Sexy line in lingerie proves high-end hit

In only a few months in business, Shiny Fang's high-end lingerie shop has seen brisk demand, mainly through word-of-mouth promotion among the well-off Shanghai women she hopes to attract.

But what has surprised the neophyte entrepreneur is the steady stream of men who have made their way to her lush, appointment-only boutique, eager to pick up something sensuous for their wives, girlfriends or mistresses. 'They asked me if I could choose for them and panicked when I asked them if they wanted a padded bra or not!' she says.

The venture is in a setting that seems unlikely - an old, unkempt building off the main Nanjing Road thoroughfare. While her products are all about exteriors, the former cultural promoter had little interest in the outside appearance when starting the business, lavishing all her budget and attention making the two-room boutique as swish and comfortable as possible for the maximum three customers at a time allowed to browse the shop.

Indeed, walk-in visitors are actively discouraged: Ms Fang does not want to run the risk of curious onlookers handling and damaging the delicate fabrics. Instead, the target of Lingerie and Me is Shanghai women with plenty of cash to spend and an eye for quality ... tai tais, expatriate spouses and career women.

'I don't want too many people, I want quality customers,' she says. 'I have had a customer who came in and bought four sets of bras and panties, a sale of HK$10,000.'

The main boutique showroom and the large changing room, where female customers can try on whatever they fancy, are done up in lush boudoir-brothel style, a sumptuous mixture of chandeliers and deep purple pile. All stock is from renowned labels such as Janet Reger, Christine of Vancouver, Beau Bra and Fleur T, with prices ranging from HK$1,000 to HK$5,000.

'I want it to be cosy, like a membership club,' says the Taiwan-born Ms Fang. 'My business comes by word of mouth; if I do any promotion it will be at the high end.'