Low seeks to attract thoughtful, creative consumers to her new stores in the US (Photo: Jenn Low)
Options: Congratulations on opening your first store in New York City on May 9. Tell us about it.
Jenn Low: New York City has always felt like the heart of it all — culturally, creatively and commercially speaking. It is aspirational, energetic and enjoys a special connection with our brand. Even in our early days, we felt love from New Yorkers. Eva Chen supported us when she was editor of Lucky magazine; Leandra Medine likewise during her Man Repeller blogging era. Time Out New York spotlighted Wanderlust + Co as a niche discovery and O, The Oprah Magazine branded us a ‘Great Buy of the Month’. Those early moments of validation meant the world … and they stayed with me. Fast forward to the present, the US makes up 40% of our global website traffic and conversions. We also see strong repeat purchases. At least 20% to 25% of our US customers come back for more, which tells us the connection is real … and growing. So, opening in New York is a natural — and meaningful — step.
We hear the store will be in the hip and cool Bleecker Street area.
Indeed, the area has a unique charm and is quintessentially New York. You can find Wanderlust + Co between Charles and Perry Streets. In a pop-cultural context, it is between the sets of Friends and Sex and The City! The vibe is cool and effortless, aligned with our brand ethos, and attracts the kind of thoughtful, creative consumer we design for. The store itself is about 1,000 sq ft — intimate but beautifully curated.
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You are opening a second store in the US soon after. Where will that be?
We are quietly working on [that] in Philadelphia. It will be in a mall setting, offering a different retail environment from our Bleecker Street flagship. We are excited to explore different formats and locations that speak to the right demographics and co-tenancies. Of course, the lease terms also have to make sense. Retail is very much about making the right strategic call. We are taking our time, but the vision is definitely to roll out more stores in the near future.
Tell us more.
We have seven standalone stores globally and are stocked in hundreds of retailers worldwide. What’s next? We are actively looking at all major US cities. London has been under research for a couple of years now but we have yet to find the perfect location. Tokyo is also high on our wish list. The dream is to be wherever our community is, in cities that love creativity and intentional design.
You have two young children. How do you juggle being an entrepreneur, wife, mother and daughter?
It is definitely a dance! I don’t believe in constant balance — at least not from a traditional perspective. For me, it is more about presence. When I am at work, I am fully there. When I am with my family, that is where my energy goes. I have found, however, that journalling, meditation and regular physical movement — whether it’s yoga, Pilates, spin or working with my physiotherapist — really help keep me grounded through the ebb and flow of daily life. Things are never perfect — but it’s honest.
What tips would you share with the working mum?
Give yourself grace. We are all figuring it out as we go. There is no ‘one size fits all’ playbook. Ask for help. Say ‘no’ when you need to. And know that it’s okay to be ambitious and nurturing at the same time. Also, never underestimate the power of routine. It creates breathing space amid the chaos.
What are you reading right now?
The works of Brene Brown. Her insights on vulnerability, leadership and wholehearted living have been incredibly grounding for me. Her words remind me that courage and connection are at the heart of everything meaningful we build.
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What are you listening to right now?
A lot of podcasts, mostly about leadership and navigating professional challenges in a more thoughtful, conscious way. I am also really drawn to content that speaks to female strength, and what it means to grow through seasons of change.
With numerous transatlantic flights on your horizon, what’s always in your cabin bag?
Sheet masks, a mix of serums, noise-cancelling headphones and my wraparound sleep mask. These small, calming touches — whether used on ground or in-flight — really help me reset. I also always carry a journal because long-haul flights are often the only uninterrupted hours I get. There is something about the stillness of a flight that invites reflection and clarity.
So, what’s your idea of a perfect weekend in New York?
Walking. Always walking. My husband and I love exploring the city on foot — stopping wherever we feel like it, people-watching and taking in how different brands tell their stories, be it through store experience or community activations. New York is also always buzzing with creativity and risk-taking, which is just energising to see. And, of course, eating! We always have our favourite go-tos and new names we want to try. There is never enough time to dine at them all but that is part of the fun.
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This article first appeared on May 5, 2025 in The Edge Malaysia.
