Ooi served as the Creative DirectorofShanghai Tang for seven years.[3] During her time with the company Ooi chose to focus on clothes that were based on traditional Chinese designs and themes, with sales for Shanghai Tang increasing 50%.[5] Ooi was also one of the first persons to use Chinese models in international advertising campaigns and is credited with launching the career of Chinese supermodel, Du Juan.[6]
Beginning in 2009, Ooi operated as the CEO of the environmental organization Clean Air Network, which focused on air pollution and public health.[7] Ooi, together with fellow Clean Air Network CEO Christine Loh, was nominated for Time Magazine's "100 Most Influential" list in 2011.[8]
Ooi frequently speaks and comments on a wide variety of topics, including luxury retail, ecommerce, digital marketing, creativity and entrepreneurship.
In December 2011 Ooi launched Plukka, an ecommerce website that specializes in fine jewelry.[9] Ooi, together with Jai Waney, chose to open the website after noticing the steep markup for designer jewelry.[10] Plukka’s business model made waves in the industry for its made-to-order platform that cut out the middlemen associated with traditional fine-jewellery distribution. This approach allows it to maintain extremely competitive pricing while offering directional and artistic jewellery that might be considered too risky or creative for conventional retailers.[11]
