Xie says the brand targets well-educated women aged from 25 to 45, who have cultural confidence and are willing to spend money in pursuing a better experience.
"We name our customers as the new generation of daxiaojie," Xie says.
The term daxiaojie used to refer to wealthy young women, with a biased implication that these women were spoiled. Xie tries to revise the meaning of daxiaojie to refer to a new generation of young women who are refined and well-educated. The brand aims to provide them with clothing featuring traditional motifs, which can meet their needs in various scenarios.
The gold-and-silver embroidery, a national intangible cultural heritage adopted in their production, distinguishes the brand from the rest, Xie says.
The handicraft has nearly 1,400 years of history and was only used by imperials and dignitaries.
"Its value lies in the distance between each silk thread, fixed gold and silver threads and a great work maintaining the same distance. It is also more vivid than the one embroidered by machine, and people can feel the thoughts behind it," Xie says.
For further improvement, the brand not only changes the patterns or products but also innovates materials from the source for a "breakthrough" in performance and quality.
