We had the good fortune of connecting with Angie Chua and we’ve shared our conversation below.
Hi Angie, is there something that you feel is most responsible for your success?
Branding. Branding. Branding!
For a long time, I thought of branding as visual appeal- a strong logo, color story, fonts, etc. Branding is so much more than that. It’s the foundation, core, and essence of the products you create and the emotional resonance behind the story you tell. People don’t buy “things” anymore. In a commodity world, it’s important to build trust with your consumer. People invest their money into products that fit their lifestyle, personality, and encourage and enable them to be better individuals. Understanding this helped me craft better messaging, develop better products, and build trust with my customers and it has changed my business 10 fold.
Alright, so let’s move onto what keeps you busy professionally?
I design and create wanderlust and travel inspired stationery and paper goods. My most notable product is the Wanderlust Passport, a journal I developed specifically for documenting travel and new experiences. I was tired of spending thousands of dollars on trips and new experiences to enrich my life only to come home and have very little memory of the things I did. The important details surrounding the places that I stayed at, the restaurants I ate at, the activities that I did, and the trails I had hiked were often so hard to recall. As a result, I created this journal and a whole suite of products that go with it to encourage and enable people to go out and explore the world around them.
As an Asian-American woman, there isn’t a lot of representation for people who look like me in the outdoor industry. I think it’s important to share my experiences and give people the opportunity to enjoy nature and the world around them.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I just moved to Palm Springs in February so I’m still finding and discovering local spots. One of my love languages is breaking bread and having food, so a tour of must-have noshes is important! Brunch at Farm, followed by shopping in downtown. This of course means a pit stop at my new stationery store; bobo palm springs. After some retail therapy, it’s off to happy hour and dinner with the dogs at Boozehounds. Hit up Joshua Tree in the early morning before it gets too busy, and cruise on over to Pioneertown for some beer and lunch. I also love the vintage shopping in Yucca Valley and stopping at many shops as we can as cruise back into PS.
Honestly, a week isn’t enough to hit up all the places I’d like to hit up.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
As a solopreneur and creative, so much of our business is driven by ourselves, and critical decisions are made with no one to bounce ideas off of. Success and failure live in a vacuum that can actively play a role in one’s self-confidence. With that said, I wouldn’t be here continuing to create and make a living out of my passion if it weren’t for my customers, loyal followers, and my friends and family.
I’m also fortunate to have a circle of other small business creatives who understand the struggles, challenges, and hardships of running a business, through its lowest lows, and the highest of highs. Having a community is what keeps this train going forward when I, the conductor, don’t have the wherewithal to keep this vessel moving.
Instagram: @bobodesignstudio and @bobopalmsprings