About EDL
Throughout the years, EDL has maintained the values upon which it was founded: integrity, humility, and hard work. EDL is an ever-evolving company that prioritizes efficiency and value, as well as staying on-trend. EDL is a community of people dedicated to caring for each other and the world around them. Female empowerment is a core tenet of EDL’s philosophy, with 80 percent of employees being women, including its guiding voice, founder, and Co-CEO, Jennet Chow.
Jennet Chow
Jennet Chow, the Founder and Co-CEO of Evolution Design Lab (EDL) and Jellypop Shoes, is a second-generation Taiwanese-American from Southern California. She advocates for AANHPI and women-owned businesses and was named one of Inc. Magazine's 2021 Female Founders 100. Her company, EDL, was awarded Inc.’s Best in Business in 2023 for prioritizing purpose over profit.
As a child, Jennet helped her family sell shoes at swap meets, which eventually led to the establishment of their footwear enterprise, Prima Royale Enterprises, selling in every major department store. At 20, she earned an AA in Apparel Manufacturing Management at FIDM, merging her interests in design, marketing, and business. While still in school, she recruited employees to build a design and marketing department and later earned a B.A. in Psychology from UCLA, focusing on workplace culture.
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At age 29, Jennet founded EDL, a tech-focused company that manages the entire shoe manufacturing supply chain using in-house software StyleManager and Segovia. Today, EDL helps other companies streamline their operations with this software. EDL works with safe and ethical factories, designing and distributing affordable shoes for women, kids, and toddlers across the US and Canada. They create footwear for major retailers focusing on comfortable, stylish, and affordable vegan shoes for women and girls.
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Driven by her humble beginnings, Jennet is committed to empowering women, educating youth, and giving back to her community. She was an early leader in Women in the Footwear Industry (WIFI), serving as a founding LA Chapter Chair under the Two Ten Foundation. Jennet continues to champion women’s leadership, speaking alongside Martha Stewart at the 2023 Women Who Rock event and organizing events with Young Professional Groups.
“At Evolution Design Lab, we believe that with resilience, creativity, and care for our communities, we can empower each other to evolve and thrive.”
Jennet Chow
Founder and Co-CEO of EDL and Jellypop Shoes