[Photo provided to China Daily]

But in Beijing, he has witnessed the spending power of Chinese customers, who can buy three to four pieces in a month.

"The culture here is different. People buy it now because they like it, and next year they might throw it away. I want to design something that will still be beautiful in 10 years."

The couple's store, located near Sanlitun Taikoo Li, alongside international luxury boutiques, offers womenswear, menswear and children's wear, inspired by their 3-year-old son.

Their online store is now one of the highest ranking stores on Taobao.com.

Their price range from 10,000 yuan ($1,569) to more than 100,000 yuan.

Tang says that about 70 percent of their total sales are online.

She says the brand aims to fill the void between local fur manufacturers, whose designs and fabrics are not as updated, and international luxury brands, which most people can't afford.