Designer and poodle become Web stars

Xue Chun and her poodle, Strawberry, are stars of Internet bulletin boards catering to pet owners, thanks to Xue's elaborate and chic doggie clothes and accessories.

Forgoing makeup and stylish clothes, Xue, a 25-year-old Beijing resident, is not too interested in shopping or clubbing. But she is addicted to sewing and other handiwork.

While sewing machines are seen by many young people as a sort of antique, the machine Xue received from her mother has become a favorite tool.

Xue, a biology graduate, works on the research staff of a foreign cosmetics company. Her job does not tap her budding design expertise, so she has plenty of energy to sew outside work.

Her enthusiasm all started with a colored dog.

"Two years ago, I raised a red poodle and gave her the name Strawberry because she looks so sweet," Xue said. "Initially, I just wanted to dress up my doggie like many other little girls dress up their Barbie dolls."

She then learned about sewing and making clothes for her dog by downloading teaching materials from the Internet and through much trial and error.

"I cannot remember how many times I failed and how terrible the first work I made was," Xue said. "Now, when people praise my talent and innovative spirit, I always show them my hands, which were pricked many times."

To share her work with many other pet lovers, she registered an online store at Taobao.com, China's largest online shopping site, in 2007.

She began selling dog clothing and accessories in February, and so far she has sold more than 240 items. Hundreds of netizens visit her store every day.

"I think dogs also have feelings of self-confidence and inferiority," Xue said, "And they enjoy being flattered. That's why many pet owners are so crazy about purchasing clothes and accessories for thm."

In her online store, there are more than 100 items, ranging from clothes, hats and ties, to necklaces, headgear and dog beds.

Strawberry is her only model. "She is a supermodel like Kate Moss in my heart," Xue said. "When I finish the design of a new item, I will make a sample and ask Strawberry to try it on, then post pictures on the website."

Customers, including fans of Strawberry, scramble for them, and new products sell out quickly.

Princess dresses and crown-shaped hairpins are among Xue's best-sellers. "And pet owners also like to dress up their dogs in cute hats, making them look like little bears or cats," Xue said.

Xue has also made matching hairpins, for pet owner and pooch. "It looks very cute, and girls cannot help wanting them," she said.

A dog tie costs about 20 yuan, while a hat costs about 40 yuan. Dresses and other clothes range from about 50 to 100 yuan.

"Some of my customers complain about the prices of the items, " Xue said. "Yes, the materials are not very expensive, however, I spent a lot of time making them."

She usually uses cloth sold at around 20 yuan per meter and also buys imported fabric through Taobao.

Xue needs at least two hours to produce a dog coat or dress.

"Especially when I choose some types of cloth, such as silk fabric, they are very difficult for clipping and sewing," she said. "A lot of cloth is wasted before I get a finished product."

"Just part of the sewing work can be done by machine," she said. "While most I do by hand to touch to the designs."

"For example, the ribbons on the hat are to prevent it from falling off easily," Xue said. Comfort of the pet is considered, too, she said.

Customer enthusiam results in many asking Xue to expedite their order.

"I understand their eagerness to see the items, so I always have to burn the midnight oil," she said.

"I really enjoy it when customers send me photos of their dogs who are wearing the clothes I designed and made," she said.

Xue said she has turned down orders in the past two months so that she could have more time to craft new ideas for her store and product line.

"I'm doing my online business for fun, rather than for money," she said.

Apart from the Taobao store, Xue and Strawberry have appeared in many Chinese pet magazines, just like real celebrities.

She is planning to write and illustrate a book about the interesting things that have happened to her, Strawberry and the business.

(China Daily 08/17/2009 page6)