ViBui
Founder & CEO · NETIC · Dubai, UAE
Chaos into concept.
About
Vi Bui is a creative concept developer and entrepreneur. As founder and CEO of NETIC, the Dubai-based luxury accessory brand, she created the world’s first Slim Jewellery Wallet. Her essence: chaos into concept. Over 15 years and more than 300 concepts for brands such as Schwarzkopf, Porsche and Volvo, she has seen what others had not yet seen in their own brand.
Expertise
- Concept & brand strategy
- Creative direction
- Product development
- Systems for scale
15
years in creative concepts & brand activation
300+ concepts. A new creative standard in every agency.
Selected brands
- Schwarzkopf
- Volvo
- Toyota
- Porsche
- Deutsche Telekom
- Syoss
- Berlin Fashion Week
- DHL × Vetements
NETIC — For women who win.
The world’s first Slim Jewellery Wallet.
The Couture Wallet is the heart of NETIC: hand-set crystals and a one-click mechanism, made to the standard of jewellery. Three years of R&D turned a concept into a new product category.
- 013 years of R&D
- 02One push, six cards
- 03Solid 6061 aluminium, RFID-protected
- 04Couture Line: 99 numbered pieces
- 05A mechanism built like a fine watch
- 06A new product category
For women who win.
Press images
Official images, free for editorial use.
Mindset
“What you can’t buy, you have to build yourself.”
Her father’s words, from the years when the family had little. Born in Hanoi, raised in Trier – in the family restaurant that brought the first sushi to Germany’s oldest city – Vi Bui made them her method: products, systems, apps, websites. Her standard for aesthetics and execution is uncompromising; the idea is clear in her mind and has to take perfect form. That made her self-taught in many disciplines – at NETIC from engineering, product development and supply chain management to app development, web and graphic design and social media content, from creation to planning. As CEO, she sets the vision and leads the company.
“The first ten ideas are usually boring. It is science.”
The future
Not a wallet. Art ready-to-wear.
The it-piece among wallets – worn at fashion weeks, released in limited collaborations with artists and craftspeople.
Contactvi.bui@netic.designFor partnerships, retail, press and collaborations.