Recently, Forbes China and Forbes Global jointly released the “2022 Forbes China – Young Returnee Elite 100 Selection”, in which Pu Yiliu, with his splendid entrepreneurial experience and outstanding achievements in China’s new luxury fashion industry, was listed together with famous entrepreneurs such as Wang Xing, co-founder of Meituan and Mao Wenchao, co-founder of Little Red Book.

As one of the most influential lists in the world, this time Forbes and the world once again witnessed Pu Yiliu and the fashion star she founded – ANOTA.

Hurun U30 Entrepreneurial Leader, Chinese Board Member of American Babson College, Mulan Initiative Member of China Entrepreneur Magazine, UCCA Youth Patron, 2019 Forbes Most Promising Women in Business, 2019 Forbes China 30 elites under 30 years, Brand Founder of “ANOTA”, New Luxury Fashion Brand…… All this series of bright labels belongs to the one born in 1996 – Pu Yiliu.

Although she is 26 years old, Pu Yiliu has already been in the business for 12 years. The reporter learned that Pu Yiliu, who graduated from Babson College famous for Business, started her business at the age of 14. At the age of 17, she founded Maigu Life Organic Hall, becoming one of the first founders in China to advocate the concept of organic living. After graduating from college, she joined the UMP Healthcare Holdings Limited as a partner, achieving group’s sales from 30 million to 2 billion in 3 years.

For Pu Yiliu, who grew up in the new century, doing business is not her essence, but she is fully capturing and experiencing the infinite possibilities that this era can provide. Rich entrepreneurial experience in different fields is like the wind, sunshine and rain in the wilderness, so that she can grow more freely without staying in a seemingly stable and fixed environment.

From the perspective of nature and curiosity, regardless of the appearance of business, Pu Yiliu has a strong passion and eager to exploring Chinese philosophy, contemporary art and fashion. She continued to initiate joint cross-border activities that combine art, culture and new technologies. In 2021, Pu Yiliu decided to take the risk of cross-border cooperation to explore the possibility of using his own brand to represent Chinese fashion in the world. In this way, ANOTA, a fashion luxury brand rooted in his own thinking was founded.

It is not an exaggeration to describe the rapid rise of ANOTA brand that “debut” means “known outside of fixed circle”. Only six months after the establishment of the brand, main product “Ran” thorns ring  full of diamond of ANOTA appeared on the stage of the 2022 CCTV Spring Festival Gala, which was worn by actor Liu Tao. At the same time, the related topic was on the forefront of Weibo hot searches that night.

Since the brand’s debut at Shanghai Fashion Week in October 2021, there have been nearly 100 celebrities wearing ANOTA products to attend important occasions which has become a new force that cannot be ignored in China’s new luxury brands. The instant hit of this brand also owes to the internal insight into the times by the founder Pu Yiliu.

According to Pu Yiliu, people, things and objects are not defined in this best era.

The ANOTA brand name can be disassembled, that is, A-NOT-A, which means A is more than A. The evolutionary process of things is constantly created and reconstructed, which is irreducible, that is, not defined!

Without being defined, ANOTA links to the inner power of life.

Under the planning of Pu Yiliu, starts from jewelry, ANOTA adopts the cultivation of diamond, titanium, carbon fiber and other new materials, and uses environmental protection and sustainable methods to create sustainable new luxury future jewelry aesthetics, interpreting the ancient “growth philosophy” from the perspective of fashion and the future.

ANOTA’s brand series use the “spine” as an important creative element, which serves as a symbol of life support and evolution, infusing products with strength and spirituality.

Since its establishment, Pu Yiliu has led ANOTA to set up an independent research and development team, and reached cooperation with a number of domestic and foreign research and development factories. Nearly 20 senior designers who graduated from Saint Martin’s, Royal College of Art, Royal Academy of Fine Arts in Belgium, Rhode Island School of Design and other well-known universities was jointed together to craft products, striving to achieve aesthetic expression in line with the spiritual demands of the new generation of main consumer groups.

ANOTA uses “cultivated diamonds”, also known as “lab-grown diamonds”. As we all know, compared with natural diamonds, cultivated diamonds are more environmentally friendly, low-carbon and humanistic. And under the guidance of the “Carbon Neutral” initiative, the awareness of cultivated diamonds by the capital market and consumers is on the rise. According to Pu Yiliu, cultivated diamond is a blue ocean market. Serving as a track where everything has just started, it becomes a soil full of possibilities.

After the seed round of “Plum Ventures” entered the game, ANOTA has recently received a new round of financing. This round of financing will be used to polish ANOTA’s first offline flagship store. “China’s cultural confidence needs to reach out to the world, and brands that are positioned as new luxury must be infused with a strong cultural gene that belongs to our origin,” Pu Yiliu said. She hopes to create a Chinese top-current new luxury brand with a great international vision and brand tonality by giving full play to the advantages of China’s supply chain and integrating the advantages of the new era’s cutting-edge design force, she will.

This time, she has been selected as one of 2022 Forbes China · Young Returnee Elite 100, showing the world the power of Pu Yiliu and the Chinese brand she represents. In the future, we believe that Pu Yiliu will also work with ANOTA to create a world that is not defined and an era of endless life!

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