Brand Stories


XIANG is the founder and head of design for YUEL XIANG. She studied at IFA PARIS of FASHION DESIGN&IMAGE, graduated in 2010. YUEL XIANG founded her own fashion house YUEL XIANG in 2012. YUEL XIANG‘s strength has always been her self-assured simplicity of design,known for her minimalist aesthetic.

YUEL XIANG is a fashion label, founded by YUEL XIANG in 2012. YUEL XIANG makes sophisticated and comfortable modern clothing – “clean silhouettes, quality, craftsmanship and fit” are the focus. Make this your go-to brand for tailoring and separates that are cool but never obvious.

Grace H:

Grace.H is a semi-luxury Chinese designer brand, it was established by designer Grace Liu, and now it’s already one of the famous local jewellery brand with spectacular responses from the public.

Grace.H has also won the Italian A’ Design Award championship, first runner up of America MJSA Vision Awards and a number of other nominations.
Grace Liu had been living aboard for numerous years, exposed in western culture. And by combining her eastern knowledge and western exposure, her design is perfectly fused with the new perception of “Beauty”, executed by her eastern tooling method and balanced by her western experience.

Grace.H never follows the international trend blindly. Its concept of “Giving souls to jewellery” has made all the products different from each other, each of them has a different personality. A lot of celebrities are already regulars of Grace.H such as Cherrie Yang, Lin Yun, Lin Yuan, even Joe Chan Qiao En.

Fever Wang:

Wang Wen (FEVER WANG) studied in France and graduated from the Fashion design institute Paris Garment Union College. She founded her namesake brand in 2013.
FEVER! focuses on making comfort yet youthful workwear for the modern woman living a hectic life. You will sweep off your one-size-fits-all stereotype of workwear after seeing the design of FEVER!.
FEVER! cuts simple silhouette and makes them with exquisite fabrics. Colors based on calm, low-key and classic are their first choice. FEVER! is committed to the pursuit of minimalist, comfortable design to highlight the "independent beauty" of modern women.

Atelier Miss Lu:

Designer Miss Lu created Atelier Miss Lu in 2013. With elegance and simplicity in mind, the collection is for the sophisticated women that seek style beyond stereotyped career suits, mixed high street brands, and unpractical dresses. The epitome of class and sensuality, the Atelier Miss Lu is ready for any occasion. It presents the beauty of a multifaceted woman from her workplace, and into a glamorous night out in town.

Effortless, graceful and eternally elegant. Behind the minimalistic design, it touches people with details beyond the eye. Her clothing line is all about making a woman feel confident, every stitch and cut of the fabric is created to highlight her beautiful, modern and timeless self, a feeling that will never go out of date.



Xiu was founded in Shanghai by X in 2012. This jewellery collection by X is charming and exquisite. Graduated from the China Academy of Art's visual communication design, her signature style is a result of her unique production method. With a combination of embroidery and the careful selection of colours, the collection is bold and has an airy feel. In 2017, beads were added into embroidery, enhancing the jewellery collection with a three-dimensional effect.
Handcrafted production allows the embroidery elements to blend harmoniously with the earrings. The overall colour of the earrings is elegant and straightforward, but the delicate beads of hand-stitched seams make every angle exquisite. For every style of earrings, it comes in ear-clip and studs, which allows for different ways to be worn.




Kiki graduated and founded her brand KIKI CHAU in 2017, from Maragoni College in Italy with a Master’s degree in Fashion Buying and Marketing. KIKI CHAU presents a sense of European craftsmanship, through Italian designer, Damon F. Giannocaro. The luxury resort brand dedicates a chic and modern freedom for the urban woman, seeking a break-through from traditional wear. KIKI CHAU aims to resonate with people who live to inspire souls. For the leisurely vacationer, designs are specialized to provide high-quality, trend-setting styles for the avant-garde woman. KIKI CHAU composes a minimal, clean design and uses the most comfortable European fabrics. She is able to cross multiple consumer ages, sizes and trends, using light and elegant touches to make the wearer reveal a romance within.



PICOMENT is a contemporary silver jewellery and bag brand based in South Korea. PICOMENT aims to design a stream of consciousness in a modern way, without being tied to traditional forms. Pico stands for tiny units and movements, much like PICOMENT’s artisan silver jewellery and contemporary bags, which represent the concise, minimal and sustainable designs for the elegant woman.


Launched by a young female Chinese designers MIA Ming in 2016. The origin, of "MIA" is the Italian "my" meaning, which is itself a singular object adjective, especially female subject. Very consistent with the feminine style of the brand, and easy to remember is an important feature of MIA. The brand involves a variety of designs, such as pastel dresses and ready-to-wear. Designer emphasizes women's feminine, refined and elegant design style, and promotes a versatile and non-seasonal wear concept. Hope that while retaining artistic vision, there no lack of practicality.





Zhen Xuan Liu's design reflects the philosophy of minimalism with a sophisticated twist, hidden details so delicate and uniquely incorporated for the wearer's personal pleasure. Using high-quality fabrics sourced from Britain and Japan, Liu values and approaches his creation with mindfulness of his use of precious resources as well to avoid wastefulness.


nue studio:

neu was founded to blur the line between art and wearable jewellery. The designer plays with an indefinite property of materials, to experiment, shape and reshape, bringing out classical elements in the light of surrealism as connections of vintage and contemporary styles. The wearers of the brand’s jewellery are the ones who are not afraid to interpret and carry the pieces in their own ways.


YEE SI is an independent designer’s brand based in New York City. Launched in 2017, YEE SI’s collections are inspired by minimalism and clean abstract form. With geometric structure and line, YEE SI creates multidimensional space as its exceptional aesthetic form.


Shannnam :

With convicted passion in handmade accessories, Riyo Chan founded her proprietary brand Shannnam in 2011. "Shannnam" is the romanization of Riyo's Chinese name, which stands for "mists in the mountains" and exudes an aura of elusive sentimentality.   The wiped-out specificity in Someone, Something, and Somewhere exonerates the burden of identity in carving out the silhouettes of our ukiyo with naked honesty.


G.O Chic:

G.O Chic was founded in Shanghai in 2015. With a style that is simple but not dull, with a love for elegance and a minimalist aesthetic. The brand pursues the ultimate details with a strict selection of high-quality materials, exquisite quality production, and a devotion to bringing women more confidence and certainty.




HAWA is a jewelry brand founded in Shanghai by two designers, Meggi and Xiaozi. HAVA explores the expression of sheepskin material in the jewelry, using the unique color and gentle texture of the sheepskin. Combined with the most basic geometric form design, each product is hand-crafted by two designers. Focus on the essence of the style, pursue to make the jewelry unique and interesting.




You-så-fin is the Swedish pronunciation of Josefin, the namesake of the brand.  ”Så fin” means ”so beautiful” in Swedish, and it reflects the pursuit of sophisticated beauty by Josefin C.. Josefin C. created her iconic clutch bag The Luck Box as the perfect accessory to wear for daytime or evening. The outside and the lining of the clutch is made of soft lambskin, whilst the brushed-gold hardware merges classic vintage design with a modern twist. The clutch is easily opened by pressing the four-leaf clover button, which comes with an exquisite metal chain.




Launched by two young female South Korean designers, "LANG&LU" is the women's clothing brand that specializes in reinterpretation of Asian motifs through a modernistic perspective. LANG&LU designs and manufactures its patterns and silhouettes in house, and this is one of the brand's key strengths and differentiators from other brands. Lang&Lu is an exciting fashion label that is inspired by the everyday woman who is fun, vibrant, multi-tasking, sincere, sophisticated and loves fashion but most importantly loves life! The extensive collection is both elegant and wearable for women of all ages, with a great range of styles and cuts focused to flatter and celebrate the feminine figure.




After living and studying in the UK, QULU designer, Queena Lu, returned to Shanghai in 2013. She built her experience by working in fine art, interior design and the fashion industry before starting her own brand in 2015. Queena believes accessories are not only made to complete a look; on the contrary, they are designed to express an emotion and make the wearer unique. Classic, interesting & functional - These are the core concepts at the heart of our design ethic. It's all about mixing up unique textures and colors with classic shapes to create contemporary yet practical pieces for modern women.




SENSE. GALLERY was founded in 2017 by Grace Lee and Simon Huang. With knowledgeable experience in luxury fashion and goods, the brand was founded as a means to focus on providing chic, cost-effective designs for the urban woman. SENSE. GALLERY strives to combine glamorous appeal with neutral minimalism, creating tailor-made, elegant garments.Contemporary women can cherish the perceptions of themselves, represented through trendy, independent city women.




Liu Chaoying, the founder and design director of the brand, has 10 years of experience in the cashmere industry. She is bold and avant-garde, and she knows that the existing cashmere knit market cannot meet the needs of most young people. Designing a cashmere sweater for young people is the beginning of her brand. The brand's design inspiration is “unfinished adolescence”, using bright colors, dare to destroy the design, and using exaggerated contrast techniques. Incorporate the emotional colors of adolescence, such as rebellion, regret, and continuation into the design. Deductive unfinished adolescence. 



Chloe Francis:

Paris, flowers and ballet -Chloe Francis is a ballet shoe brand made of one girl's fantasy. The brand was founded in Japan in 2013, built upon the fictional character of Chloe Francis, who daydreams of becoming a ballerina one day while living with her florist mother in the outskirts of Paris. Reflecting upon the image of the personality of Chloe Francis, the brand use of vibrant colours and delicate high-quality materials to capture the graceful feminine essence through design.  



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