Estrelladew for the working women

Founder of Estrelladew Seul Lee

Seul Lee is a young, vibrant and smart entrepreneur who is based in Seoul, South Korea. She started up her own business that produces bathrobes, masks for women, wash bands etc. The reason behind this was that she wanted the average working women to relax after work.

We met Seul at a hip coffee shop in the center of Gangnam and got some insights about her and her brand. Check our interview with Seul down below.

Hello! Please introduce yourself. How old are you? Where are you from?
Hello, my name is Seul Lee, I am the founder of Estrelladew. I’m 25 years old and from a city called Daegu, however I am based in Seoul now.

Tell me about your brand Estrelladew and when was it launched?
Estrelladew was launched in December 2016. It is a brand created to improve the quality of life of career women in modern society. I aim to make items that are made for the woman that is beautiful in any environment and is beautiful through their inner beauty.

What kind of product do you sell?
This brand professionally designs shower gowns and headbands used for when washing one’s face. We also specialize in designing and selling shower gowns and eyewear bands.

Estrelladew bathrobe

e weary day. After a hard working day women come back to their houses and might even have families to take care of as well. So I imagined them to have a bit of a time for themselves in the evening for example enjoying a relaxing bathing time and after the bath with their bathrobes on reading a book or having a glass wine or whatever they see themselves relaxing with it. Also bathrobes aren’t a thing here in South Korea it’s more like a European style so I want it to become more of a lifestyle here.

Why bathrobes, masks and wash bands? (Basically why hygiene based)
It is for the career women to celebrate a refreshing day and to present tranquility and happiness at the end of the weary day. After a hard working day women come back to their houses and might even have families to take care of as well. So I imagined them to have a bit of a time for themselves in the evening for example enjoying a relaxing bathing time and after the bath with their bathrobes on reading a book or having a glass wine or whatever they see themselves relaxing with it. Also bathrobes aren’t a thing here in South Korea it’s more like a European style so I want it to become more of a lifestyle here.

Was this a childhood dream of yours?
Yes, it has been a dream of mine since I was young to create a brand of my own.

Estrelladew wash band

Do you have a shop if so where is it located?
Right now there are no offline shops; we only sell through online services.

Could you tell the difficult part of launching your new brand?
I had to go through many difficulties to launch my brand, but they were worth it. It included lot of crying and laughing before launching the brand, however I am in the position I am right now.

Who are your role models business wise or personal wise?
My role model is Hillary Rodham Clinton. She is one who encourages and emboldens women to go out into society to make changes.

Can you tell about your go to clothes and your usual style?
I prefer black color tones with French-chic designs. Sometimes I like to wear street-fashion.

Favorite thing to do?
My hobbies are traveling and taking photos. I like to make memories and recording those memories as photos.

If you wouldn’t be in this industry what would you do?
I think I would have either become a model or a photographer.

Future goals?
To inform the world about Estrelladew’s sensitivity and design. My goal is to spread Estrelladew’s designs and outlook to the world.

The brand is very powerful in a sense that working women are increasing here in South Korea, who also balance their working life as well as their home life and would be in need of Estrelladew products. However this brand is not only catered to working women Seul’s products are also made for women, like stay at home moms or even young women who are students. Estrelladew has a target sells group its longterm goal is to reach women of all walks of life. You can follow Seul’s instagram (@_ladew)for more information as well as her brands website: http://estrelladew.com/