Joanna Chu Liao's design combines different textiles, and often there is leather, fur and cashmere all in one garment. Photo provided to China Daily

Liao founded Jo's Ready to Wear three years ago, after a number of years designing under the label Flair by Jo for the Japanese market and distributed for Marc Jacobs. Her team consists of two other in-house designers, plus experts who sew and make patterns. She has a staff of 12 people, including her younger sister Paulina, who helps her with marketing.

"All of my clothes are manufactured in Guangzhou at my father's factory," she says. Only between 12 to 20 pieces of each design is produced, and many of her customers are loyal ladies who frequent her boutique once every week or two to check out new arrivals. "We make garments as we go."

Liao believes that one of Jo's Ready to Wear's strengths is its design-driven yet wearable fashion. "I think of it as wearable art," she says. "Some fashion isn't so user-friendly."

She is also good at combining different textiles, and often there are leather, fur and cashmere all in one garment. "The combinations give garments richness and depth," she says.

Many of her designs showcase her love for details, such as intricate beading, lace and embroidery embellishing the garments in unexpected ways. She has no problem with pairing leather and brocade, or floral applique on tweed. For the pieces that she does not manufacture, Liao will source from like-minded designers such as India's Deepak Chowdury for hand-painted artisan scarves.

Liao is a firm believer in effortless elegance. "Women shouldn't spend hours in front of the mirror," she says.

"They should be able to go into their wardrobe, pick something out and look beautiful in it. My clothes are reflections of the contemporary woman - whether they are dedicated moms or career ladies. They don't need a corset to look good. All my clothes are designed to coordinate."

Liao will also occasionally design custom pieces by request, such as for weddings and special events. "We did a dress for (Taiwan actress) Lin Chi-ling and she wore it to a daytime event," she notes. "But we don't rely on movie stars to promote our brand. Our customers - all smart, well-traveled, international women - do that for us already. They are real-life women who look like models."

IF YOU GO

Jo’s Ready to Wear 5/F, 17 Lan Fong Road, Causeway Bay, Hong Kong. 852-2881-7128. www.josreadytowear.com