Ep 299 | Jennie Yoon

Written By Yasmin Nouri

For 2 Years, She Balanced Corporate Life & a Side Hustle—Then She Went All In, and Everything Changed

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Jennie Yoon is the founder and CEO of Los Angeles-based direct to consumer jewelry brand, Kinn Studio. 

Kinn Studio was born out of loss. In 2015, her family home was robbed and all of her family heirlooms and jewelry were stolen. That’s when Jennie decided she wanted to find a way to replace the antique jewelry her parents lost. After searching for the right jeweler to help her recreate those one of a kind pieces, and getting so many compliments from people, Jennie decided to launch Kinn Studio in 2017 as a side hustle. 

In this week’s episode, Jennie shares her key mindset shifts that helped her transition from corporate to the start up world, the challenges she faced growing up as a young woman moving to America from Korea, and how those experiences impacted her life. Jennie also explains how she made the bold decision to stop playing it safe and pursue her dreams with her jewelry business. She describes how her genuine curiosity led her to learn about the industry, how she used her own money to set it up as a side hustle, and how she persevered despite facing many rejections. Jennie also shares her strategic approach to launching the brand, the moment she realized she was onto something big, and how she finally came to the decision to quit her full-time job. She talks to us about the steps she took to build her brand and refine her messaging, and how she's mastered time management, which has helped her succeed not only as a founder & CEO but also as a mother of two. 

Show Notes:

  • Skills and mindset shifts that fueled her entrepreneurial journey. [02:57]

  • Jennie’s childhood and early influences. [05:40]

  • Her HR role at MySpace and early business interests. [08:33]

  • Jennie’s MBA experience: gaining knowledge and building networks. [12:45]

  • Meeting the Casetify founder and joining the team. [14:24]

  • The importance of time management and self-learning. [18:24]

  • Inspiration for Kinn Studio and turning passion into business. [21:02]

  • Early product launches and self-funding Kinn Studio. [22:14]

  • Building brand awareness from the start. [25:31]

  • Initial brand strategies and how she engaged with customers. [32:01]

  • Finding a unique angle in the market. [34:44]

  • Jennie’s business thought process. [40:20]

  • Time optimization tips for entrepreneurs. [46:55]

  • How Jennie navigates challenging moments. [51:43]

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