Our DNA

“Knowing yourself is the beginning of all wisdom.”

- Aristotle

“Knowing yourself is the beginning of all wisdom.” - Aristotle

SOOJIN is a living, breathing body. It grows, responds, and adapts as we endlessly seek to achieve unequivocal excellence. At SOOJIN, we embody a distinctive and ever-developing DNA, our internal genetic code that defines who we are. It’s our True North.

SOOJIN is a living, breathing body. It grows, responds, and adapts as we endlessly seek to achieve unequivocal excellence. At SOOJIN, we embody a distinctive and ever-developing DNA, our internal genetic code that defines who we are. It’s our True North.

Our Mission.

To curate the best ethically and beautifully crafted products while providing fanatical service not only to our customers, but to our suppliers and partners we collaborate with.

Our Motto.

Curated with Care. Always unique. Always amazing.
 

Our Mission.

To curate the best ethically and beautifully crafted products while providing fanatical service not only to our customers, but to our suppliers and partners we collaborate with.

Our Motto.

Curated with Care. Always unique. Always amazing.
 


Soo-Jin Behrstock, namesake founder and fearless leader, faced a lengthy journey to build and launch SOOJIN Inc. The process was punctuated with both highly rewarding moments alongside setbacks and frustration. SOOJIN was brought to fruition together with a team of innovative and savvy professionals. The collective efforts and experience of building this brand has been extremely fulfilling, and with passionate minds meeting, our outlook for maintaining excellence is certain.

Soo-Jin knows her strengths and her weaknesses, and with this awareness she chooses to surround herself with people who compliment them.

Soo-Jin believes in:

  • The people who share the mission of the company
  • Continuously fine-tuning process(es) to deliver SOOJIN’s mission effectively
  • Creating a fun work culture where people are empowered to perform their best work
     

That’s our DNA. People, process and culture to build and shape SOOJIN.  

We offer subscription products and gift along with valuable insights from product designers, trendsetters, and expert moms.

Soo-Jin Behrstock, namesake founder and fearless leader, faced a lengthy journey to build and launch SOOJIN Inc. The process was punctuated with both highly rewarding moments alongside setbacks and frustration. SOOJIN was brought to fruition together with a team of innovative and savvy professionals. The collective efforts and experience of building this brand has been extremely fulfilling, and with passionate minds meeting, our outlook for maintaining excellence is certain.

Soo-Jin Behrstock is a business leader and working mom with discriminating taste, sense of style, and a simple need to dress her kids the way she wants without having to spend a lot of time shopping and searching.

Soo-Jin knows her strengths and her weaknesses, and with this awareness she chooses to surround herself with people who compliment them.

Soo-Jin believes in:

  • The people who share the mission of the company
  • Continuously fine-tuning process(es) to deliver SOOJIN’s mission effectively
  • Creating a fun work culture where people are empowered to perform their best work

 

That’s our DNA. People, process and culture to build and shape SOOJIN.  


Our Team

Michael Gibson, President

Michael is a seasoned technology leader with extensive retail, e-commerce and business operations experience. E-commerce clients have included BCBG, Burlington, Johnny Was, James Perse and Robert Graham. Michael and Soo-Jin have previously worked together, having successfully launched and operated AppsPeri, an Oracle JDE consulting agency. As President, Michael oversees the day-to-day operations and administration of the company as well as providing strategic and technical direction.

Michael Gibson, President

Michael is a seasoned technology leader with extensive retail, e-commerce and business operations experience. E-commerce clients have included BCBG, Burlington, Johnny Was, James Perse and Robert Graham. Michael and Soo-Jin have previously worked together, having successfully launched and operated AppsPeri, an Oracle JDE consulting agency. As President, Michael oversees the day-to-day operations and administration of the company as well as providing strategic and technical direction.

Jillian Wheeler, Content Director

Jillian is a multi-talented professional. Having contributed to a wide spectrum of companies – from start-ups to major corporations – Jillian’s unique perspective captures the product’s essence and delivers it to the customer’s platform in a simple and elegant way. With her experience, she can quickly gather objectives and execute them with style and flair. As a hyper-creative content developer, product designer, photographer, videographer, writer and musician – Jillian brings to fruition all ideas and concepts to successfully deliver the final contents to the customer.

Jillian Wheeler, Content Director

Jillian is a multi-talented professional. Having contributed to a wide spectrum of companies – from start-ups to major corporations – Jillian’s unique perspective captures the product’s essence and delivers it to the customer’s platform in a simple and elegant way. With her experience, she can quickly gather objectives and execute them with style and flair. As a hyper-creative content developer, product designer, photographer, videographer, writer and musician – Jillian brings to fruition all ideas and concepts to successfully deliver the final contents to the customer.

Julie Lee, Advisor

Julie is an accomplished technology executive and a long-time friend of Soo-Jin. As a mother of three and an executive to a demanding and fast-growing software technology firm – Julie has become a master at balancing her personal and professional life. With her gained knowledge and experience, Julie enjoys sharing her wealth of strategies and insights with fellow moms who are preparing their re-entry to the professional world. She lends her savvy professional and parental advice with hopes that others may too find a balance in excelling in their careers while growing their families.

Julie Lee, Advisor

Julie is an accomplished technology executive and a long-time friend of Soo-Jin. As a mother of three and an executive to a demanding and fast-growing software technology firm – Julie has become a master at balancing her personal and professional life. With her gained knowledge and experience, Julie enjoys sharing her wealth of strategies and insights with fellow moms who are preparing their re-entry to the professional world. She lends her savvy professional and parental advice with hopes that others may too find a balance in excelling in their careers while growing their families.