Chunks’ Tiffany Ju is creating wearable joy, ‘proudly’ made in China

If you’re looking for something to give your outfit a pop of color, or wear something that’ll start a conversation, accessories are the way to go. Whether it’s a butterfly bun topper, cloud-shaped claw clip, or horse girl barrette, Chunks is known for its whimsically and thoughtfully designed hair accessories that are proudly and responsibly made in China.

I recently sat down with founder and designer Tiffany Ju to learn more about the process of coming up with new designs, how her designs are made in Jinhua, China, and how feedback from the Chunks community helps them create better hair accessories.

This interview has been edited for clarity and length.

Aleenah Ansari: How did Chunks come to be? Did you always know you wanted to be a small business owner?
Tiffany Ju: A lot of people think Chunks came out of nowhere but many years ago, I had a small business where I was hand-dyeing ombre tights. I was trying new things and failing a lot, and it planted the seeds for the business I have today. It taught me how to run a product-based business, and I eventually made enough money to have my own studio, hire people, and explore other mediums like jewelry and cut-and-sew clothing. After six years, I realized that hand dyeing was hard to scale, so my first business came to a natural end.

I later went to the drugstore to find a hair accessory, and I had a vision for how to reimagine it. I eventually launched Chunks in 2019 with a handful of styles. I initially ran a one-person business, so I created the website, ran socials, designed everything, and packed orders. When the pandemic hit, consumer buying really changed. A lot of people were working remotely and taking calls on Zoom, so hair accessories were an easy thing to buy. You could spend $20 and buy a cute hair accessory to send to your sister and friend, and that contributed to 2020 being a big growth year for us. 

AA: What was your vision for Chunks?
TJ: My vision for the business is always evolving. As a creative, I don’t think of myself as going from point A to point B. Instead, it’s more of an intuitive process. Two years ago, I was considering fundraising and moving to the mass market, and it didn’t feel right. Now, I’m getting back to exploring more creative, quirky ideas. I’m an artist at heart, so I’m leaning into that and making sure I have fun with it. I’m also realizing that my business may not be for everyone but at the end of the day, I want to stay true to myself.

AA: Your products come with a label that says that they are “proudly and ethically made in China.” Why is this important to you?
TJ: I did a lot of craft shows in my previous business, and I saw a lot of assumptions and judgments about products being made in the United States. We live in such a consumer culture where people don’t always know where our things are made and what goes into them. In many cases, even products made in the U.S. have components that are made in China.

I started saying “proudly made in China,” and it was something that people were curious about because the phrase “made in China” had a negative connotation and stigma for a long time. Now, it’s something that a lot more people are talking about. We’ve come a long way in our discussion of seeing manufacturing as a nuanced topic rather than something that is black and white.

AA: How do you approach manufacturing in an ethical way?
TJ: People often assume that making products ethically is challenging, but that’s not necessarily the case. China is the world’s factory, and there is a lot of infrastructure there that supports third-party testing and regulation. It’s also important to build relationships. I consider my factory owners friends now, and I trust them as people. If you have a manufacturing partner, do you trust them? Have you visited and seen their manufacturing process in person? 

I started saying “proudly made in China,” and it was something that people were curious about because the phrase “made in China” had a negative connotation and stigma for a long time.

AA: How do the intersecting identities as a Korean American business owner show up in your work?
TJ: Everything I do is informed by my Asian American identity. I often felt self-conscious growing up and felt like I had to hide parts of myself, and those experiences fuel the work I do today and my desire to help people feel fully seen as they are. Asian brands have also gotten a lot more attention across categories from food to fashion, and we’ve built a community to support each other while each having our own perspective and approach.

AA: You’ve talked about how you’ve trusted your intuition throughout the process of building your business. What helped you do this?
TJ: Trusting yourself is a muscle that you get better at with time. Start by taking baby steps by trusting yourself with one decision and seeing what happens. More often than not, your gut is right, especially as you experience new things. Don’t be afraid to embrace failures because they will always teach you something. Then, you can trust yourself better in the future.

AA: You accomplished a lot with Chunks from being recognized as a tastemaker and trendsetter by major publications, to launching in dozens of retailers around the world. As you reflect on all of this, what are you the most proud of?
TJ: As much as I’m thinking of how to improve, I also want to stop to appreciate what Chunks is and the fact that I can put products into the world that resonate with people. As I grow myself and my business, I hold on to the fact that I can show up as myself and make things that I’m really proud of.

AA: What’s coming next for you and Chunks?
TJ: I’m getting back to designing stuff myself, which allowed me to get back into reclaiming my vision and power. You’ll see that come through in the designs later this year, and I’m excited to see what people think.

AA: Do you have advice for other creatives and small business owners?
TJ: There’s a misconception that there’s a “right” way to run a business. The reality is that it’s often a tightrope walk to find the right balance. If I had known where I’d be today, it would have probably been overwhelming. I’m glad that I’ve been able to take everything one step at a time. My business might look linear, but it’s been a journey, and I’m proud of what I’ve learned along the way.