An elevator convo with Lee Tsui. See here for more from our Next Up series.
What do you do?
I am the creative director at JUSTJAMES. I design all of our products from the ground up with the vision to create a luxury tech, travel and lifestyle brand to rival high fashion houses.
How does your business work?
The basic core of the company is based around my idea of what a beautiful and compelling tech or travel product should look like. I take inspiration from my background in fashion and try and bring a new twist to technology and travel that also integrates the core essences of chic design, performance and function.
How did your business get started?
JUSTJAMES is a concept I have been planning for years. I initially founded [technology accessories brand] RETOUCH POWER as I saw a gap in the market for USB tech-related products. At the time of founding RETOUCH, no one had truly thought to create beautiful and cute charging accessories purely designed for the female demographic. Taking inspiration from high fashion cosmetics, we created a range of charging solutions that anyone who loves cute would desire. It was a risk to be the first in this new category, but it paid off wonderfully, as we were able to capture such a great chunk of the market that most designers had completely neglected.
I’ve taken this one step further by building upon that same focused concept but expanding out to unisex with tech, with less novelty cute forms and more luxurious, elegant forms. We’ve now started launching our first range of items that will cater to people who want chic and elegant tech solutions, and will quickly move to travel accessories.
Who are your clients?
Our main end customers are people who simply love products that look and feel very high fashion, products that get them excited and can create talking points amongst their friends. These products are fashion statements, often bold and extravagant, defining the user as someone who loves fashion and desires the best out of life.
What’s a day in your working life like?
I actually never work in an office. I absolutely hate corporate environments. Right now, I am working in a coffee shop in the middle of Omotesando, Tokyo! I tend to work best when I am in inspiring places, so the majority of my work outside of factories is spent travelling, designing and sending e-mails throughout my day via my smartphone or when I have my laptop planted on a table in front of me.
Where do you see your business in the future?
I have had the long term vision that JUSTJAMES will be visible either in all airports around the world as a sub-brand inside a gift store or eventually having its own stores in locations where people are travelling. I noticed a long time ago that airports are absolutely full of high fashion or luxury brands when it comes to clothing, jewelry or watches, but there are no brands currently present in tech, travel and lifestyle where people can buy nice things for themselves or as gifts. JUSTJAMES is focused right now on filling that void across airports around the world.