Jessie Wong

Jessie Wong was just 21 when she set out to challenge the fashion industry’s idea of luxury. Armed with a singular sewing machine, self-taught leathercraft, and a vision of regeneration, utility, and community, she launched Yu Mei from a small workshop in Dunedin. A decade later, that vision has become a globally recognised New Zealand luxury brand stocked by international retailers like Farfetch, Bergdorf Goodman and David Jones, and supported by a loyal customer base.

Under Jessie’s leadership, Yu Mei has grown from a solo operation into one of New Zealand’s leading luxury brands. A successful capital raise in 2024 allowed further expansion into Australia and laid foundations in the UK, while continuing to invest in innovation, customer experience and female leadership. 

What sets Yu Mei apart is its commitment to circular design and local provenance. Jessie’s approach centres on refined accessories made from regenerative materials, including New Zealand agricultural byproduct deer nappa and ECONYL® regenerated nylon. Her design philosophy is rooted in utility and longevity, but also in cultural and environmental responsibility. 

Certified B Corp, Toitū Net Carbon Zero and Living Wage accredited, Yu Mei pairs commercial growth with social impact. Yu Mei’s Regeneration Roadmap, Archive Events and circular initiatives like buyback and repair reflect a strong cradle-to-cradle ethos. Jessie has backed emerging artists, raised over $51,000 for the Wellington City Mission, and designed retail spaces to act as community hubs. 

Through it all, Jessie has stayed close to her original values of designing for real people and building with care. Her next step is taking Yu Mei global, while proving that sustainability and luxury can not only coexist - but lead the industry to a more regenerative, values-driven future.