The horse tail embroidery of the Shui ethnic group is an intangible heritage in China. The village of Bangao in Sandu county, Guizhou province, is known as the hometown of the handicraft.[Photo provided to China Daily]

"She really knows how to appreciate good work," says Wei, referring to Song as "teacher Song".

Beside the Shui community, her family is an important support system for Song. Her youngest son Wei Zutao is responsible for new product development at the company. The 29-year-old former animator sees in the ancient craft two possibilities - haute couture and "crowd favorites", alluding to business models of fashion houses like Gucci and Dior, and more down-to-earth retailers like Zara. Wei is in the process of soliciting design talent from fans of the embroidery to work on product branding that aims to appeal to the younger generations.

Song's daughter-in-law Wu Yongzhi serves as her parttime assistant. The 29-yearold high school English teacher has volunteered to take the traditional craft to the classroom, teaching her students to sew as an extra-curricular activity. Even though she started learning the craft from Song only five years ago, she considers it her responsibility to impart knowledge of the embroidery to her students.