Based in Shenzhen, China, ANNDERSTAND focuses on sustainability based on using artificial intelligence to enhance its supply chain and reduce environmental impact.
“My 5 years of experience working for fashion brands across 3 continents exposed me to the environmental damage caused by the fashion industry, particularly in manufacturing processes,” Ge Yu told Poets & Quants. “I realised that I wanted to create a positive change within this space, focusing on sustainability without sacrificing style or quality.”
Ge said the Cambridge MBA programme at Cambridge Judge Business School “has been crucial in advancing my startup”, and that she was motivated to maximise her MBA experience by receiving the Boustany Foundation Scholarship as the first Chinese woman awarded the scholarship.
The company’s name was inspired by the word understand, “meaning products are created with understanding urban female and attest to ANNDERSTAND’s commitment to provide the latest in cutting-edge and wearable style”, says the firm’s website.
Coursework, case studies and expert insights fed entrepreneurial journey
“The MBA coursework on entrepreneurship and sustainability provided essential tools for developing innovative business strategies,” said Ge, who founded the Cambridge China Business Forum during her MBA studies. “The combination of case studies, interactive lectures, and expert insights from industry leaders provided a comprehensive understanding of what it takes to navigate entrepreneurship effectively.”
She gave thanks to Professor Gishan Dissanaike, Dean of Cambridge Judge, for his support for the Cambridge China Business Forum and her other initiatives. “Professor Dissanaike’s commitment to nurturing student-led initiatives has greatly influenced my plans and aspirations for my entrepreneurial ventures.”
Ge added that the Entrepreneurship Lab (E-Lab) events at King’s College, Cambridge were “particularly impactful” to her entrepreneurial venture. The E-Lab was founded by 2 members of the Cambridge Judge faculty, Professor of Organisational Sociology and Leadership Thomas Roulet and Associate Professor in Economics Kamiar Mohaddes.
Related content
“2024 Most Disruptive MBA Startups: ANNDERSTAND, Cambridge Judge Business School.” Poets & Quants, 3 March 2025
ANNDERSTAND is based in Shenzhen, China.
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