From the fashion classrooms of Brisbane to the luxury boutiques of Singapore and the creative streets of Paris, Jay Heo (M18) has built a career that bridges continents, industries, and ambitions. A graduate of the ESSEC Master in Strategy & Management of International Business (SMIB), she transformed her experience in leading luxury Maisons into a bold entrepreneurial venture — Maisonje, an elegant accessories brand designed for modern professionals. Driven by curiosity, resilience, and the ESSEC spirit, Jay continues to redefine what it means to be a global entrepreneur: thoughtful, connected, and true to her creative roots.

From fashion student to luxury insider
“After completing my bachelor’s degree in fashion design, I always dreamed of working in luxury—not just in stores, but at the headquarters.” Jay explains. “To do that, I knew I needed a Master’s degree.” While working in a Louis Vuitton boutique in Brisbane, she stumbled upon an article about the ESSEC–LVMH Chair in the LV Magazine.
She set herself a three-year plan: complete her studies at the University of Queensland, which offered an exchange programme with ESSEC. In 2017, after discussions with Professor Denis Morisset, she joined the SMIB programme in Singapore.

Learning the ropes of luxury
Her first professional steps were in some of the world’s most prestigious Maisons: a six-month internship at Richemont, followed by positions at Cartier (in product marketing) and Van Cleef & Arpels (in PR). But something was missing. “I missed creating,” Jay admits. “I wanted to build something of my own.”

 
Finding inspiration for Maisonje
In 2020, she returned to Australia, working in digital marketing and content for premium wineries. Two years later, she decided to move to France for a year — a turning point.
“It’s in France that I found the inspiration for my brand,” she says. “I saw business professionals biking to work — stylish, elegant, but practical. That’s when I thought of creating high-quality, design-forward backpacks that fit that lifestyle.” 
While working for an art fair exhibition, she developed her business in parallel. A demo day at ESSEC helped her meet students and future collaborators — and soon after, she produced her first prototype. From there, she travelled to the Canton Fair, found a Chinese supplier (“the first batch had 60% defects!” she laughs), and eventually set up her company in Australia and Korea. She wrote her entire 30-page business plan herself.
In 2024, she launched her first crowdfunding campaign alongside a Korean influencer — “I never pay for celebrities,” she adds with a smile.

 
Building networks — the ESSEC way
When she returned to Korea, she wondered how to rebuild her network. “So I naturally reached out to Thomas Sommer, President of the ESSEC Alumni South Korea Chapter, and started attending chapter events. She also joined the Australian Chamber of Commerce in Korea, expanding her professional circle further.

What’s next for Maisonje?
Jay’s products have already received excellent feedback from Japanese buyers, and her brand will be featured at the K-Brands Pop-up Store in Paris this November (Address: 80 Bis Rue de Turenne, Paris) from November 25th to February 15th.
Looking ahead, she plans to establish a stronger presence in Paris in 2026 to further expand her business at Station F.

Her advice to ESSEC students about networking
“I met amazing people through the ESSEC network,” she says. “One alumnus told me I needed to register my trademark — something I had no idea about! You never know what opportunities come from networking.”
Her advice is simple: “Don’t just stick with your friends, even if you’re shy. I still get nervous, especially around French people! But it never hurts to introduce yourself and ask what others do — that’s how conversations start.”
She cites Alice Lienard (BBA 24) as an example: “Alice reached out to me on LinkedIn for a coffee chat. We met in Paris, then again in Korea. I even added her to our ESSEC Alumni Korea KakaoTalk group. She’s bold — curious, open — and that reminded me of myself. I wanted to help her.”

 
The ESSEC spirit
When asked to define the ESSEC spirit, Jay doesn’t hesitate: “It’s a pioneering energy — people who want to achieve something meaningful. Success isn’t about money; it’s about following a dream.”
She adds: “ESSEC people are open-minded, curious about other cultures thanks to the school’s international exchanges. They have broader horizons and a conquering spirit — something you feel every time you meet another ESSEC alumnus.”