Bay Area Spotlight: JARDIN DES FONTAINES Blends Lion Dance and Dim Sum into Boutique Designs, Conquering the Greater Bay Area
August 5, 2024
Adapting to Consumer Cultures: Fridge Magnets Thrive in Guangzhou
[Ming Pao Exclusive] Hong Kong’s original design products have long earned acclaim on the mainland. In 2020, Yoyo and her partner Ting Chen founded JARDIN DES FONTAINES (Chinese: 嘉甸), a Hong Kong original design brand that seized the opportunity of reopened borders in 2023 to expand into the Greater Bay Area. Entering a new market requires more than replicating designs, so Yoyo crafted new products infused with local city cultures and adjusted offerings to suit regional tastes. “We discovered a surprising demand for fridge magnets in Guangzhou, so we expanded that product line,” she notes.
Brand Philosophy: Crafting a Comfortable, Joyful Lifestyle Aesthetic
“JARDIN DES FONTAINES is French—JARDIN means garden, pronounced ‘嘉甸’ in Chinese, and FONTAINES means fountains. Together, it evokes a garden with flowing fountains, symbolizing comfort, happiness, and effortless elegance. We want everyone who brings our products home to feel this serenity.”
JARDIN DES FONTAINES offers original designs, including silk scarves, tote bags, and homeware. Yoyo observes that today’s consumers seek lifestyle products that add fun and individuality. Noticing Hong Kong’s fragmented luxury lifestyle market with high price points, she was inspired to create her own brand.
Infusing Local Culture: From Hong Kong Teahouses to Guangzhou Landmarks
JARDIN DES FONTAINES features eight collections, each tied to different flowers to evoke the garden theme, interwoven with cultural elements from various regions. “I love traveling and always pay attention to local cultural details. For instance, our latest Venus Garden series draws inspiration from the Greek goddess of love, incorporating flowers like hyacinths and maidenhair,” Yoyo explains.
The “Get Idle, Drink Tea” series, steeped in Hong Kong’s essence, reflects the city’s casual mantra. “We incorporated Hong Kong’s teahouse culture, architecture, and transport into the designs—think Golden Bauhinia Square, the Big Buddha, dim sum carts, and char siu bao, all in the vibrant blue of Victoria Harbour on a clear day.”
To boost exposure and tap new markets, Yoyo expanded northward post-reopening, participating in the Hong Kong Trade Development Council’s Greater Bay Area fashion and lifestyle promotions and establishing JARDIN DES FONTAINES’ first mainland hub in Guangzhou. “Mainland consumers, especially younger ones, embrace Hong Kong brands and are open to unique, distinctive products,” she says.
To cater to local tastes, Yoyo designed the “Guangzhou Dream City” series, incorporating iconic elements like the Canton Tower, Chen Clan Ancestral Hall, Shamian Island, dragon and lion dances, kapok flowers, dim sum, and traditional floral tiles.
Consumer Differences: Fridge Magnets Shine in Guangzhou
Beyond localized designs, Yoyo noticed distinct consumer preferences. “In Hong Kong, silk scarves and tote bags are popular, while on the mainland, tote bags and coasters lead. In Guangzhou, we were surprised to find fridge magnets in high demand.” She explains that tourists often buy magnets as souvenirs or keepsakes, prompting the brand to expand this category.
Quality Commitment: Stylish, Easy-Care, and Durable
While adapting to local preferences, Yoyo maintains two core principles. “First, products must be beautiful and easy to care for. Nobody wants a silk scarf that requires washing and ironing before use. Our scarves and tote bags are machine-washable,” she says. Second, quality is non-negotiable. Despite affordable prices of one to two hundred dollars, “we test fabrics for sun exposure and repeated washing to ensure they don’t fade or yellow. Our tote bags, made from textured fabric, resist fading, yellowing, and shrinking.”
Global Ambitions: From the Bay Area to the World
JARDIN DES FONTAINES now boasts over 40 sales points across Shenzhen, Guangzhou, Beijing, Shanghai, Wuhan, and Chengdu. In March 2024, the brand joined the Hong Kong Trade Development Council’s Fashion Hong Kong 2024 in Paris, showcasing alongside 11 emerging Hong Kong designers in a pop-up store. Yoyo aims to reach 100 sales points nationwide and expand to other European cities, transforming JARDIN DES FONTAINES into a global brand.
Entrepreneurial Challenges: From Scriptwriter to Brand Founder
Yoyo’s journey wasn’t without obstacles. When she shared her vision for a lifestyle design brand, a mentor warned, “You’ll fail for sure.” Reflecting on their advice, she says, “They’d paid millions in lessons learned, and I appreciated their honesty. But I’m someone who won’t rest until I try.”
Her decade as a television scriptwriter fueled her entrepreneurial spirit. “Producing a show—choosing guests, locations, content, and tracking ratings or renewals—was building something from scratch. Running JARDIN DES FONTAINES is similar: ideating collections, designing key elements with storytelling, producing, and promoting—all from the ground up,” she says. Each series requires meticulous thought to blend landmarks, plants, and colors into vibrant designs.
Continuous Innovation: Keeping the Brand Vibrant
To stay relevant, products must evolve. “We refresh our inventory periodically, phasing out old stock for new designs rather than selling the same styles endlessly,” Yoyo explains. “Consumers love our brand, but repetitive designs lose appeal, so constant creation is a challenge.”
Beyond design innovation, finding partners and managing limited expansion funds pose hurdles. Yet Yoyo believes that with strong design and quality, consumers will feel the brand’s sincerity. “We don’t settle for ‘good enough.’ Like a TV show, as long as there are no major errors, we assess market feedback and adjust. That’s what matters most.”
Official Source: Ming Pao
Source Link: https://news.mingpao.com/pns/%e6%b8%af%e8%81%9e/article/20240805/s00002/1722790106174