WHEN Rena Koh started selling her wedding gowns on consignment to local retail outlets, she knew it was all or nothing.
''My gowns were well received, but I could see what a struggle it would be if I tried to present myself to major companies.
''Who would take notice of me when I didn't have a single qualification? The only way was to start my own business.'' Two years on and the founder and sole proprietor of Adrena's Elegance is one of the territory's hottest names in bridal and evening wear, commanding prices which mostly range from $8,000 to $15,000, though elaborate custom-made creations can top $40,000.
Within months of launching her label, clients were lining up. If further proof of her success was needed, the meteorically risen Ms Koh got it in January at Hongkong Fashion Week 93: joint winner, along with long-established firm Topstyle, of the Best Collection Award, judged by a panel of local and overseas fashion journalists.
Last Friday saw a fresh landmark for Rena Koh (''Adrena is my proper name, but it's always been Rena'') when she held her first full-length show at the Kowloon Shangri-La.
It was a tough test which revealed an occasional tendency to overkill, though the main impression was one of sophistication, sound workmanship and versatility - everything here from Traditional Virginal to a pantsuit for the daring bride.
It's all the more impressive considering that until she switched to fashion, the Malaysian-born, Singapore-educated Ms Koh worked as a stewardess for Cathay Pacific. ''I was with the airline for almost six years and during the last two, started freelancing as a designer.