We recently connected with Jimin Lee and have shared our conversation below.

Alright, Jimin, thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

It wasn’t some lightning bolt of inspiration—it was something I had quietly used and loved for years.

I first came across a version of the product a few years back. Being in fashion, I knew how to source, so I found something similar just for myself—something that could hold my sunglasses without being bulky, and that I could clip onto any of my bags. It was convenient, functional, and actually kind of cute. I never thought much of it beyond that—it was just something I used, day in and day out.

Then life happened. I stepped away from fashion and found myself caught in the exhausting cycle of job searching. I kept asking myself why I had to keep proving my worth—when I already knew I had the skillsets, the work ethic, and the experience.

That’s when it all clicked: What if I stopped waiting to be wanted… and started building something of my own?

But the question was, what?

And then I realized—I had been carrying the answer with me all along.

This little charm, the one I’d been using for years, wasn’t something I had seen anywhere else. And it wasn’t just cute—it solved a real problem. I knew I wasn’t the only one constantly switching bags, misplacing sunglasses, and needing things to be both stylish and functional.

So I got to work. I refined the sourcing, designed the packaging, thought deeply about the branding, and imagined the kind of community I wanted to build around it. I launched with just a few units and a big hope: that people would not only get the product, but also the why behind it.

And they did.

That was the beginning of Jolivia—not from a perfectly polished plan, but from a quiet realization: I already had everything I needed to start.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My background is in fashion design—I spent over 6 years working in the industry, but over time, I became disillusioned. It started to feel like I was creating things just for the sake of consumption. I wanted to build something that was both intentional and functional, something with meaning. That feeling only grew stronger when I became a mother. My priorities shifted, and so did my perspective on design, business, and life.

Fast forward a few years: after leaving fashion and transitioning into UX/UI design, I began to understand how design could solve real problems. Not just look good, but make people’s lives easier. At the same time, I was struggling to re-enter the job market, sending out countless resumes, trying to prove my worth, and constantly questioning myself—even though I knew I had the skills.

That’s when the idea for Jolivia clicked into place.

Years ago, I sourced a unique sunglasses case charm for myself—something compact that clipped to my bag and kept my glasses safe, without needing a bulky case. I used it daily but had never seen anything like it in stores. I realized: this solves a real problem, and I can build this into something bigger.

So I did.

Jolivia is a brand rooted in functionality, fashion, and storytelling. Our hero product is a sunglasses case charm—a stylish, clip-on case that keeps your sunglasses (or glasses!) protected and always within reach. It’s perfect for people who are always on the go, switching bags, juggling kids, coffee, and keys—people like me.

But Jolivia is more than just a product. It’s a story about women building something from scratch. It’s about showing my daughter that we can create our own opportunities. It’s about connecting with others who want fashion that makes sense—not just fashion for fashion’s sake.

What sets us apart?
We’re not a massive brand. We’re real people building something from the ground up, with love and purpose. Jolivia isn’t just about style—it’s about solving daily annoyances with joy, charm, and a bit of sparkle. And because we’re a mother-daughter business, there’s an added layer of legacy and empowerment in everything we do.

What I’m most proud of isn’t the product—it’s the conversations it’s started. The people who tell me, “I didn’t know I needed this until I saw it.” Or, “I bought this for my mom/sister/friend because they’re always losing their glasses.” It’s those moments that remind me why I started.

So if you’re here—thank you.
Whether you’re a customer, a fellow mom, a founder, or just someone who appreciates thoughtful design—I’m so happy our paths crossed.

Have you ever had to pivot?

One of the biggest pivots in my life was walking away from the fashion industry—something I had studied, worked in, and dreamed about for years.

I spent over six years in fashion, but the deeper I got into it, the more disillusioned I became. Fast fashion was booming, and it started to feel like I was just contributing to endless cycles of consumption. There were so many problems I noticed—from sustainability to labor ethics—and looking back, I wonder if I could have been part of the solution from the inside. But at the time, I didn’t feel empowered to change the system. I just knew I didn’t want to keep creating for the sake of creating.

That’s when I made a hard pivot into UX/UI design.

It wasn’t an easy switch—it meant starting over in many ways. But UX gave me a new lens. It taught me how to design with purpose. It gave me a framework for solving real problems—not just aesthetically, but functionally.

That pivot was one of the most important decisions I’ve made. Because when the idea for Jolivia came, I didn’t just think “this is cute”—I thought, “this solves a problem.” And more importantly, “how do I turn this into a solution others can use too?”

UX taught me how to build things that are meaningful and user-centered. Fashion gave me an eye for beauty and storytelling. Jolivia is where both sides meet—and I’m really proud of that.

Any fun sales or marketing stories?

I still have so much to learn when it comes to marketing and sales—it’s not my background, and honestly, I had zero experience when I started Jolivia.

But one thing I’m incredibly proud of is this: I became the face of my brand—even though every part of me wanted to hide.

I’m naturally shy. I’m an introvert. I was never active on social media. I used to avoid the camera, didn’t like the sound of my voice, and picked apart every video or photo I was in. So when it came time to promote Jolivia, I was terrified. I knew the product was meaningful, but I also knew no one else was going to advocate for it the way I could.

So I made a decision: If I want to build something real, I have to show up—even if it scares me.

I started filming reels. I talked on camera. I shared my story. I pushed past the self-doubt. And I did it all with one thought in mind: If I can’t love myself enough to show up, how can I tell my daughter—and other young girls—that they should?

Jolivia was born from a desire to empower—not just through the product, but through action. I wanted to be a role model, not just a maker. And showing my face, my voice, my imperfections—that was my risk. And in the end, it became one of the most powerful things I could’ve done for the brand.

Because people don’t just buy products—they connect with people. And the more I shared, the more others reached out with encouragement, kind words, and even orders. That connection, that honesty—it made all the difference.

So no, I didn’t pull off a big campaign or crack some sales formula. But I stepped into the spotlight when everything inside me wanted to shrink back. And that’s a win I’ll never forget.

Contact Info:

• Website: https://www.joliviakim.com
• Instagram: joliviakim
• Facebook: https://www.facebook.com/shopjoliviakim/
• Linkedin: https://www.linkedin.com/company/joliviakim