About
Meet Izzie Jupp
Since I was nine years old, the Middle East has felt like home. It was 2000 when my family relocated and Burj Al Arab Jumeirah had just opened, but no one in London had heard of Dubai yet. “Will you ride a camel to school?” was the question everyone had asked us when we said goodbye. At first, I cried every morning before the school bus - sadly not a camel - and my father would say, “Izzie, you’re going to look back on this moment in two year’s time and laugh because you’ll have had so much fun by then that you won’t want to leave.”
He was right, of course. Now in 2023, I still laugh at the impact that move had. Burj Al Arab Jumeirah is now my client, along with Jumeirah’s collection of hotels and resorts around the world. I am a Global Account Director and Travel Writer at Hg2 Content Lab in London, and was previously the Hong Kong editor for LUXE City Guides at their headquarters in Hong Kong. I have inherited a longstanding love of travel from my grandparents and my mother who is a meticulous researcher and has a knack for finding sublime venues in the most unlikely settings.
The story so far...
Izzie grew up in the UK and the Middle East where she studied Arabic for two years, igniting a longstanding passion for languages and understanding cultural nuances.
After studying Economics and Information Systems at Newcastle University, Izzie began her career at London creative agency Shine Communications where she worked on a diverse client portfolio including Sony PlayStation Europe, evian’s VIP lounge at the Wimbledon Tennis Championships and the Drive-in Cinema for insurance group Direct Line.
In 2016, Izzie relocated to Hong Kong where she joined international communications firm Text100 and worked with multiple teams in Singapore, Korea and Japan to develop multichannel campaigns for brands including Four Seasons Hotel Group and foodpanda.
In 2018, Izzie became a private consultant and launched an independent restaurant group, Brut, in Hong Kong’s Michelin star-studded dining scene. Following its initial success, the group launched its second restaurant, Pondi, in January 2020 during a challenging period of political unrest and the early stages of COVID-19. Despite increasing economic challenges, the group has since launched its third and fourth outposts.
During 2018, Izzie joined the editorial team at LUXE City Guides as Hong Kong editor and worked alongside the digital team to write, manage and optimise brand content across web, email and social media. Here, she looked after 10 key cities in the series, created a new ambassador programme spotlighting emerging chefs around the world and managed the launch of LUXE City Guide’s first digital ‘Best Bar and Restaurant Guide’ curating editors’ top picks in 12 key cities around the globe.
Throughout her work around the globe, Izzie has developed a deep personal interest in identifying, developing and articulating evocative stories with personality and precision. Outside work, you will find Izzie hiking trails, enjoying dance lessons and volunteering with The Reef-World Foundation, a partner of the United Nations Environmental Programme, promoting safe marine tourism around the world.