Xinlelu.com Makes Offline Debut

Photo courtesy of Jillian Xin

My friend Jillian Xin is finally opening up a Shanghai boutique to accompany her one-year-old e-commerce site Xinlelu.com. I know she was looking at locations in Beijing last year, but I guess it didn't work out (or will happen further in the future).

Photo courtesy of Jillian Xin

The online shop stocks brands from all over the world, including Sweden, Taiwan and Singapore, along with a few Chinese mainland brands, i.e. Shanghai shoe designer Mary Ching and Beijing jewelry brand Belita. I think they do a fantastic job of appealing to their target Chinese female customer (mid- to upper-class, 20s to 30s, style-savvy); the clothes overall are colorful and feminine, with modest cuts. Not necessarily my style, but it seems in step with the general aesthetic I've seen on the streets of Beijing.

Photo courtesy of Jillian Xin

Photo courtesy of Jillian Xin

Xinlelu.com's first "offline location" is hosting its opening party this Saturday, July 6 at 8pm, complete with cocktails, cake and live fashion illustrations by special guest Baba Ladiga. Spread the word!

Daily 11am-9pm. 414 Shaanxi Bei Lu (cross street Beijing Xi Lu)