About me

I am the Founder and Creative Director of Mignonnette London – British-made luxury clothing brand, a writer and a lover of curious things.
Storytelling has been central to my career for 20 years building some of the world’s most iconic brands across luxury and lifestyle. Naturally, it is also the heart of my own brand.
This site focuses on my writing and publishing news.
You can check out Mignonnette London below:
 
 
I have been writing for as long as I can remember. I self-published my first book aged about five. Raised with an Asian work ethic and the UK’s DIY punk spirit of the mid 80s, I designed a front cover and sold handwritten, stapled copies to visiting relatives. In later years I learned to better monetise my passions for creating imaginary worlds and commercial business ventures.
 
 
I believe most people have a few alternate selves. The common thread underpinning all of mine, is that I love storytelling and the power stories have to shape our lives.
 
I grew up in leafy Surrey, England, shaped my youth in London’s Camden and Shoreditch, before running off to Shanghai and marrying a lovely Swedish boy. I now live with the boy and our sweet babes between the crisp Nordic forest lands and the glittering London tea rooms I will always hold dear.
 
 
For those who care to know: I studied English Lit at Goldsmiths, University of London, Creative Writing at City, University of London, writing fiction with Curtis Brown Creative, and fashion branding at London College of Fashion. I am also a member of SCBWI.
 
 
Thanks very much for getting down this far. You are the best.
I hope you enjoy reading on.
Joon
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To keep updated with my writing news, please join my mailing list.
 
And you can view my inspirations on Instagram or Pinterest
 
Thanks!