Eun Jung Choi is a korean designer based in Paris. She started her fashion design studies in Seoul before coming to France where she graduated from the Studio Berçot and the Académie Internationale de Coupe de Paris.

While working for houses like Chloé, Véronique Leroy or Sonia Rykiel, Eun Jung never stopped developing her own creations. In 2008, she won the "Prix du Ministère de la Jeunesse et des Sports" at the Dinard International Young Designer Festival and then showed her prêt-à-porter collections during Paris and Montreal fashion weeks.

In 2015, Eun Jung is now presenting her own accessories brand, "Pourquoi Pas EJ", or "PP-EJ". Everything presented by PP-EJ is hand-made. Eun Jung has always been fond of the crochet hook, and had the idea of using this tool since she was ask by Rue de Maille to create a necklace. Using thick lace as a basic element, adding strass and whatever she can finds in a mercery, Eun Jung compose lively necklace, bracelet or headband.