Jenny Zheng Redefines Public Relations with Velvet.Co’s East-Meets-West Approach

Image Courtesy of Jenny Zheng

Against the backdrop of an oversaturated public relations market, the Shanghai-born Jenny Zheng stands out for the ethos she has built her career on: “PR should feel personal.” Her New York-based agency, Velvet.Co has become a trusted partner for fashion, beauty, lifestyle, and tech brands wanting to resonate across borders.

From hosting intimate client meetings in a modest showroom to leading an acclaimed firm, Zheng’s cross-cultural perspective—shaped by a career spanning the two global capitals—has been the steering force behind Velvet.Co. As the agency has grown, expanding into new markets, its core identity has remained entirely in lockstep with hers: community-driven, creatively sharp, and committed to campaigns that actually mean something; a trajectory that spoke to both her vision and staying power.

1202 MAGAZINE caught up with Zheng about the early days, the future of brand storytelling, and why emotional connection is still PR’s most powerful tool.

What was the spark behind launching Velvet.Co, and how did your personal journey from Shanghai to New York influence the kind of agency you wanted to build?

I started Velvet.Co as a passion project to help international brands build their presence in both the U.S. and Asia. Growing up in Shanghai and then building my career in New York gave me this unique perspective—I saw how many incredible brands had amazing stories but struggled to connect cross-culturally. Velvet became my way to bridge that gap. For me, PR isn’t just about promoting products; it’s about telling genuine stories, supporting creative talent, and building a global community rooted in creativity, connection, and understanding.

When you look back on the early, scrappy days of Velvet.Co, what moments or lessons stand out as defining for you?

One of the most defining moments was when our team of five or six worked out of a tiny office on Broadway—barely 500 square feet, and originally our showroom. It was cramped, chaotic at times, but it became a meaningful hub. We hosted so many people there—partners, influencers, buyers, editors, stylists. It didn’t matter that we weren’t in a polished space. What mattered was the energy, the vision, and the connections we were building. That intimacy created a foundation of trust and collaboration that still shapes Velvet.Co today.

Velvet.Co, under your leadership, has scaled from a lean, independent agency to one that’s led over 100 campaigns globally. What’s been the key to growing intentionally while staying creatively sharp?

Even as we’ve scaled, the heart of Velvet hasn’t changed—it’s still about authentic storytelling. We’ve now worked with over 100 international brands and hosted more than 200 events globally, from Paris to L.A., and soon Shanghai. But we’ve been selective—we only take on projects where we believe in the story, the talent, and the cultural relevance. That’s what keeps us creatively sharp.

How do you decide what brands to work with – and what makes a campaign feel meaningful versus just “PR for PR's sake?"

For me, meaningful PR always starts with genuine storytelling. We’re not just here to ‘get press’—we’re here to help brands find the right position for themselves and connect with local audiences in an authentic way. If we don’t believe in the creativity or the story behind a brand, it’s not the right fit.

Your agency is known for bridging Eastern and Western markets. What does authentic cross-cultural storytelling look like to you? And how do you help brands get that right?

Our multicultural background is what sets us apart. Authentic cross-cultural storytelling isn’t about translating a tagline—it’s about understanding the legacy, values, and humanity behind a brand. Especially in a time of global cultural tension, I believe PR can help close the gap by finding shared values—empathy, creativity, and love.

Can you share an example of a campaign where navigating cultural nuance really paid off or taught you something unexpected?

The Sandy Liang x HeyTea collaboration was a standout. On paper, it was a New York fashion It-girl brand teaming up with a Chinese tea company—but we wanted the partnership to feel authentic. We leaned into Sandy’s downtown “princess” energy—the bows, the girly nostalgia—and created a pop-up tea truck that stopped at key downtown locations, including her NYFW runway show. The campaign was playful, hyper-local, and full of heart. It celebrated both brands’ identities in a way that felt organic and joyful. The response was incredible because it didn’t feel forced—people could feel the intention behind it.

Image Courtesy of Jenny Zheng

Velvet.Co has worked on some standout partnerships – Sandy Liang x HeyTea, Prabal Gurung x Zeelool. What’s your process when building brand collabs that actually resonate?

We always start by asking: what do these two brands share, emotionally or culturally? It’s not enough to pair two big names—they have to have synergy in their DNA. From there, we shape a narrative and experience that brings their identities to life in an elevated but accessible way. We treat collaborations like cultural moments, not just marketing activations. When you respect each brand’s essence, the final product naturally resonates.

What do you think makes a PR moment stick in today’s attention economy, beyond just metrics or viral press?

It comes down to emotional connection and timing. A PR moment sticks when it feels intentional and culturally attuned, not reactive or purely promotional. People today crave relevance with substance.

You’ve built a multicultural team from the ground up. Why was that so important to you from the start? And how does it influence the work of Velvet.Co puts into the world?

To do the kind of work we do—bridging cultures, telling nuanced stories—you need a team that truly lives and understands those worlds. Our team comes from all over: China, Korea, France, the U.S., and beyond. That diversity shows up in the strategies we build, the brands we take on, and the campaigns we create. It’s our superpower.

As an AAPI founder, you’ve said you don’t view yourself as a “minority” but as part of NYC’s dynamic business scene. How has that mindset shaped your approach to leadership?

I’ve been incredibly lucky to be surrounded by inspiring AAPI and women founders in New York. Their support and energy have been a huge part of my journey. I don’t walk into a room thinking about labels, but I focus on building great work and creating opportunities for others. That mindset keeps me grounded and forward-looking.

How has becoming a mother changed the way you lead, create, or even define success?

Motherhood has given me perspective. I’ve learned to protect my time more carefully—whether that’s weekend family time or early dinners—and I’ve doubled down on wellness. I work out three times a week and do a sauna/ice plunge weekly to stay aligned in body and mind. When I take care of myself, I’m better for my team, my clients, and my family. Success isn’t just about business growth anymore—it’s also about feeling whole.

With so much on your plate, what are some wellness practices or daily rituals that help you stay grounded?

My wellness routine includes regular workouts and weekly recovery, like sauna and cold plunges. Those small acts of structure keep me grounded and help me show up as my best self across all areas of life.

Lastly, for creatives or founders building something cross-cultural and intentional, what’s a piece of advice you wish someone had given you at the start?

Stick with what makes you feel driven the most. For me, it’s finding my roots and supporting my community.