Aiming to go global

Lady Ella Mountbatten presents a creation by Grace Chen. [Photo provided to China Daily]

Besides, she also has customers from the political and business worlds, in addition to the new-rich, who tend to follow the latest trends.

Her most important clients, she says, however, are young, successful professionals in the technology and finance sectors, many of whom are aged between 35 and 45.

"These people are the future of the luxury market in China. They will be the most important market, instead of the new-rich. Some big brands are making a mistake, seeing the new-rich as their major clients. The new-rich can be luxury clients, but they are not loyal, true clients. They follow because they imitate, not because they understand the brand.

"The real luxury customers in China start from a spiritual level. This group (successful professionals) is huge, it is very powerful and it has big impact on young people."