On a bustling stretch of the West Village, sunlight catches onto the gold lined displays of Wanderlust + Co, a demi-fine and hypoallergenic jewelry brand designed for everyday wear. Founded in 2010 by Jenn Lowe, the brand has since expanded globally, reaching clientele across Southeast Asia and the US with its NYC location through both digital and flagship retail spaces.
EnVi visited the storefront on a sunny morning, weaving through displays of their unique locket necklaces, sparkling tennis bracelets, and an expansive collection of charms. The store quickly filled with visitors browsing the collections, giving us a chance to see Jenn personally interact with customers throughout the morning.
In the midst of the morning rush, EnVi sat down with Jenn to discuss the brand’s evolution, creative philosophy, and commitment to intentional design.
The Personal Touch Behind Wanderlust + Co
What began in Jenn’s Melbourne bedroom fifteen years ago has evolved into an internationally recognized jewelry brand. For the first decade, Wanderlust + Co operated on digital platforms before transitioning into physical retail homes the past five years, establishing stores in Jenn’s home country of Malaysia as well as in Singapore.
With New York City consistently leading as one of their top e-commerce conversion cities, bringing Wanderlust + Co into the city was a natural progression. Jenn spoke about the importance of having a physical retail presence in order to connect with the brand’s community in person.
“It’s also really interesting to not just be selling product, but to also offer special unique experiences in the retail home, such as piercing, welding, locket printing, laser engraving, and ear curation styling. So it has been such a rewarding journey to meet people in real life versus just seeing them as data lines in our reports.”
This was evident in how Jenn warmly welcomed every visitor, remembering faces and recommending pieces. She guided guests through interactive activities from the brand’s new “Words Matter” collection which included a poetry bar where they could select postcards and a wax seal stamping station.
The “Words Matter” collection invites a return to grounded memories and simple language in a fleeting, fast-paced world. This new chapter also introduces new locket designs that open to reveal etched messages.
The inspiration behind the collection came from, as Jenn explained, “the emotions of digitization, the speed that content is moving out, as well as AI. There is a need to ground back in the human experience and the personal touch, and ‘Words Matter’ really calls back to remembering that personal connection, and being able to engage and connect in person.”
Lightness, Curiosity, and Modernity
As the brand continues to evolve while staying rooted in intentional storytelling, Jenn offered insight on how she balances honoring tradition and locality with contemporary design.
“I think there’s so much around us that’s constantly inspiring us. We live in a time where there’s so much content and popular culture that exists all around us… So I think there are so many moments you can leverage that is still grounded to the ethos and mission vision of the brand while staying connected to trends.”
This approach was reflected in the brand’s NYC debut, where Wanderlust + Co collaborated with cult-favorite pizza joint Rubirosa to launch a New York-exclusive pizza slice charm necklace.
“Ultimately, I think one thing is super important for me as a founder is to never forget that fashion, and particularly the demi-fine category we’re in when it comes to jewelry, should ultimately be fun. We want for people to, first and foremost, lead with really liking the look and feel of something, and feeling like that design is something that represents them when they wear it,” Jenn shared.
Much like its namesake, Wanderlust + Co seeks to evoke that same sense of curiosity, playfulness, and individuality, encouraging wearers to express themselves through pieces that feel joyful and personal.
Jenn pointed out bestsellers including the Ravioli Necklace from the same “Food Lovers Club” collection as the Pizza Slice Necklace as well as the Mahjong Gold Charm from their “Lucky Valentine” collection.
Some of Jenn’s personal go-to pieces include the iconic Sunseeker and Sunlit necklaces from the “Sun Series” collection. “There is a sliver of [the] moon that represents anything we might be going through, wrapped in sunlight to remind us that we’re all made of light, grounded with the toggle, and the North Star,” she said.
The Sunseeker motif was brought to life as the centerpiece of the store, displayed on a magnetic wall installation, inviting visitors into the light of the collections as they moved through the space.
The Craft Behind the Collection
Wanderlust + Co created jewelry with the intention of making pieces that look and feel good on the wearer, beginning with thoughtful, sustainable design at every stage of the process. As the brand continues to grow, Jenn highlighted its ongoing commitment to sustainability, responsible sourcing, and transparency across the design process.
“The key unique proposition that the brand offers from a sustainability perspective is actually the clean metal base that we use in all of our design production, and therefore the more we expand, the more clean jewelry becomes the norm, which brings a lot of joy to the mission and the vision of the brand.”
It all starts with hand-drawn sketches that are then digitized and translated into a wax mold for production. The metals undergo a special filtration process that removes allergen materials such as lead, zinc, and alloy. Recycled materials are also incorporated in the making of the jewelry, creating a final product that is kind to both the skin and the planet.
Jenn reflected on the value of centering artisans in the production and rethinking traditional jewelry manufacturing, emphasizing a more direct production model.
“When we scouted for potential production partners and artisans to partner with, it seemed natural to cut out that middle person and ensure that more profits for the efforts goes to the hands that make the product, and then pass the savings along to the end consumer, our guests, and our community who touches the pieces.”
Inside the store, the behind-the-scenes process was made visible through visual displays of the wax molds, comparisons between new and “well-loved” jewelry pieces, and a recycling station where customers can drop off their old jewelry for a discount reward.
Building With Heart
Looking ahead into the next chapter for Wanderlust + Co, Jenn revealed that they will be venturing into fine jewelry following strong demand from longtime customers. The new “You’re So Fine” collection, launched on May 14, introduces elevated materials and precious stones while maintaining the same sense of wearability and personal connection.
As the interview came to a close, Jenn shared advice towards young API women who are looking to build something of their own: “Be fully yourself.”
“Don’t ever regret doing the right thing or working hard, which I know is very foundationally Asian, how we’re all raised,” she laughed. “I think the world, every day when you wake up, will work a thousand ways to harden your heart, and you want to be smart about things, but you want to keep your heart soft. Our one life is too precious to live in a jaded state.”
To learn more and be updated with Wanderlust + Co’s releases, check out their website and Instagram!
Interested in discovering more API owned brands? Check out our intervieiw with Vietnamese avant-garde fashion house DOAN Atelier!
