Our Story

Jennet Chow is the Founder, Owner, and Co-CEO of Evolution Design Lab (EDL) and Jellypop Shoes. Asa second-generation Taiwanese-American native to Southern California, she’s an advocate for AANHPI and women-owned businesses and was recently recognized as one of Inc. Magazine’s 2021 Female Founders 100. Her company EDL was also awarded Inc. Best in Business Pacific Region in 2023.

As a child, Jennet spent her weekends at swap meets, starting at 5AM to set up and sell shoes as her family’s side business. Overtime, with the right partners, her family eventually became a footwear enterprise selling shoes in every major department store in the US under the company Prima Royale Enterprises. Learning from her parents work ethic, she started working in high school at multiple jobs, including within the fashion industry to gain experience.


Since her Father stopped working when she was 14 years old due to medical reasons, summers were spent working for her parents designing shoes. As soon as she was 18, she decided to further her studies while working. She earned an AA in Apparel Manufacturing Management at FIDM where she merged her passion for design, marketing and business. Jennet later went on to recruit and hire employees to join Prima Royale Enterprises at 18-years-old while she was in school, growing the design and marketing department from one person (herself) to ten by the time she was 21. Soon after, she also continued with her studies at UCLA where she earned her B.A. in Psychology to further her passion for developmental psychology, mental health and culture in the workplace. During this time (late 90’s-early 2000’s), Prima Royale Enterprises flourished.

At 29 years old, in 2009, after many years of experience working and growing Prima Royale, Jennet went on to found Evolution Design Lab, now located in Old Town Pasadena. EDL today is a tech-focused company that manages the entire supply chain of shoe manufacturing, from design all the way to production, using their novel software StyleManager and Segovia which is built in house. Today their software helps other companies in the industry. At EDL they manage the software business side, branded, and private label.

Driven by her humble beginnings, Jennet remains committed to empowering other women, educating youth, and giving back to her community. Jennet was an early leading force within Women in the Footwear Industry (WIFI), serving as founding LA Chapter Chair under the Two Ten Foundation. She continues to champion women’s leadership. Most recently she spoke alongside Martha Stewart at the 2023 Women Who Rock event. She has also spearheaded events for the Young Professionals group.

EDL only works with safe and ethical factories and is known as a design house that manufactures and distributes affordable women, kids, and toddler shoes throughout the US and Canada. They create footwear for big box retailers (including JCPenney, Famous Footwear, Shoe Carnival, Nordstrom Rack, Kohls), focusing on creating comfortable, stylish, and affordable vegan shoes for women and girls of all ages.

“At Evolution Design Lab, we believe that with resilience, creativity, and care for our communities, we can empower each other to evolve and thrive.”

Jennet Chow
Founder and Co-CEO of EDL and Jellypop Shoes