Today we’d like to introduce you to Zoey Tran.
Hi Zoey, thanks for joining us today. We’d love for you to start by introducing yourself.
I founded Jeelook in 2013, right after graduating from university in Vietnam with a degree in marketing. After working for several years and saving a small amount of money, I started the brand as an online shop focused on sustainable, handmade jewelry and leather goods. The brand grew quickly through creative markets and led to opening physical storefronts in Ho Chi Minh City in 2014 and 2015.
By my early twenties, I was already running a business, and in 2016 Jeelook expanded into manufacturing and wholesale, delivering over 40,000 handcrafted products for corporate clients such as CBRE, Hilton, and Kaspersky. In 2017, I moved to Texas with my family and had to rebuild everything from zero.
Just one month after arriving in the U.S., I joined my first pop-up market and immediately started selling again. Before officially forming Jeelook LLC in 2018 to operate more professionally, I continued selling while learning the language, culture, and customer behavior in a completely new market. During my first four years in the U.S., I worked 11 different jobs to pursue my dream and support my business — starting as a cleaner, then waitress, bartender, liquor brand ambassador, and later office roles in graphic and video design, among others. Each role shaped how I understand customers, service, and storytelling today.
From 2018 to 2024, Jeelook grew steadily through pop-ups, festivals, and in-store displays across North Texas, while expanding into home décor, resin art, candles, and handmade goods. In March 2025, we reached a major milestone by opening our first permanent storefront at Grandscape in The Colony, Texas.
Today, I’m focusing more on candles and creative workshops. As a former bartender, I design drink-, cocktail-, and dessert-inspired candles where the scent matches the look so realistically that customers often say, “It’s too pretty to burn.” After running a retail business since 2013 — including eight years in the U.S. — I’ve learned that people don’t just come to shop; they come for experiences. Our candle workshops are a space where customers can enjoy time with family and friends and create something meaningful with their own hands.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Running a small business is never a smooth road, whether in my home country or in the U.S. I believe the U.S. is a very promising market for those who work hard, stay focused, and take things seriously. The struggles are constant, keeping up with trends, competing with other small businesses, managing timing and seasons, preparing for slow periods like winter, handling paperwork, customers, shows, employees, and countless daily tasks. But for me, it’s never about a final destination; every day is a new goal and a new challenge to grow and improve.
We’ve been impressed with Jeelook, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Jeelook is a creative lifestyle brand that started in 2013, specializing in handmade, sustainable products like resin art, candles, and crochet items. What we’re known for is not just the products themselves, but the thought, care, and craftsmanship behind each piece, every item tells a story and connects the artisan to the customer.
What sets us apart is that we focus on both quality and experience. Beyond selling products, we create spaces where people can enjoy, explore, and make something themselves. For example, our candle workshops let customers design their own candles inspired by drinks, cocktails, or desserts, matching the scent with the look so realistically that many say, “It’s too pretty to burn.”
I’m most proud that after 13 years — including eight years growing Jeelook in the U.S. — we’ve built a brand that blends creativity, sustainability, and community. I want readers to know that Jeelook is more than just a store; it’s a place where people can shop, create, and enjoy meaningful experiences with family and friends.
Any big plans?
Looking ahead, I’m really focused on growing our candle line and creating more hands-on experiences for our customers. This year, I plan to expand our candle workshops, where people can design their own candles inspired by drinks, cocktails, and desserts, something I love bringing from my background as a bartender. We’re also planning to do more collaborations with other local businesses. This month, we partnered with a store selling matcha drinks to display our matcha latte candle, and soon we’ll display dessert-inspired candles at bakeries and our latte series candles at coffee shops in the area. My goal is to keep blending creativity, craftsmanship, and experience so that customers don’t just buy a product, they make memories while creating something personal.
Pricing:
- Hand-poured soy wax candles: $20-$50
- Candle-Making Workshop: $75–$95 per ticket, includes one DIY candle ($30 value) to take home, with snacks and soft drinks served during the 1.5–2 hour workshop.
- Handmade crochet $20-$85
Contact Info:
- Website: https://jeelook.com
- Instagram: https://www.instagram.com/jeelook.usa
- Facebook: https://www.facebook.com/jeelook.usa
- LinkedIn: https://www.linkedin.com/in/zoeytran2020/
- Youtube: https://www.youtube.com/jeelook
- Other: https://www.tiktok.com/@jeelook.usa
