Hi,I'm Hwa-Chien Chen, but Sendi is what everyone calls me. I started in fashion design and worked in product development before moving into business management, guided by one belief: a brand is, at its core, a business, and every fashion brand has one destination, sales.

After graduating, I chose founder-led companies where roles were broad and undefined, taking on design, sourcing, costing and production coordination while staying creative, and eventually leading the design department of a Taipei fashion label through 11 collections.

I work with efficiency in mind, getting to the root of a problem before planning so that no effort is wasted. In meetings, I bring issues into the open and drive the team towards decisions that move the work forward. That same belief brought me to London for an MSc in Management, to strengthen the commercial side of everything I want to build.