Fashion boutique Any Shop Style.[Photo provided to China Daily]

The company has joined forces with Bluebell, a Hong Kong branding company that has represented brands such as LV, Fendi and Loewe in China. The brand has signed with 34 designers from both home and abroad, offering jewelry to the young middle class in China.

"There are established brands and boutiques for clothing brands in China, but for jewelry there are few," says Shirley Zhang, creative director of Artoriz and a renowned jewelry designer. "We want to build a platform for the young brands. We believe that these designers, each catering to a small crowd, will eventually win over a huge market."

The store has played a role in the success of designers such as Xu Ke and Zhang Baohua. It opened its first two stores in Shenzhen and Shanghai, followed by pop-up stores in New York and Hainan.

These days stores are not just stores; they go beyond fashion to offer a wider experience.

The phenomenal fashion and art concept store from Milan 10 Corso Como opened a store in Beijing in 2014, after opening one in Shanghai. The store partners with Trendy International Group, a Chinese fashion retailer that owns fashion brands including Ochirly and Five Plus, in its development in China.