About us

Founded in 1990 by Joy Jin, Lumere was originally called Dong Ying -meaning “Eastern Cherry Blossom.”

The name reflected what Joy loved most: quiet strength, renewal, and beauty that arrives gently.

Joy began her career as an electrician, working long hours in a field far removed from fashion. But whenever she had a moment to herself, she drew. Clothing designs filled the margins of notebooks and scraps of paper.

Seeing her passion, her family bought her first sewing machine. Joy began making clothes for herself, then for her family. Her designs were practical yet thoughtful, shaped by real needs and real bodies. People noticed. Orders followed. What started at home slowly grew into something more - a small but meaningful label built by hand, patience, and word of mouth.

As Joy grew older, her pace naturally slowed. But the spirit of Dong Ying never disappeared.

It lived on in her daughter, Catherine, who grew up watching her mother create - learning that craftsmanship is an act of care, and that work done with love carries lasting meaning. Lumere is a continuation of that story: a reawakening of the original brand through a new generation, grounded in the same values of resilience, femininity, and quiet confidence.

Renamed Lumere, inspired by the lightness of fine cashmere, the brand honors both past and present. This is not just a fashion label, but a legacy passed from mother to daughter, stitched together by time, memory, and love.

Cashmere was always at the heart of Joy’s work.

From the beginning, she believed that truly good clothing starts with exceptional materials. She sourced high-quality cashmere from New Zealand, choosing fibers for their softness, warmth, and durability, and transformed them into beautifully made garments meant to be worn and loved for years.

This philosophy continues with Lumere today. Every piece reflects the same care for quality and comfort—luxurious in feel, thoughtful in design, and accessible in spirit.