Sienna Liang took an MBA in international luxury brand management at ESSEC Business School to aid her transition from the financial to the luxury sector.Sienna left her home in China alone at the age of sixteen and moved to study in the UK. After gaining a BA in economics from the University of Manchester and a masters in international health management from Imperial College London, she joined Deloitte as a tax consultant before working her way up to assistant manager in the global trade and customs group.
Driven by a passion for jewelry and gemstones, Sienna decided to leave a good position at Deloitte for the front-line of the luxury industry in London; working on the shop floors of Louis Vuitton and CHANEL before moving to France to study at ESSEC.
Since completing her MBA, Sienna has relocated to Dubai, working as boutique manager at Piaget, a Swiss luxury watchmakers and jewelers.
Why did you decide to pursue an MBA?
After starting my career in finance, I moved to work on the front-line in luxury retail. I was determined to pursue an MBA to take my career in the luxury industry to the next level.
Why did you choose to study at ESSEC in particular?
The ESSEC MBA in luxury brand management has many facets which make it stand out. It shines like a diamond alongside other luxury MBA courses.
I was attracted by ESSEC’s extensive network of alumni and the close relationships it has with leading luxury houses.
I really valued the fieldtrip opportunities it offered; to be able to travel to Hong Kong, Dubai and Milan to gain a more in depth understanding of the luxury industry and network with leading executives.
What was the hardest thing about the MBA application process?
Striking a balance between getting a great result in GMAT while delivering a strong performance at work at the same time.
How have you profited from your experience studying for an MBA?
The MBA has provided me with a great overall picture of how the luxury industry is connected together.
I have learnt the key knowledge in various sectors in the luxury industry; not only jewelry & watches, but also fashion & accessories, beauty & fragrances, wine & spirits and hospitality.
I have also learnt from all my classmates who came from different countries and professional backgrounds. Diversity and different perspectives always brings fun to the classroom.
How does your experience living and working in the Middle East compare with that in Europe?
Both the Middle East and Europe have their own specific cultures, one being more conservative and traditional while the other more free-spirited. However, at the end of the day, clients from all over the world want the same things: first class customer service and an exceptional client experience.
What are the main challenges you face working in the luxury sector at the moment?
It’s a challenge to ensure a consistent brand image worldwide while continuing to surprise luxury clients.
There’s also the challenge of how to combine digital technology with the traditional brick and mortar business model in order to enhance the overall client experience and win new clients.
What are your plans for the future?
I would like to polish my knowledge of gemstones further by specializing in the high jewelry segment. I want to make a strong contribution to a leading international luxury house; to win over the X and Y generations while keeping the fire going with the baby boomers!
Student Reviews
The best intercultural university
There are more than 50 nationality in the grade, so there are opportunities to interact with people from all around the world. In terms of academics, the BBA course offers diverse courses for the 1st
Creativity, adaptability and entrepreneurship
The Master in Management program at the ESSEC Business School allows the students to choose their courses accordingly to their preferences and their professional targets. We can also go through international exchange and take part in internships with companies that are also partners with the school. The school is also next to the city of Paris.
Top business school in France
Doing PhD in essec took some time, to be precise about five years. But the experience was very good and cost effective too. There are opportunities for the student for teaching assistantship and that helps both financially and in career. In the final year I could manage to teach marketing to M1 students and this helped shape my career
Great college
The program is well suited for early professionals with an engineering degree preferably or a degree in economics. I would suggest taking the ceasure irrespective of the experience level as it helps you take your time to adjust to the job market.
Good school in France
I am currently enrolled in M2 in Essec business school. I am specialising in marketing management. The Grande Ecole programme is valued in France and my school ranks very high up. There are a lot of opportunities for internships and CDD.
The program curriculum
BBA program. The program is really practical and useful, provide us many international opportunities. Like internship and humanitarian experience, and the flexibility is also really cool, we can choose different campus and tracks as we want.
International Course
This school is very international and business oriented. Highly recognized by the companies The campus has been renovated and is very functional and modern from now on. Excellent atmosphere. Reputation of essec is a plus
Friends, Career opportunities.
The program I did gave me the opportunity to start in Singapore. I got the chance to know all the students that started there and we bonded and made some friends for life. The career opportunities that ESSEC also gave me were unbelievable.
Practical and useful
I think the best thing about Essec is that it's not focusing on academics rather it emphasizes on future job mindset and professional experiences..
The classes are interesting and we have plenty of workshops attributing to different sectors..
The campus is very nice with a good cafe and wonderful library.
The only problem is the location of the campus. It's quite far from Paris.
Amazing experience! Must try
I think its a very amazing school with great and experienced faculty. Also the alumni network is very solid and useful. The school has a great balance of studies and work experience which is really essential for a student.
GBBA: Diverse, Enriching, and Career-Boosting
My experience at ESSEC Business School has been outstanding. The Global BBA program offers a rich academic curriculum and diverse learning opportunities. I appreciated the chance to study on different campuses, including an international exchange, which broadened my perspective. The social environment is culturally diverse and vibrant, enhancing both my personal and professional growth. The administration is attentive, constantly offering new academic and student life opportunities. The campus facilities and classrooms are excellent. I highly recommend ESSEC for its excellence, global exposure, and career opportunities.
ESSEC BS BBA REVIEW
The English track BBA program at ESSEC is simply exceptional. Courses are taught by internationally renowned professors who are experts in their field. The subjects taught cover a wide range of disciplines from marketing to finance, strategy and entrepreneurship. The English track is a major asset because it allows you to develop perfect mastery of professional English, essential in today's globalized business world. Some students love student life at Essec, which is one of the best in France, but it all depends on taste.
Great program, incredible school
I love almost everything about this school, from the student life to the academic program and the opportunities it provides.
I'm currently at the Paris campus, in Cergy, and I'm really enjoying it.
The BBA program is very rich and diversified, you can start with geopolitics and then finance, what I mean is that there's a great balance between the subjects in this program.
I was also lucky enough to spend a semester at the Singapore campus, and I loved that experience on the other side of the world.
ESSEC is also known for its dynamic and rich student life, with access to several parties a week and the various associations within the school.
If I could recommend just one school, it would be this one - I'm 100% satisfied.
Great experience
First of all, what I appreciate the most is the academic environment. The courses are extremely stimulating and are taught by high-level professors, often experts in their field. The diversity of subjects offered, ranging from marketing to finance, including entrepreneurship, allows you to acquire a complete and versatile education. The group projects, although sometimes stressful, are also an opportunity to learn to work in a team, which is essential in the professional world. One area that I feel could be improved is the management of student events. Although many activities are organized, I have noticed that some events can lack organization or communication, which can frustrate those who want to get involved. Better coordination between the different student associations and the administration could really improve the overall experience.
