it was definitely difficult to be forced to confront all the mistakes I had made and relive all the painful moments of my career—and write about them in full detail. Normally, you put your mistakes past you, move forward, and try not to think about it ever again! But I'm glad I was able to tell my side of the story and in the end, it was a therapeutic experience.

Related: Datin Vivy Yusof and Dato' Fadzarudin Anuar welcome newborn with an Aqiqah ceremony

Can you share about your experience as a leader in the modest fashion industry, a space that is led by women for women?

When people talk about women not being heard in the fashion industry, I'm glad to say I've had the opposite experience because in modest fashion, women have the loudest voice. I feel inspired whenever I'm with them or hear about their achievements, whether it's selling out new collections, opening new stores, or growing their brands to greater heights. 

We're a community that supports each other. To me, that's the beauty of the modest fashion industry. 

See also: Meet 4 Malaysian women in angel investing

At the end of September, you were recognised on the prestigious BOF 500 list. How did you react? 

I thought it was a prank, to be honest! On this side of the world, we don't normally get recognition from the West so I think this was a huge win for the region. I'm happy to see that the world is embracing more people from Malaysia and Southeast Asia. I feel so blessed and I'm excited to see what doors this award can open for me and my brands. 

As a content creator, how much has changed since your early days as a blogger?

It has changed tremendously! We didn't have social media as we know it—back then, it was all about the bloggersphere. It was a lot more carefree; I think that element has disappeared because you have to be more sensitive to different cultures and ways of life. 

But it's not necessarily a bad thing. It's exciting, if at times a little bit scary, and I'm glad that the younger generation is a lot more outspoken. It also levels out the playing field because everyone has a voice and can find success online. 

See also: Exclusive: Chriselle Lim on Sharing Her Heartbreak on Social Media

Do you have any advice for young entrepreneurs dealing with criticism or failure?

I've made many mistakes myself and gone through the wringer more than once. But I'm still here! Just remember: There's no right or wrong. Embrace that failure and mistakes are part of any journey.

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