By Nishita Mehta-Jasani (That's Shanghai)
Updated: 2007-08-08 10:10

Tucked away behind leafy foliage on Yongjia Lu, an enchanting French villa plays host to an exclusive collection of Italian labels and designer furs, items normally found on the Bund or at Plaza 66.

 

The first-floor showroom of Helen Tu's store EFBE (European Foreign Brand Entrance) displays a swanky (albeit expensive) collection of fur coats, wraps, boleros and shrugs made from chinchilla, mink, beaver and fox – each piece unique and hand-crafted with frontline designs and stylish cuts.

 

EFBE, a member of the Purple Club for exclusive international fur boutiques, carries two brands-Henry Fischer from Italy (an erstwhile producer for Fendi) and Beautifully Canadian (the designer brand of the Canadian Fur Council).

 

While animal interest groups the world over are campaigning against fur products, Teresa Eloy, representative of the Canadian Fur Council, says Beautifully Canadian is "very eco-friendly", noting the company's strict standards for animal trapping and support of Canadian Indian communities for whom this is a livelihood. Tu adds that "the demand in China is very strong", given its resurgence in international couture. "I recently sold one coat for RMB 1,000,000," says the spunky entrepreneur, whose furs range in price from RMB 30,000 -1,000,000.

 

EFBE also carries a small selection of cashmere sweaters for men (from RMB 3,000 to RMB 5,000), clothes from Portofino Piazette, swimwear and lingerie from Parah, and children's clothing by Nouveau. Not all clothes are readily available and you might have to place an order, but an inner showroom features a sample collection from boutique Italian labels for custom-made clothes which are delivered in two weeks.

 

Be that as it may, Tu, who spent several years in Italy and speaks the language, says selling fashion is a means to an end. "Chinese people, especially in smaller cities, have lots of money but they don't know what to do with it," she says. "I want to be a bridge between Western and Chinese culture, and want people to understand the importance of a great lifestyle". Every Friday she opens her villa to customers and friends for wine and cheese parties, with the aim of spreading her motto of qualita 'della vita-enjoying a quality life.

 

EBFE, The Villa
Location: 630 Yongjia Lu
Tel: 021 54904510
Website: www.efbe.cn