From craftsmanship to works of art, when traditional values combine with contemporary art, it is a woman’s entrepreneurial journey …
Founder Vu Phuong Thuy at Duyen Boutique. In the beautiful space of Duyen Boutique, Ms. Vu Phuong Thuy introduces us passionately about each scarf. The scarf is used to make the charm, the scarf can be transformed into a shirt, the scarf in the hair and the framed scarf hanging on the wall like an art-décor … Each Duyen’s scarf is a story told in visual language distilled from the past, such as the picture “Peacock” by Hang Trong, “Ly Hope for the Moon” or “The Poison Pig” Kim Hoang … for traditional handicrafts a new life, both modern, close and luxurious, but also like a cultural business card. STARTING SOURCE OF QUALITY FROM THE PAST It is known that she used to have a long time working as a reporter, television editor. So why did you switch to a very different field of business? When entering the business path, I always have the thought of a journalist who has worked for many years in the field of culture. When I was a reporter at Hanoi Television and VTC Television, I had many opportunities to interact with traditional craftsmen, conveying topics about folk culture to the audience. I especially love the traditional culture of my country, and always want to spread that love to many people. So, whether as a reporter in the past, or as a business person today, I still think my best role is as a “storyteller”, just one way or another. So in the field of design – silk scarf business that you pursue, what story are you trying to tell? The quintessence of Vietnamese culture has always fascinated me. I noticed the generosity and generosity of the Vietnamese people there. That is not a glossy but remote beauty. Drawings in folk paintings, patterns, lines of pots and jars still hide the “rustic” but still delicate enough to feel warm, warm, close and very lively. That is the spirit I want to convey in Duyen silk scarves. In a nutshell, do you want to bring traditional culture into contemporary life through practical objects? But why is it a towel and not a clothes, a tie…? Take a look at my towels, do you see that it has its own style? I also often get asked why not expanding, adding other products to rich, easy to sell. Actually, it’s not about choosing what kind of product is right or what is wrong, nor is it that the business of one thing is right but the general business is wrong. But I want when people talk about silk scarf is to say Duyen, when it comes to me is Duyen. Founder Vu Phuong Thuy The quintessence of Vietnamese culture has always fascinated me. I noticed there the generosity and generosity of the Vietnamese. Drawings in folk paintings, patterns, lines of pots and jars still hide the “rustic” but still delicate enough to feel warm, warm, close and very lively. That is the spirit I want to convey in Duyen silk scarves. And so we have the “Love Story of Heritage and Creation Quintessence”, right? Because there is a brand slogan that has the element of “love story”, the brand name is named “Duyen”? I don’t know if the word Duyen has many meanings in other languages, but in Vietnamese, as you know, the word Duyen has many very nice meanings. I chose the word Duyen because, according to me, the feature of Duyen makes people more attached to it than pure beauty. As in folk paintings, the charm is already in the way of making, in color, in the meaning. We will be the knower of that past quintessence with today’s contemporary creation. The skill of the ancient artist will be matched by the fluttering of the artists of this era … SLOW SLOW IS THE WAY SUITABLE TO HIGH-CLASS PRODUCTS Did you go to a design or business school? Because if you want to embark on something, you have to understand it well … In today’s open age, in my opinion, we do not necessarily start with a certain skill of ourselves. What we need is values, is the core idea. And the right companions will help us go further. I can do 1 thing by myself, but with 1 more valuable companion, 2 people can not only do 2 and will be 3 – 4 things. In Duyen silk scarf segment, I am the person holding the spirit, the brand’s spirit, and the direction of development. And my companions help me realize the idea into a real product. 
How did you find a team with you to have a team of many different roles and components? My point is relevance is more important than an excellent profile. This is very suitable for small businesses, startups. My staff is small, but multitasking and flexible. Don’t wait for a complete apparatus to be built to get started. Also do not choose people with a high job position history but just choose to follow the correct job description, or set multiple conditions. Because we need companions, we need a team to go together, not a monumental business organization. What were the advantages and disadvantages of the first time in the business? Was Covid-19 a shock to you, when Duyen’s product – which is easily popular with international tourists – suffers from silence due to tourism freezing? Doing business in a field that is not new is a silk scarf is inevitable. But the way of walking slowly, taking care of the product, so that customers have time to feel, experience, love and stick with the brand is still the way that is suitable for a high-end product like Duyen. On the other hand, doing with silk, printing on silk, stitching by hand, are all very elaborate steps that are difficult to do. I had to pay for product testing quite a bit. The product did not print, printed many errors, even finished the product line and then recalled it because the trial was not satisfactory. Regarding customers, as you said, international customers are the right target for products with such cultural elements. Covid-19 has made the market quiet for more than a year, making its voice more easily heard. Europe is also an opportunity. But Duyen is first of all a fashion accessory. I believe that the number of domestic customers looking for a fashion product that embodies a well-liked lifestyle is also significant. And that is also the object of Duyen towels. A young businessman that I interviewed once said: trading cultural products is quite difficult, because there are many meticulous steps that I have to directly engage in, not simply. buying and selling an item for a profit. Therefore, if you want to start, you must first have enough passion … This is absolutely true. I very much share what the young businessman was concerned about. On the other hand, I think her and I both realize that products of cultural value, handmade products need to be carefully crafted and placed in the position of premium products. If we can produce products with a high content of brainpower, creativity and sophistication, then we and our customers are no longer in the position of sellers and buyers, but those who share the same beliefs. passion. 
If you can be described about your products, what are the factors you like most? 100% natural silk, hand-stitched, or painted from the past? What I am most proud of is the predestination of Duyen! We weren’t the first to make silk scarves. We’re not the first hand-stitched silk scarf brand. We’re also not the only place to put traditional motifs into our products. But look at each of our designs, see how we transform from past patterns, feel how we bring contemporary soul into our products, hear us tell the meaning of each scarf. There are many factors that cannot be formulated to make the spirit of Duyen. DON’T START YOUR BUSINESS ONLY FOR PASSION What kind of women will your customers be? The people who choose Duyen towels are those who seek not only a beautiful and quality product, but also enjoy Duyen’s story. When they take the time to learn the meaning of Vietnamese folk art told through Duyen scarves, that means they are concerned first, and then respectful of things belonging to literary values. chemical, worth living. And I believe, if they choose a Duyen scarf because of its meaning, they will definitely want to share with others about the reasons for their choice. As a result, they also became the spread of traditional values like me. After silk scarf will be the next product? What do you expect in the market for products with traditional cultural elements of Vietnam? Right now I am wholeheartedly devoted to Duyen silk scarf. I think it’s time to properly position the high-end for products with traditional cultural elements. To do so, first of all, the craftsmanship should be preserved intact. Next, there should be more creative stages, designs based on traditional craftsmanship, to enhance the aesthetics, quality and functionality of the product. And to have a market, it is necessary for business people to dare to invest in this difficult area as we are doing. 
“I always cherished my plan to bring Duyen to the world market. Marketing as a Vietnamese brand name, selling online on e-commerce channels, and gradually making a name for itself. We will tell the world the beauty of Vietnamese traditional quintessence in a very contemporary language ”. With a startup project in the fashion industry, what factors will be the key to success? In my opinion there are two factors you need to keep in mind. The first is that your fashion brand must have a personality. And the second is very important that not everyone understands: fashion is not just about clothes. Products are just one of a series of stages in a fashion business process. What advice would you give to young people who are looking to start up their own businesses, especially if they are women? I just have a little thing to share like this. There will be many people who start with passion, thinking that being able to do what they love is happiness. But when you get to work, you’ll have to deal with a thousand other headaches besides the ones you like. Then passion is good, but don’t take it as your only reason to start a business. In other words, love with reason. Analyze whether that love has a future, whether we have a long way to go with it, is able to bear fruit or not … All of these while not guaranteeing success, but will at least help. I firmly believe to walk. Thank you for taking the time to chat with VnEconomy. Wish you always luck, happiness and success!
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