Take a common business model: selling quality branded Australian wines at premium prices and turn it on its head. Instead, offer the same wines unlabelled and unidentified at half the price.
'It's like selling genuine Nike shoes without the swoosh,' says Angela Rolston, partner in Limestone Coast Wines, whose Ap Lei Chau outlet is called Cellar Door.
The concept was born when the original partners scrapped their first idea of buying a vineyard in Australia and opted to sell unlabelled wine in Hong Kong instead. The two partners were Adelaide-based Jane Harris and Brenda Sawyer from Hong Kong.
Ms Harris already ran a similar business, the Adelaide Cellar Door and wasted no time. 'Before Brenda could think straight, a container of wine was on a ship and heading this way,' says Mrs Rolston. It was autumn 2003 and Ms Harris came to Hong Kong to help get it started.
Ms Sawyer had a hotel management background and her old friend Mrs Rolston, who she tasked with marketing, was 'moderately knowledgeable' about the business having worked for a food and wine magazine between having her four children.
It's an unlikely but perfect business partnership, says Mrs Rolston. 'Everything I absolutely hate, Brenda is good at, such as administration, detail and finance. Everything I love fills Brenda with fear and loathing - public speaking and generally all the sales and marketing.'