Cover image via Instagram @yenskiboo
Meet Yen Kuok, the youngest daughter of Robert Kuok a.k.a. Malaysia's richest man and the "Sugar King of Asia".
While most of her affluent peers are living the high life and jet-setting across the world, Yen launched a fashion start-up selling pre-loved branded clothing and goods in August last year.
Image via Instagram @yenskiboo / Hogan Club
Yen started Guiltless when she realised that there was no consignment site for people to sell off their high-end goods in Asia, despite the progressive convergence of luxury and technology. Guiltless was officially launched in Hong Kong and Singapore in January 2016.
Speaking to [Wundrful](http://wundrful.com/yen-kuok-guiltless/), Yen recalled when **she tried to sell her branded clothes and accessories to consignment sites** upon her return to Hong Kong from the US, where she attended university. To her surprise, they do not take in products outside Europe and the US.
**Hence, Guiltless was born**. Besides collecting and curating second-hand luxury goods, the site also offers new items from past collections at up to 80% off its original retail price.
Image via BBC
While most of us may think that she had it easy with a rich father behind her, Yen recently revealed that she was raised in a strict environment and was not given much pocket money growing up
"The way my family brought me up was very strict. In fact, **I was not given much pocket money. When I was in school, my friends' pocket money are usually much more than mine**," she said in an interview with Hong Kong media, adding that her first branded clothing – a Viktor & Rolf – was gifted to her by her brother when she was 17 years old.
Yen (right), with her parents Robert Kuok (middle) and Ho Poh Lin (left).
Image via Instagram @yenskiboo
The reason? When Yen was a child, her father once told her that her grandmother did not wish for her to be raised like a "princess" in a wealthy family.
Image via Instagram @yenskiboo
All that aside, Yen said that her father loves her very much and did not pile on the pressure when it comes her academic achievements
"**My father kept telling me that going to school is not only about studying and getting good grades, but instead, education is meant to expand one's horizon**," she said.
"My father had never forced me to get an A in my exams, and he said it doesn't matter if I get a B.
Image via Instagram @yenskiboo
