Liger, which opened its third outpost in Hong Kong this week, is the brainchild of style influencer and actress Hilary Tsui Ho-ying and fashion buyer Dorothy Hui. In four years it has become a style magnet in Asia thanks to its mixture of must-have brands and edgy accessories.
Its biggest draw is its two founders, who have been friends for more than 10 years (they met when Hui was working as a personal stylist at local boutique D-Mop and Tsui was one of her customers). After the birth of her daughter, Tsui joined forces with Hui and Liger was born.
"We really wanted to focus on edgy and funky things that we would want to wear. Even if we carry familiar brands, we always choose different styles. Our service, too, is also more personal. The staff are our friends, dress how they like and give tips to customers," says Tsui.
Thanks to Tsui's high profile - she is a regular at the hottest events around town and is also wife of actor Eason Chan Yik-shun - and Hui's impeccable taste, the boutique was an overnight success.
"Trendy people shop here. They gravitate towards our style which is more funky, although we are still sophisticated. We basically stock items that we would wear. Budget is not a priority for us," says Hui.
The road to success has been challenging. Even when sales dived last year, the women took a chance and continued with the opening of the new 2,000 sq ft space on Paterson Street in Causeway Bay. Downstairs from the original boutique, the space will carry a larger selection of clothes and more luxury items - with a Liger twist.
On the rails for spring-summer 2013 are offerings from Korean brand Push Button, Venera Arapu, Tibi, Kirsty Ward, Petar Petrov and Klear Klutch bags, the partners' current obsession. Next month they will launch a line of trainers with Italian accessories designer Giuseppe Zanotti.
Also in the pipeline are plans to further develop the in-house label Oh My God, which they launched two years ago.
"It's based on our favourite pieces or collectibles that people want to buy but that are no longer available. We sometimes remake them or redesign them in a new fabric. It's very selfish, because it's based on what we want," says Tsui, laughing.
The duo are contemplating opening an Oh My God boutique on the mainland eventually, but their biggest hurdle is to win over their biggest style critic - Tsui's eight-year-old daughter, Constance.
"My daughter thinks I am weird. She complains about my wardrobe all the time," says Tsui.
