It may have the star power of a Hollywood brand—think Gigi Hadid, Selena Gomez, and a few of the Kardashian–Jenner sisters—but Wanderlust + Co’s roots trace back to a far humbler beginning: a bedroom in Melbourne, Australia.
Launched in 2009 by Malaysian entrepreneur Jenn Low with just under $10,000 in savings, the brand has grown from an indie startup into a global name in affordable-luxe jewellery.
Now, after 15 years of building a loyal online following and opening five stores across Asia, Wanderlust + Co is expanding into the U.S. with new flagship stores in New York City and Philadelphia. The move marks a bold next chapter for the brand—bringing its thoughtful, affirmation-driven pieces to life in two of America’s most style-savvy cities.
“The momentum we’ve seen in the U.S. hasn’t just been promising—it’s been undeniable,” says Jenn Low, founder and CEO of Wanderlust + Co. “From strong sales to high repeat purchases, it’s clear this community understands our mission and wants to be part of it.”
The data tracks: U.S. customers account for 40 percent of the brand’s global website traffic and conversions, with up to a quarter returning to make a second purchase. In other words—buyers of the brand are not just simply window shopping, they’re investing in something that resonates.
And when previous pop-ups let customers experience that message in person, the results were clear: once they could try it, they were sold. “The U.S. expansion is a natural step—not a strategy shift,” Low explains. “We’re giving our customers more ways to connect, whether that’s through the joy of unboxing or the immediacy of trying on in store.”
Though born in Australia and now based in Kuala Lumpur, the brand’s ethos remains rooted in the same values it started with: sustainability, storytelling, and female-driven design. Every collection is crafted by women, for women, in certified ethical factories that meet international standards. At the heart of Wanderlust + Co is a deeply personal design philosophy. Each piece serves as a wearable affirmation—intuitive, intentional, and made to move with you through the everyday. This isn’t jewellery for special occasions; it’s jewellery with meaning, made to be lived in.
With its new U.S. locations, Wanderlust + Co isn’t just scaling up—it’s carving out space for conscious, creative jewellery on the global stage. The goal? To keep building a community that believes in beauty with purpose.
This story first appeared on GRAZIA Singapore.
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