Hats off to city's own milliner

Most of Li's inspirations come from life experiences and personal growth. When she designs, especially hats, she feels a profound sense of freedom and joy, which, as Li says, "is an enjoyment rather than just a task or job". For example, the rabbit series was inspired by a little rabbit she once raised.

A key moment propelling Li's career to success came in 2012 when Li met the purchasing team at SKP Beijing department store — one of the nation's biggest and most productive retailers. It gave the young entrepreneur the opportunity to try entering physical stores. Li's sales performance allowed her to open more offline stores, including in Beijing, Shanghai, Xi'an, Shaanxi province, and Chengdu, Sichuan province.

Though Li later launched livestreaming and runs her online stores, she finds that physical stores allow her to better understand her consumers since they narrow the distance and allow direct contact.

"A hat designer fosters a deep emotional connection with customers by creating pieces that resonate with personal identity and style," says Li. "I've noticed that some women, even if dressed in formal attire, often gravitate toward cute hats in the store. The first hat they pick usually reflects their true self, contrasting sharply with their outward appearance. Some customers align closely with their hats, revealing their inner thoughts through their choices."