
French fashion-design houses have always been ruled by strong-minded and creative individuals including Coco Chanel, Jean-Paul Gaultier, Karl Lagerfeld and the likes. Nelly Biche de Bere is no exception and may soon find her name among this prestigious list. Combining artistic aptitude and a strong entrepreneurship spirit, Biche de Bere's designs are creating an international roar that is currently rumbling through the Middle Kingdom.
"China is a bit like the US 30 years ago" says Biche de Bere. "At that time, there was this same kind of energy, which I find here to be 10 times stronger." In 2003, she set up a fashion boutique in Shanghai and a workshop in Xinzhuang. "I always have been fascinated by Shanghai. There is an incredible energy."
Biche de Bere's own energy has been her primary strength in making a name for herself. After 10 years in the US and another 10 in Europe to develop her business, Biche de Bere is now in Asia for yet another decade, with Shanghai as her headquarters. Her company has set a foot in four continents and reports a current world-sales turnover of US$19 millions. In late 2004, she received the Pierre Cardin "Best French Designer in China" award in Beijing and currently dresses Chinese stars Mimi Sun, Anna Wang, Lu Yi and Jane Zhang. For another feather in her oh-so-fashionable cap, this year the French business magazine L'Expansion named Biche de Bere one of France's five most influential business owners.
"She is full of energy" says Shanghai-based communication assistant Vivian Dong. "[Biche de Bere] is a woman with a strong character, if she has a goal, she will simply do it."
But achievement isn't possible without a tad of luck and loads of talent and ambition. After graduation, Biche de Bere left France for New York to pursue the American dream. Already pragmatic and business orientated, Biche de Bere sold her "anti-atomic shelters" thesis to the France Ministry of Defense to finance her departure in 1985. She fought her way up the New York fashion ladder by creating evening jewelry from recycled materials, which led to a surprise 30,000 piece order and a full-time career.
Returning to Europe in 1993 with her husband and associate Christophe Cais, she launched the Biche de Bere Company, specializing in jewelry and ready-to-wear collections for women. They've since diversified into kids, men and couture lines, as well as sportswear, house linens and general design. The company currently employs 350 personal, owns two factories in France and delivers 15 collections a year. This is what you'd call productive, creative and successful.
Born in Brittany, a French region where traditions are highly valued, Biche de Bere graduated in industrial design. This influence is clearly seen in her creations which combine traditional style with modern techniques. Such concepts have successfully attracted American and European women in the past and are whipping Chinese into a frenzy since the move to Shanghai a year and a half ago. "I am fascinated by China, because it is a place so different, with a huge history" she says. "But despite this, the country has a strong desire to come into the third millennium at full speed."
Dressing women of the new millennium - to enhance each female's individuality - is her prime motivation. "There is certainly a common point between all women," explains Biche de Bere. "They want to feel pretty, to satisfy themselves and others when dressing." But the Biche de Bere brand aims to take fashion past the basics by using unique fabric, color and style combinations, leading to their motto: "Difference is that wonderful thing that we all have in common."
Weekly cocktail parties are held every Friday at the Xintiandi boutique, among displays of Biche de Bere's new collections. For those not lucky enough to live in mainland China's fashion mecca, check out Biche de Bere's line at
www.bichedebere.com.
(c)
City Weekend, national edition
Editor: Lydia Holden
Photo courtesy Biche de Bere
September 1-15, 2005 issue
