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Only best companies and brands which meet requirements of sophisticated and demanding consumers of luxury goods and services become the nominees and winners of the award.
The goal of this unique Award is to form an open, transparent and professional market of luxury goods and services on the territory of European countries, and development of international cooperation.


Carol Chen is a founder of Covetella, the Asia’s newest online destination to shop the world’s most beautiful dresses and the Fashion Partner of the Luxury Lifestyle Awards 2015 Asia. To learn more about it, we asked Carol a few questions.

You are a former 3-time beauty queen, and you had also studied psychology and economics. In the beginning, what did you want more to go into business or to become a fashion model?
My parents are entrepreneurs so I always knew I wanted to eventually have my own business. Modeling and pageants were always just for fun and a way to earn some extra cash. Those experiences also helped me gain knowledge and many relevant contacts in the fashion industry and ultimately helped pave the path to my current business.

Tell us about the idea behind Covetella. It allows women to lend out their own dresses, and at the same time it helps fashion designers to make their works more accessible to a global market. How did you manage to combine those two approaches?
Being a shopaholic and former beauty queen, I had almost a hundred dresses just sitting in my closet being unused. Friends would often ask to borrow them, so I built my own website and started renting them out. Then I offered to help my friends make money by lending out their dresses as well, and approached emerging designers to see if they would be keen on renting out their items. Women loved being able to monetize their closets and designers loved the extra marketing and exposure so it all just worked. 

You have started various companies around the world. What does such process look like? How do you understand that a specific idea may be successful in the selected region?
You should always do your market research, but sometimes you just have to jump in and try things. If you talk to people about your concept and they get excited and there seems to be a demand for it, then you're probably on the right track to building something useful and valuable. Ultimately you'll never truly know if something will work or not unless you try it, and I think remorse is way better than regret. You can always change strategy or product so I think as long as you're learning then it's time and effort well spent. 

What do you think about the fashion in the modern world? How does it evolve? Do people change their attitude to fashion somehow? How has the industry changed over the last few years from your point of view?
I think social media has changed fashion significantly. No one wants to be seen in the same thing twice, even in a photo. Before you might have been able to wear the same dress multiple times without people remembering, but now that's all changed. I think the next big trend is the "sharing economy" whereby everyone just shares their stuff with others so we can all essentially have more without necessarily investing more. Good for the environment and good for your wallet. 

You are also a successful fashion designer. Your first clothing line was sold in 300+ US Stores. How do you explain the uniqueness of your design? What inspires you and what makes your creativity different from others?
 I literally get inspiration from everywhere but I think as a designer it's important to have a unique point of view and a signature aesthetic, as well as be very aware of who your target customer is, what they want, and what looks good on them. Trends will always come and go and not everyone will like your particular style, so the key is to stay innovative and relevant.

You keep starting new companies and brands, manage Covetella, and also have an active social life. What is the secret of your productivity? What motivates you to keep such pace of life? 
I really believe life is short and that I need to make the most of my time here as possible, while trying to take full advantage of the gifts I've been given. I love learning and experiencing new things so I'm constantly pushing myself to take on new challenges and adventures to feel alive and maximized. My parents are my biggest blessings in life so I'm also always trying to make them proud - although their only concern is that I'm happy and healthy. 

As a person who is very familiar with the luxury industry, what can you say about the advantages of getting awards like Golden Crown for luxury companies? Do you have recommendations on how to take the most of an important and reputable award after getting it?
Reputable awards are always advantageous, especially if they help provide validity to the company or create greater awareness of the brand. There's the obvious benefit of using them to impress your customers or to attract new ones, but brands can also consider collaborating with the other associated businesses for cross-promotional purposes since they all share a similar target demographic. 

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