Tailor to the stars

"The celebrity effect has brought us many benefits and caught the attention of the public, which widened our market margin in a very short time," Hu says.

Moon Swan offers old-fashioned customer service, with shoppers invited to pick the color, pattern, fabric, design and even the weight of feather filling for their personalized down jackets.

However, as all the jackets are designed and made by her mother and limited number of employees in the workshop, orders have to be made 15 days in advance and they do not accept orders in the final month of winter.

Their workshop has about 30 tailors and they produce and sell about 30 down jackets a day. About half their orders come from celebrities.

With the business thriving and moving from celebrities to the wider public, Hu got her team to make hundreds of jackets in the styles most of their celebrity customers selected. These jackets she sells online, so shoppers can wear them straightaway.

"It's time to switch from the spotlight to reality. I tend to design the down jackets to be thinner and durable with more easy-to-wear styles," Hu says.

In the long-term, Hu aims to turn Moon Swan into an upscale customized down jacket brand popular nationwide and even worldwide.

"My focus will remain on the details of fashionable design, exquisite fabrics and delicate accessories to make Moon Swan an essential item for high-class consumers in winter," Hu says.