Evan’s Journey: From Passion to Purpose with Gohobi

I’m Evan, the founder and managing director of Gohobi. In 2019,  I started out packing orders in a small storage room at home. Today, we’re operating from a 1,500-square-foot warehouse and a physsical shop in London, with orders steadily flowing in. Looking back, entrepreneurship wasn’t about what I ‘should’ or ‘had to’ do—it’s about pursuing what truly inspires you and turning your vision into reality. 

From Corporate Climb to Creative Calling 

After graduating with a business degree from UCL and a Chartered Institute of Management Accountants (CIMA) qualification, I embarked on what seemed like a secure career in finance at a large corporation. On the surface, it was a stable and prestige path. But over time, I realised something was missing. Seeking deeper fulfilment, I shifted from big corporations to small companies, and eventually to nonprofits, trying to find my true calling.

Each step brought a new layer of learning. Large corporations taught me about structure and scalability, but I felt like just another cog in a giant machine. Smaller companies gave me broader responsibilities and a deeper sense of contribution. And in the non-profit sector, I saw that a career could be more than financial gain—it could embody a commitment to beliefs and community. These diverse experiences broadened my perspective and helped clarify what I wanted to build for myself and the impact I wanted to make.

Growing up in an East Asian household and spending my formative years in Paris and London, I became captivated by how cultural nuances shape lifestyle aesthetics. I was particularly drawn to the unique stories embedded in home designs from around the world. I wanted to create a brand that reflects this appreciation, blending my interests with my professional skills.

So, with this vision, I started Gohobi in that modest storage room with a simple yet powerful ethos: “Buy Less, Buy Better” and “Wabi-sabi”—a philosophy that values simplicity, warmth, and authenticity amid the rush of everyday life. I choose every item with care, reflecting a commitment to sincerity, thoughtfulness, and quality, and with it, my vision of bringing comfort and calm into the modern home.

Rising Through Resilience

Starting Gohobi in that small corner of my home, I quickly learned that building a business is far from easy.  Supply chain issues, damaged goods, tight budgets—each day brought new tests of patience and resilience. My busiest days felt like a marathon—I’d start at dawn, packing orders, spend the day managing suppliers, and respond to customers late into the night. At times, when products filled nearly every corner of my space, I wondered if the exhaustion was worth the freedom I was pursuing.

But slowly, those challenges became my fuel. I knew Gohobi wasn’t just about selling products; it was my way of sharing a lifestyle and honouring cultural appreciation. I wanted every customer to find that rare sense of calm through our designs. So, despite the struggles, I kept going- improving our processes and refining our offerings. I settled into a steady rhythm, and with each improvement, I felt Gohobi’s mission coming to life, resonating with others as much as it did with me.

Choosing What Matters

From a small corner to a 1,500-square-foot warehouse and a shop, Gohobi has grown into a lifestyle brand with a distinct identity. This journey might not be a “by-the-book” success, but for me, the soul of the brand is what matters most. Gohobi isn’t just a commercial endeavour; it’s as layered and personal as I am. Every product selection and design reflects my core values: embracing simplicity, imperfection, and intentionality. My hope is that each customer experiences this ethos and finds joy in the details we craft.

We offers products ranging from modest to luxury prices—a strategy that may seem unconventional. However, our mission is to invite more people to experience the beauty of tea culture and East Asian aesthetics. We don’t believe in aggressive marketing or encouraging impulse buying. Instead, we emphasise quality and intentionality. Whether someone chooses an affordable piece or an investment item, our dedication to aesthetics and craftsmanship remains the same. A 30-day return policy underscores our commitment to customers and our confidence in the quality of what we offer.

Paving the Way Forward

From a humble passion project to a full-fledged brand, my journey is fuelled by courage, resilience and clarity. Entrepreneurship isn’t just about “monetising a hobby”; it’s about transforming passion into a sustainable force for good. Each time I witness customers connecting with Gohobi’s products and incorporating them into their lives, I’m reminded why every effort has been worthwhile.

To anyone with a dream, I hope my story inspires you to pursue what you love. Embracing your passion is essential, but so is building the resilience to keep moving forward!