“In the last 30 years, China has gained a lot. But I believe it has lost even more… and now it’s time to collect the pieces.”
In a society grappling with widespread superficiality and fake goods, Isabella Zhai – founder of Isabella Lifestyle brand based in Foshan – says she is determined to give consumers another option: quality.
“If we can’t do something with care, we might as well not do it,” she explains. That approach weaves throughout her entire three-part experience shop, which functions as a designer clothing boutique, hair salon and cafe.
Starting as an upscale international buyer store four years ago, Isabella Lifestyle expanded its ‘lifestyle’ concept in 2015 to include the two latter components (salon and cafe), which now comprise BELLA’S PLACE.
The boutique manages to feel down-to-earth despite housing costly collections from some of the world’s most prestigious designers. Japanese brands Hanae Mori manuscrit and TAE ASHIDA actually sought out Isabella Lifestyle as a trusted partner through which to sell their pieces in China – the only shop to receive such a privilege on the mainland.
“You have to understand these brands and the idea behind them before you can sell them,” explains Zhai, who has been working in fashion-related industries for the past 20 years. She’s opted to represent primarily Japanese designers, who she says adhere to the highest standard of quality and whose pieces tend to suit the body types of local clientele.
From the clothing boutique, one can access the cafe and salon directly by walking through an adjoining hallway, where custom-made pearl and precious stone jewelry is on display.
Decked out in warm wooden tones, the salon is compact but resourceful: smart leather chairs imported from Japan swivel and recline towards stand-alone sinks, allowing customers to get a wash and cut in one spot without ever having to leave their seat.
Manicures and pedicures are available as well, and given that it’s an ‘experience shop,’ services can be mixed and matched. Anyone who stops in for a cup of coffee or lunch at BELLA’S PLACE, for instance, can come back for a manicure, while guests at the boutique are free to hop over to the cafe for dessert.
Even on a weekday afternoon, almost every table is occupied, with regulars stopping by to catch up with friends, the wait staff or Zhai herself.
“[The cafe is] full of human touch, which is how I think life should be,” says Mr. Huang, an associate of Isabella Lifestyle, on our tour.
Serving simple snacks, sandwiches, Italian pasta, desserts, coffee and fruit tea, BELLA’S PLACE has secured solid reviews on sites like dianping.com for its consistency and quality.
The coffee, though not the most expensive variety, always utilizes beans roasted that same month, ensuring a fresh taste.
It’s this painstaking attention to details, which other shops tend to forgo, that allows Isabella Lifestyle to distinguish itself from comparable brands in China.
“There are lots of ‘lifestyle shops’ in China, but they are only surface-level,” she explains. “They can copy [us], but they won’t be better.”
Zhai's approach is refreshing, and may very well gain traction as Isabella Lifestyle prepares to expand upon its Foshan location and open shops across China beginning this year.
See listing for BELLA'S PLACE.
[Photos via Isabella Lifestyle]
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