In the fast-paced rhythm of the modern era, values are easily replaced by convenience and immediacy. Nevertheless, some choose to walk a slower path to preserve sustainable values. Ruby Vo, CEO of the agarwood brand The Bao, is one such person. As a businesswoman, she did not start with grand ambitions, but rather by listening to her inner self. Agarwood came to her not as a business opportunity but as a silent encounter, which opened up a journey of brand-building through persistence and stillness.
- Hello Ruby Vo. What led you to agarwood and the decision to establish The Bao Agarwood?
The connection came very naturally. Initially, it was just curiosity about the scent of agarwood, but the more I learned, the more I realized its deep inner values. This discovery led me to establish The Bao Agarwood, not just for business, but to preserve and share the true values of agarwood with more people.
- Before becoming a CEO, what were the important milestones in your life journey?
Before The Bao Agarwood, I walked many paths with various challenges. Those experiences helped me understand clearly that true value does not come from haste. When I encountered agarwood, I realized this was the path I wanted to commit to long-term—not because of a trend, but because of a resonance with my way of living.
- What moment made you realize that agarwood is not just a product, but a mission?
That moment wasn’t loud; it was simply when I realized that agarwood’s worth lies not in its material value, but in its ability to make people slow down, settle, and connect with themselves. From that realization, I chose to see this as a mission, rather than a mere business activity.
- What does the name “The Bao” mean, and what is the story behind the brand name?
To me, The Bao is not just a name; it is how I view agarwood—as a “world treasure” (The meaning world/generation, Bao meaning treasure) formed by the earth and sky over a very long time. The brand was born from a desire to preserve true values and give them away with respect.
- During the startup phase, what was the biggest challenge you faced?
The biggest challenge was maintaining core values in a market easily swept away by fast and cheap trends. I chose to go slow, select meticulously, and accept that my products are not for the masses.
- Is there a personal story that directly inspired the brand’s direction?
I remember a time when I realized people are easily caught up in the rhythm of life and forget themselves. Agarwood came to me like a gentle but deep pause. From that experience, I built the brand as a way to retain stillness amidst the hurry.
- How do you define the value of “Heart” (Tam) in the agarwood business?
In my opinion, the “Heart” in the agarwood business is knowing what is real and persistently holding onto it—not following the crowd, but selecting and giving with genuine appreciation.
- What makes The Bao Agarwood different from other brands?
The difference lies in the selection process. The Bao Agarwood does not chase quantity; it focuses on true value and refined selection in every product.
- Who was your first customer, and do you remember a special story about them?
My first customer was a very ordinary person, but what I remember most is that they didn’t buy because of the price, but because of how they felt. That helped me believe that the path I am taking is the right one.
- During the brand’s development, was there ever a time you wanted to give up?
There were times I thought about stopping, but once I understood the true value of agarwood, I realized this wasn’t just a business, but the path I wanted to continue.
- What do you want customers to feel when they first encounter your products?
I don’t expect customers to understand everything about agarwood from the start; I only need them to feel comfortable and have a moment to slow down—that is enough.
- How has agarwood changed your personal life?
Agarwood hasn’t completely changed my life, but it has changed the way I see and move through life—slower, deeper, and more steadfast.
- Which of your life philosophies is most clearly reflected in the brand?
My philosophy is very simple: do not chase quantity, but retain true value; go slow, but go right and go for the long term.
- How do you want to build the image of Ruby Vo in the eyes of customers?
I don’t try to become a specific model, but if customers see me as someone who preserves and respects true values, that is what I desire.
- In the future, how do you hope The Bao Agarwood will develop?
I hope the brand develops sustainably—it doesn’t need to grow fast, it just needs to go in the right direction and maintain its true values. For me, this journey is not a story of speed, but a story of endurance, where every step is taken with stillness and long-term faith.
