Elizabeth Soomin Yow established Soomin in 2010, honouring her cultural heritage by naming the brand after her Korean name, Soomin.

Soomin is a luxury line of fashion accessories that incorporates modern designs with classic embroidery techniques and digital print.

From an entrepreneurial family (her parents owned and managed a fashion store and then a successful restaurant), Elizabeth wanted to start her own fashion label from a young age. 

Watching her parents run their businesses taught Elizabeth determination, patience, hard work and most importantly, passion.

A chance encounter during her studies which led to a fruitful working relationship with a leading couture embroiderer (from famous French embroidery house, Lesage) sealed her fate. She discovered her passion for embroidery and the idea for her label was born - to create beautiful fashion pieces for the modern world using the age old technique of embroidery. Working for a time under a premier bridal couturier, further influenced the importance of quality and attention to detail.

An alumnus of University of Technology Sydney, with degrees in Fashion & Textiles and International Studies (majoring in French Studies), and with her experience in couture embroidery, Elizabeth  has created an original label, offering unique products. 

Korean-born, Australian-raised, with a prolonged stint in France, Elizabeth has a unique appreciation of these cultures which is reflected in her pieces.

Soomin is for the modern woman, who loves fashion, quality, and individuality.