Exploring the Journey of Tim Liu: Co-founder of Yearn Shoemaker
In the dynamic realm of online commerce, establishing a personal connection with a brand is paramount. A brand devoid of a human touch, unresponsive to queries, or lacking in transparency may raise concerns for prospective buyers. Enter Tim Liu, the affable co-founder of Yearn Shoemaker, whose encounter with him at the London Super Trunk Show 2023 left an indelible impression on many. However, capturing a snapshot with him was a year-long endeavor.
Yearn Shoemaker stands out for offering unparalleled value in footwear, yet navigating its online platform might feel daunting. Enter Tim Liu, proficient in English, poised to address any queries and concerns. Although email responses from mainland China might encounter delays due to internet access issues, rest assured, Tim is dedicated to ensuring customer satisfaction.
Unveiling Tim Liu: The Man Behind Yearn
Tim Liu, a co-founder of Yearn Shoemaker, oversees operations and marketing. Alongside him are Phenix Fu and Jie Zeng, with Jie serving as the Head Shoemaker, boasting over two decades of expertise in the craft.
Tim’s journey into the world of handmade shoes commenced during his job hunt after graduating with a degree in hotel management from Australia. It was during this time that he purchased his first suit and leather dress shoes for interviews, which led him to discover the artistry behind shoemaking. His encounter with Arthur, a store manager at Aquila, ignited his passion for classic men’s fashion. This serendipitous encounter, coupled with his curiosity about Chinese manufacturing, propelled him into the industry.
Diving into Yearn Shoemaker: The Vision and Inspiration
The genesis of the name “Yearn” stems from Phenix’s vision, symbolizing the team’s aspiration to promote Chinese craftsmanship globally. Unlike its predecessor, Slimshoes, Yearn embodies a broader ambition to transcend geographical boundaries and establish a global presence.
Intriguingly, the decision to venture into the export market was driven by years of product refinement and optimization. With unwavering confidence in their products’ quality and aesthetic appeal, Tim seized the opportunity to champion Chinese handmade shoes on the international stage.
Charting the Course Ahead for Yearn
While Yearn’s customer base predominantly comprises enthusiasts, the brand is poised for expansion. Embracing made-to-order (MTO) production, Yearn endeavors to offer bespoke-level features through its Artisanal Line, slated for launch. Additionally, Tim envisions diversifying the product range to cater to evolving consumer preferences.
Amidst the burgeoning landscape of Chinese footwear brands, Yearn remains at the forefront, driven by its commitment to quality and innovation. As Tim navigates the brand’s trajectory, the vision is clear: to extend Yearn’s reach while upholding its ethos of excellence.
Final Thoughts: A Journey of Growth and Possibilities
As the interview draws to a close, Tim reflects on Yearn’s evolution and future prospects. With a steadfast focus on serving a broader clientele and enhancing product offerings, Yearn is poised to redefine the narrative of Chinese craftsmanship on the global stage.
In essence, Tim Liu’s journey epitomizes the fusion of passion, craftsmanship, and entrepreneurial spirit, underscoring Yearn Shoemaker’s unwavering commitment to excellence.
 How do you approach leather sourcing?
Where do you typically obtain your leather, and what challenges do you face in this aspect of production? Has leather sourcing become more complex over time?
Leather sourcing poses a significant challenge for Chinese brands, including ours. Currently, we utilize two primary channels:
– Direct procurement from tanneries: In the past year, our main source of leather has been Annonay. While this approach allows us to tailor our purchases to our specific needs, it comes with the drawback of a relatively high minimum order quantity.
– Collaborating with leather agents: This is the prevailing method in the industry. However, Chinese brands have limited options when it comes to leather agents. While this approach offers flexibility in purchasing and allows for the return of defective materials, it also means that supplies may become scarce, and our choices are constrained by existing stock.
Both avenues yield comparable costs, but regardless of the method chosen, Chinese brands often find themselves unable to access the highest-grade leather. Tanneries typically prioritize supplying European brands, leaving only a limited quota for export. Moreover, as the market for handmade leather shoes remains niche, the number of available agents is dwindling, exacerbating the sourcing challenge. We remain optimistic that Chinese tanneries will eventually produce leather tailored specifically for high-quality shoes. However, this transition will undoubtedly be a gradual process.
During our upcoming visit to the UK, we plan to explore opportunities with leather agents in Northampton, aiming to expand our sourcing options and secure access to premium-quality materials.
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