Consumer

Lucinda Liu

Associate

My proudest achievement is starting an apparel brand during my sophomore year of college.

Inherited from her parents and honed during childhood moves between her native China and Canada, perseverance and a sense of humor have served Lucinda well.
CANADIAN ICEBREAKER

I’ll never forget starting third grade in Canada, not knowing a word of English. I spent hours practicing a phrase I’d just learned: “What are you doing?” so I could work up the courage to say it to my classmates the next day, even though I hadn’t figured out how I’d understand their reply.

TRUE BELIEBER

When I was a kid, I was a total Belieber. I was obsessed with Supra shoes and MLB Yankees caps, the same ones Justin used to wear all the time (though I had no clue what “NY Yankees” really meant back then).

SOPHOMORE SELF-STARTER

The whole operation was pretty lean and capital-efficient, with just one person on the team: me. I juggled everything, from design and marketing to sourcing and procurement. Nothing feels better than seeing peers rock merch that you created!

Moving to new places while growing up has taught me how to be adaptable, keep an open mind, and appreciate differences.