We were lucky to catch up with Roxy Lu recently and have shared our conversation below.
Roxy, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
Navigating my path as a Chinese international student in the United States has been a journey defined by self-discovery, courage, and resilience. I came to the U.S. as a biology major, unsure of my career path and struggling with a sense of uncertainty about my future. As a first-year student, I found myself questioning if this was truly the life I wanted to lead, especially when I am the only one in the room who is asian yet not native speaker. My family business—SUMU Biopharmaceutical Co., Ltd. has been in the veterinary pharmaceutical industry for 20 years. My father has made significant contributions to the field, earning recognition, patents, and media coverage. Because of his achievements and lifelong passion for the industry, he has always hoped that I would take over his company and carry on his legacy. It was a challenging period, filled with doubts about where I belonged and what my purpose was.
Despite the fear of the unknown, I made a bold decision to pivot. I realized that in order to find fulfillment, I needed to align my work with my passions. Ever since I was young, I’ve had a deep appreciation for visual arts—whether it was sketching, exploring design trends, or simply being captivated by creative expressions. This realization led me to take a leap of faith: I transferred to the School of Visual Arts (SVA) in New York, one of the leading institutions for graphic design, to fully immerse myself in the design world.
The transition wasn’t easy. As an international student and a newcomer to the design field, I often found myself as the “only one in the room” with my background and experiences. I quickly learned that this unique perspective was not a weakness—it was a strength. My upbringing and cultural lens allowed me to approach problems with a fresh outlook, often uncovering solutions that others hadn’t considered.
My passion for fashion added another dimension to my journey. I combined my love for visual storytelling with my interest in fashion by organizing my first-ever popup event in New York, where I independently represented three Chinese independent designer brands: Boujee, HSUX and Hooshout. The event was more than just an exhibition—it became a launchpad for these brands to explore international markets. Following the success of the popup, I worked closely with the brands to expand their presence overseas, securing placements in select concept stores and buyer shops, and implementing strategic seeding campaigns with influencers and celebrities. This experience taught me the importance of bridging cultural narratives with innovative marketing strategies, and it solidified my role as a creative problem solver and brand strategist.
Being effective and successful in spaces where I’ve felt different has been about owning my story and seeing my individuality as a source of inspiration. I’ve learned to listen actively, stay curious, and collaborate with people who bring diverse perspectives. Most importantly, I’ve leaned into my passion, allowing it to guide my decisions and keep me motivated.
In a world that often prizes conformity, I’ve discovered that the courage to embrace your difference can set you apart. My journey from biology to graphic design, and from uncertainty to creative fulfillment, is a testament to the power of persistence, self-awareness, and the willingness to take bold steps toward the life you want.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
My journey in New York has been an incredible adventure of personal and professional growth. Starting as a PR professional, I’ve learned the art of communication, relationship-building, and creating meaningful connections. Working as a brand PR has pushed me to become more social and adaptive, allowing me to meet an incredible variety of people from all walks of life—architects, lawyers, doctors, jewelry designers, and fashion creatives. Through countless conversations about life, business, and brand development, I’ve gained not only a network but also valuable insights into how different industries operate and evolve.
After four years of immersing myself in the Graphic Designer and PR world, I felt ready to expand my creative horizons. This shift marked the beginning of my journey into event planning and experiential design. What excites me most about this transition is the freedom to bring bold and innovative ideas to life. Collaborating with photographer friends and artists, I’ve had the opportunity to design and execute a range of unique projects, from interactive art installations and pop-up events to NYFW runway shows and even a 3D-printed art exhibition. One of the most exciting milestones of my career was becoming a partner at Notyetart. Inc, a platform dedicated to supporting innovative art and design projects. This collaboration has allowed me to further explore the intersection of creativity and business on a global scale.
This year, I took an even bolder step forward by founding my own agency, DLS Branding Strategy Agency, which focuses on providing comprehensive brand operation services. My vision for DLS is to empower more brands to refine their positioning, tell their stories, and connect with their audiences through thoughtful and innovative strategies. I want to combine my experience in PR, event planning, and branding to offer a holistic approach to brand growth, whether through immersive storytelling, digital campaigns, or groundbreaking events.
As for what’s next, I’m continuing to expand my work into new territories. My current focus is on creating immersive, story-driven experiences that bridge the gap between brands and their audiences. I’m exploring more collaborative projects, working with designers and artists to push the boundaries of traditional event planning. From digital activations to physical spaces, my goal is to craft memorable moments that connect people and ideas in fresh, meaningful ways.
New York has been a constant source of inspiration for me, and I hope to keep growing as a creative, a connector, and an innovator in this vibrant city. Stay tuned for more exciting projects in the pipeline—I’m just getting started!
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Reflecting on my journey, I believe three qualities have been the most impactful in shaping who I am today: authenticity, boldness, and resilience. These traits have not only helped me navigate challenging moments but have also allowed me to grow and thrive, even when I found myself as “the only one in the room” who looked like me.
Authenticity has been a guiding principle in my life and career. I’ve learned that being true to yourself—your values, passions, and perspectives—is a powerful tool for connection and creativity. Early on, I realized that my unique cultural background and experiences gave me a different lens to approach problems and opportunities. Instead of trying to fit into a mold, I leaned into what made me different, whether it was through my designs, my PR strategies, or the events I organized. For those starting out, I’d advise embracing your individuality and finding ways to incorporate it into your work. Authenticity isn’t just about being yourself; it’s about knowing yourself and letting that shine through in everything you do.
Boldness has been equally critical. From switching my major from biology to graphic design, to launching my own DLS branding agency, to organizing pop-up events and art exhibitions, each step required a leap of faith. Being bold doesn’t mean being fearless—it means taking action despite the fear. For me, boldness meant asking questions, taking risks, and stepping into spaces where I might have felt out of place. My advice for those early in their journey is to trust your instincts and take calculated risks. Boldness is a muscle; the more you exercise it, the stronger it becomes.
Finally, resilience has been the backbone of my journey. There were countless times when I faced setbacks, rejections, or moments of self-doubt. As an international student navigating an unfamiliar culture and competitive industries, I often felt the pressure to prove myself. But instead of letting those challenges discourage me, I used them as opportunities to learn and grow. Resilience is about persistence and adaptability—it’s the ability to keep moving forward, even when the path is unclear. To cultivate resilience, I encourage others to build a support system, celebrate small victories, and always keep the bigger picture in mind.
When I reflect on the question of “Being the only one in the room,” these three qualities have been my anchors. They’ve allowed me to stand tall in spaces where I may have felt different or outnumbered. My authenticity has helped me build meaningful connections, my boldness has allowed me to seize opportunities, and my resilience has kept me moving forward when things got tough.
For those just starting out, my advice is to be patient with yourself and trust the process. Lean into what makes you unique, take chances that align with your values, and know that every challenge is an opportunity to grow. It’s not about blending in—it’s about standing out in a way that feels true to who you are.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Absolutely! Collaboration is at the heart of everything I do, and I’m always on the lookout for like-minded creatives who share the same passion for innovation and storytelling.
I’m particularly interested in connecting with emerging independent designers and artists—those who have bold, original ideas but haven’t yet had the opportunity to be seen by a wider audience. I believe in growing together and building a supportive network where we can share our visions, collaborate on meaningful projects, and make a mark in the creative industry. If you’re an independent designer or an artist with a unique perspective, I’d love to explore how we can work together to bring your ideas to life.
Additionally, I’m looking to expand my team with talented videographers, editors, visual artists, and installation artists. My goal is to create more eye-catching and immersive events that leave lasting impressions. Whether it’s crafting breathtaking visual experiences, producing cinematic video content, or designing avant-garde installations, I’m excited to collaborate with individuals who can push creative boundaries and bring fresh ideas to the table.
My vision is to create a collaborative and supportive platform where ideas flow freely, and we work together to produce events and projects that not only captivate audiences but also drive real value and growth for the brands we work with.
Above all, I want to create a platform that fosters open communication and collaboration—a space where people from different creative disciplines can come together, share ideas, and inspire one another. If you’re passionate, driven, and eager to create something extraordinary, I’d love to hear from you.
If you’re reading this and feel aligned with what I’m building, please don’t hesitate to reach out!
Contact Info:
- Website: https://www.instagram.com/roxy_wenww/
- Instagram: Roxy_wenww
- Other: Email:[email protected]
Image Credits
image cr: @dolcevita_rm
@abbeyab_68
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