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Jong Wei Wei

JONG WEI WEI

Creative director, Duke Dinings

The epitome of a modern working mum, Jong Wei Wei leads a multifaceted career, one that merges her interests in fashion and F&B. A firm believer that every vision begins with a dream, Wei Wei now heads a young and passionate team under Duke Dinings, a wholly owned subsidiary of Ekovest with two relatively seasoned F&B brands (The Loaf and Xin Dau Ji) under its portfolio.

The creative director of Duke Dinings has been responsible for successfully rebranding of The Loaf, an artisan bakery formerly owned by ex-prime minister Tun Dr Mahathir Mohamad. According to Wei Wei, the biggest challenge she faced during the rebranding was to re-introduce the brand to the younger generation and identify the right channel of communication.

Her interest in F&B was first cultivated when she embarked on a Japanese omakase restaurant partnership with executive chef Eddie Ng, co-founder of Ed.ju Omakase. That first venture stirred a deeper interest in her, however, she maintains that every business is unique and requires constant research covering trends to spending habits of the target audience coupled with ever evolving ideas. “Multi angled self-education is the key to success and sustainability,” she says.

Throughout the years, the word patience comes to mind especially during setbacks and trials. “No matter how tough times are, there will always be a way out and you will be rewarded if you persevere with an optimistic mind,” says Wei Wei who also co-founded local fashion brand Materialipstick. She reveals that Duke Dinings is currently in search of acquisitions for new concept restaurants and focusing on introducing unique dining experiences with talented local and foreign chefs into the active F&B scene in Malaysia and neighbouring countries.

Dewdrop pendant in white gold; Dewdrop one line ring in white gold, Dewdrop ring in white gold, Horizon ring, Petal band, Aura ring 0.20 carat, Infinity band & ring by De Beers