Lucinda
Liu
My proudest achievement is starting an apparel brand during my sophomore year of college.
Inherited from her parents and honed during childhood moves between her native China and Canada, perseverance and a sense of humor have served Lucinda well.
CANADIAN ICEBREAKER
I’ll never forget starting third grade in Canada, not knowing a word of English. I spent hours practicing a phrase I’d just learned: “What are you doing?” so I could work up the courage to say it to my classmates the next day, even though I hadn’t figured out how I’d understand their reply.
TRUE BELIEBER
When I was a kid, I was a total Belieber. I was obsessed with Supra shoes and MLB Yankees caps, the same ones Justin used to wear all the time (though I had no clue what “NY Yankees” really meant back then).
SOPHOMORE SELF-STARTER
The whole operation was pretty lean and capital-efficient, with just one person on the team: me. I juggled everything, from design and marketing to sourcing and procurement. Nothing feels better than seeing peers rock merch that you created!
Name an experience from your childhood that has made you who you are today.
I’ll never forget starting third grade in Canada not knowing a word of English. I spent hours practicing a phrase I’d just learned: “What are you doing?” so I could work up the courage to say it to my classmates the next day, even though I hadn’t figured out how I’d understand their reply. When I moved back to China in eighth grade, I was able to make new friends from all around the world in the international school I attended. Both of these moves taught me how to be adaptable, keep an open mind, and appreciate differences.
What are some brands you remember loving as a kid?
When I first moved to Canada, I was a total Belieber. I was obsessed with Supra shoes and the MLB Yankees caps Justin wore all the time. I also loved Glico, this Chinese cracker brand that had these sneaky heart-shaped crackers hidden among the regular triangles. I have fond memories of heading to the convenience store with friends, hoping one of us would strike it lucky that day.
Are there lessons you learned from your family?
I like to believe that I’ve picked up the best qualities from both of my parents. From my dad, I’ve learned how to be business savvy and creative, and most importantly, how to crack a joke. My mom may not be the funniest person around, but she taught me the importance of perseverance and empathy. She’s one of the most diligent leaders I know and genuinely cares about each of her colleagues.
Is there anything you look back on and think, “Wow. I did that.”
My proudest achievement is starting an apparel brand during my sophomore year of college. As an international student, I was unfamiliar with football, but I noticed the enthusiasm all the students shared in celebrating and dressing up on USC game days, and spotted an opportunity to create fashionable yet affordable pieces for these occasions.
So you started a business?
The whole operation was pretty lean and capital-efficient, with just one person on the team: me. I juggled everything, from design and marketing to sourcing and procurement. With the support of some amazing friends who helped spread the word, the brand kicked off and was very well received. Nothing feels better than seeing peers rock merch that you created on game days!
Not even finding heart-shaped crackers in a sea of triangles?
Ha! Not even that.
