What does it take to turn a personal blog into a multimillion-ringgit fashion empire? Datin Vivy Yusof established her fashion empire using a laptop, voice and a clear vision.
Vivy launched her blog in 2006, using it as a platform to discuss her daily life, showcase her fashion choices and express her opinions on fashion. Her writing resonated with a growing audience; by 2010, she established FashionValet.com with a business partner. The platform was among the first e-commerce initiatives in Southeast Asia.
Have you ever considered transforming your personal project into a professional business enterprise? Following Vivy's strategic decision, FashionValet evolved into a prominent marketplace, showcasing over 400 modest and mainstream fashion brands across Southeast Asia.
But her journey didn’t stop there.
Vivy launched dUCk in 2014 with the aim of creating a brand that would combine luxury with self-expression.. In 2019, she followed up with LILIT, a brand designed for modern modest wear that champions comfort without compromising style.
Which matters more to you in fashion—style or comfort? With LILIT, Vivy proves you don’t have to choose.
Furthermore in 2022, Vivy made the strategic decision to discontinue her FashionValet business in order to focus all her efforts on developing dUCk and LILIT into well-established brands. The decision to reposition the business was made with a view to maintaining a presence in the marketplace, rather than withdrawing from it.
Vivy's Instagram following of over 1.8 million and her active YouTube audience reach a significant number of people. Her audience actively engages with her by purchasing her products and learning from her, while also developing alongside her.
The connection between consumers and brands is strengthened when people can relate to the personal stories of company founders. Vivy's authenticity is a key differentiating factor that sets her apart in her field.
Despite balancing her role as a wife to Dato’ Fadza and mother to four children, Vivy continues to dream bigger. Her goal? To transform dUCk and LILIT into global household names that redefine modest fashion for a new generation.
The dUCk retail chain now operates 13 stores between Malaysia and Singapore, and has distributed more than 3 million scarves worldwide. This success is the result of Yusof's foresight, determination and flexible business approach.