Tania Reinert-Shchelkanovtseva

Co-Founder, A Boy Named Sue

Hong Kong

Tania Reinert-Shchelkanovtseva, a zealous traveller and lover of all things outdoors, was born in Moscow, brought up in Spain, studied in the UK and settled in Hong Kong. Tania graduated from the London School of Economics and Political Science and worked in finance for 6 years. Tania has always been interested in fashion, but was hesitant about the leaving her career. After moving to Hong Kong and witnessing the levels of pollution, lack of recycling and addiction to cheap fashion, coupled with the lack of green policies from the government, she realized that it was time to find a solution and offer more sustainable fashion choices to the consumer. She founded the pioneering online eco - boutique A Boy Named Sue with her partner Sam in 2012. She now dedicates her full time to ‘A Boy Named Sue. This summer she also launched a new lifestyle and travel website for modern families, NikaKaiTravels. She was inspired by the adventures with her two year old daughter.