Independent designer and 9 year top Etsy seller

Shanghai, China · 71976 Sales


Independent designer and 9 year top Etsy seller

Shanghai, China 71976 Sales On Etsy since 2008

5 out of 5 stars

idea2lifestyle is taking a short break


Note from shop owner Due to my parents' health condition, we will put our shop on vacation mode temporally. Thanks for your love and supports all these years! We hope we will see each other in the near future!

gerald and all team members

Note from shop owner

Last updated on Jul 18, 2017

Due to my parents' health condition, we will put our shop on vacation mode temporally. Thanks for your love and supports all these years! We hope we will see each other in the near future!

gerald and all team members

gerald chen

Contact shop owner

gerald chen


Average item review
5 out of 5 stars

plamnom on Jul 20, 2017

5 out of 5 stars

Excellent transaction, very quick shipping, A++


acmburgess on Jul 18, 2017

5 out of 5 stars

Love it so much I own it in black and white!


acmburgess on Jul 18, 2017

4 out of 5 stars

fabric is super soft and comfortable. A little worried that it might pill over time. Even so, I think this will be a favorite go to in colder months

View all 25929 reviews



This life we only focus on one thing - making better clothing designs.

Hi, welcome to our online boutique. We are collective team, all team members are independent designers and dress makers who worked for high fashion brands and want to make something more interesting and fun.

2006 when I was in Bagan, Myanmar, two Parisian girls compliments on my self-made t shirt hoping that they could find such cool things in Paris. 2008 I opened this shop at Etsy to list 5 designs, in 30 seconds, the first vest was sold! Then our story of designing, making and selling on Etsy began. By 2012, we sold more than 35,000 pieces and became one of the best sellers here.

We live in Neverland (our studio) during the day, outside of it, it is a gray boring city (Shanghai), inside of it, there are exotic native orchids, art works from Africa, India, Native America, China, Japan and Korea, guarded by three dogs, . We brainstorm, explore, experiment together to work out things verify our existence. A journey, a book, a show, a movie and interesting person's contact will be our inspiration. We work out new designs every week, if you don't see a new design in some week, that's because we wanted the design more perfect, it takes time.

Our logo is a fading flower, yes, fading flower; Flower fades, it is one of her charming parts.

All fabrics are hand picked from mills or order to dye to guarantee quality and fair price. Designed and handmade by us from scratch. To be featured on Vogue and design for celebrity one day is not our goal, working out timeless stylish designs to let you feel romantic, beautiful, encouraged, cool and elegant is our dream!

Currently our team members are:

Jeanie (main contact, model for all the pictures and muse; she has been working with us since 2012, answers all your questions and take care of your orders)

Master Liu (patterning for new designs, he worked for big companies as pattern-er for more than 30 years, his cutting skill will even let wearers look at least one size down yet feel comfortable),

Brother Huang (team leader of sewing team and cutting, he has been in this field for more than 20 years; before joining us, he worked for luxury clothing making, of course in Neverland, we don't allow him to use fur and leather again, LOL; he has experience to run a factory, and enjoy the freedom and respect when working with us),

Mrs Yu, up to linen, wool and silk design's sewing,

Mrs Chu, full time mother, part time sewer for jersey designs,

Mrs Ding, up to jersey and knits design's sewing,

Mr Zhu, up to hand cut each clothing from scratch,

gerald, leader of biz team, designing, shipping parcels, new fabric sourcing and photo shooting,

gerald's dad, regular fabric ordering, preshrinking and packing parcels), my father is nearly 70 years old, when you receive your clothes, you will see the fabrics, buttons he hand picked for you, look closely and enjoy them, it is god's gift to me to get help from him and work with him

gerald's mum ( packing, traditional frog closure making, buttons, shawls, QC), my mother is nearly 70 years old, if she makes mistake on your order, do let me know, we will do our best to fix; after cancer in 2016, currently she doesn't work.

Mr Zen (ironing, hand embroidering, making button holes) ;

Da, QC and pack and ship out parcels;

Little Dudu, 10 years' old baby girl Yorkie, good company and inspiration of our team; she left us in 2016, please allow me to use her picture in shop so that I can see her every day.

Bigger Dudu (12 years' old Yorkie), Huanhuan ( 8 years' old Yorkie, in diet so not willing to be taken pics), Mimi (black and white cat rescued by Little Dudu), Little F ( Mimi's son)

We sincerely hope you will like our designs and we will do our best to provide quality pieces and good service (but it is fine if you are not into our designs, they are not for everyone initially).

Thanks for your time:)

Around the web

Shop members

  • Dudu (2004-2016)

    Owner, Boss, Guard

  • Gerald Chen

    Owner, Designer, Photographer

  • Gerald's father

    Assistant, Shipper, Fabric Ordering

  • Jeanie Li

    Customer Service, Model, Designer

    Every picture in our shop is modeled by her. Jeanie is a quiet and gentle girl in real life, since our designs are not introvert, she works very hard to pose and show the freedom, bravery and cool. Usually we have half and hour to warm up.

  • Gerald's mum

    Assistant, Creator

  • Shuaifa Huang

    Making Team Leader, Maker

    More than 20 years experience in apparel making, can make any difficult detail into work of art. A very gentle and beloved leader. Very humorous and hard working person indeed. Working with him, we feel brave and full of new ideas.

  • Zhi kang Chen

    Hand Cutting Each Item

    Nowadays experienced craftsman who can hand cut and custom make clothes is a rare gem.

  • JinXia Chu


    More than 15 years experience in hand making clothing, talented and diligent girl, her son is a top A student in junior high school

  • Jincui Zhou

    Maker, Sample Maker

    It takes 3-4 times at least to experiment and finalize a simple design, all cut should be appropriate and flattering to wearers, all details should be low profile and special all at once, thanks to Zhou's patience and professionalism.

  • Zhaoxia Liu


    Hand making requires not only skills, patience and talent, but also supports from all of you. Liu has been with us for 6 years, we really enjoy to tutor her elder daughter math when she comes on busy Saturdays.

  • Jianying Yu


    Yu is same age as me, and her son got married this year, hopefully she will see grandson's wedding at 60. She is the first one to come to studio, last one to leave, works very hard for a better life, for her family and son. All pants are made by her.

  • Daoxia Zhu

    Embroider, Shipper, Stitching Buttons

    Zhu is a Chinese Muslim, she is good at cooking. She brings good food to share in lunch time. At weekends, she stays at home cooking. Stitching every button and draping cut takes patience and love, we feel lucky to have her.

  • Fengmei Da


    Da gift wrap all orders with love and ship to you.

Shop policies