About Us

Quality Children Formalwear that Fit Your Budget

Psalm: 127

From a small garage operating Etsy seller in 2016, to an established global website carrying over 300 styles 9000 variants, Ashbury CoCo is a dream come true for many parents who wish to dress up their children for special occasions. Operating from a thousand square feet design studio in Los Angeles, and surpassed 10,000 ETSY transactions within 4 years, our founder Winnie Puah never forgets how her story miraculously unfold... 

AshburyCoCo is the top 1% Etsy shops since 2016, with a global sales ranking of 7401th among 3 million active Etsy sellers in 2020.   AshburyCoCo surpassed 10,000th Etsy sales in 2020, within 4 years after launching in Etsy.   AshburyCoCo is US Sendle's favorite small business customers

Winnie was an international marketer who managed global consumer goods brands such as Nestlé Infant Nutrition, McCommick, Lawry's, to name a few. A vision came to her in 2009 when she visited her husband in Lucasfilm studio San Francisco and strolled by Palace of Fine Arts. Walking around the pond full of wildlife surrounded by replica Roman columns, massive statues of women reminiscent of goddesses, and a centerpiece grand domed rotunda evoked wonder and solemnity. She was also fascinated by the creative merchandising display along Haight-Ashbury streets.


Having travelled to various cities around the world, she gathered these experience and started an online fashion venture in 2010, when she founded AshburyMall.com back home in Singapore - the gateway to Asia. Singapore serves as the regional headquarters in Asia for more than 4,000 global companies.


She sourced globally (USA, UK, Hong Kong, Korea, China, etc) and partnered with beauty pageant finalists (Miss Universe Singapore, Miss Earth Singapore, etc), and celebrities in high fashion shoots. It was then a turning point for south east Asia ecommerce fashion photography, as the photographer is none other than her husband, Roger Lee, who is now the Director of Cinematography in lighting and compositing at Walt Disney Animation Studio, Los Angeles USA. Her brand was featured twice in SEVENTEEN magazine within 3 months of launch and attracted 24 thousands Facebook fans within 6 months.


Life is full of surprises as she was blessed with a set of triplets in 2011 and relocated to Los Angeles in 2012. While looking after her babies, Winnie took up the role as a newspaper columnist and shared her modern parenting tips on a weekly basis. Her YouTube channel WinnieTriplets which features her lifestyle and triplets, attracted over 23 millions views and 12 thousands subscribers.

In 2013, Winnie completed a fashion degree (President Honor’s Roll) in Apparel Industry Management from the prestigious FIDM - Fashion Institute of Design & Merchandising (filming of Project Runway). She was a nominee for American Apparel & Footwear Association (A.A.F.A.) Award 2014, and the top 10 finalist of 2013 Cotton Incorporated's Demands of Denim Scholarship Competition.


After graduating, she worked in the heart of Los Angeles fashion district and participated in over 10 fashion trade shows in New York, Chicago, Vegas, Dallas and Atlanta. 



By 2016, she founded Ashbury CoCo, a line of children formalwear which focus on quality as well as affordability.
From a garage Etsy seller to a global website operating from a thousand square feet design studio within 2 years.
Her mission statement? Children are Gifts from God (Psalm 127). 


If you are given a choice to choose career or family, always choose the latter.
Because "Every Wise Woman Builds Her House" (Proverbs 14:1).
It is Winnie's mission to focus on what children and moms need, and to always offer stylish and charming quality clothing that fit into any budget. 


Ship & Return
All items are shipped from California, USA

Free shipping in USA for orders above $35
Otherwise LOW FLAT RATE PER ORDER applies

2-3 business days
**custom or make-to-order items require more days**

USA: 2-4 business days (1-2 days optional upgrade)
INTERNATIONAL: 7-21 days (6-10 days optional upgrade)

We don't accept cancellations. Please contact us before shipping if you have any problems with your order.

Items are mostly sealed in poly bags or reusable garment poly bags.
Poly mailers (envelope) or boxes will be used depending on shipping option selected.

FREE GIFT PACKAGING with a card (to xxx, from xxx, personal message: xxx).
Just leave a note in your order. We will insert a packing list (without price of item) instead of the receipt.

We gladly accept returns and exchanges:
1) Contact us within: 14 days of purchase
2) Ship items back within: 30 days of purchase
3) If 30 days have gone by, we can’t offer a refund or exchange

Because of the nature of these items, we can't accept returns for:
1) Custom, altered or personalized orders
2) FINAL SALES items
3) Face masks

Items may be exchanged for other styles, colors and sizes (subject to availability).
We process exchange fast within a week.

REFUND (excluding shipping fee)
Once your return is received and inspected to be in original condition, your refund will be processed, and a credit will automatically be applied to the credit card or original method of payment, within a week.
Shipping fee incurred (including free shipping orders) will be deducted from refund.

We do not provide return label unless items arrived defective
Buyers will pay for return label
Items not returned in original condition (security tag uncut) can't be exchanged or refunded

All online transactions (including foreign currency) are handled by the USA payment gateway. We do not keep your credit card number and bank details. Refund amount will appear in your original method of payment within a few days (depending on banks).

We do not know the currency conversion rate used for your transaction as it changes daily and depending on banks. These are handled by the payment gateway automatically. Because currency conversion rates fluctuate, the rate at the time of the payment is often different from the rate at the time of the refund. As a result, the converted amount that you pay for the order usually doesn't equal the converted amount for your refund. You can gain or lose money with refunds because of currency conversions. Contact us if you get a loss due to currency conversion.