Tucked away in a neighbourhood filled with garages near Tin Hau, a nameless shop stands out like an oasis, offering exquisitely crafted hats adorned with handmade fabric flowers, feathers and beads in the window.
The store's owner, Jay Cheng, has a passion for hats. 'I've never worn the same piece twice, but I'll make an exception this time,' she says, laughing, as she adjusts her black circular headpiece, which she wore last month to the annual Ladies' Purse Day - Hong Kong's version of Royal Ascot, where women show off their most outrageous headpieces.
'A good headpiece often completes the look and helps you make a statement far more effectively than other accessories like jewellery. A hat makes you stand out easily. For me, it's always the icing on the cake that steals the limelight,' she says.
Cheng, who is better known as Jaycow, isn't just a connoisseur of hats: she is arguably Hong Kong's only milliner, specialising in bespoke headpieces ranging from bridal fascinators and fancy cocktail hats to flamboyant art pieces (one recent style was modelled on the Eiffel Tower). Since she started her business four years ago, Cheng has amassed a strong following, including brides, fashionistas and celebrities such as Eason Chan Yik-shun and Fiona Sit Hoi-kei.
Part of the allure of Cheng's hats lies in their exclusivity. Her services don't come cheap, with bespoke hats starting at HK$4,000 and taking two to three weeks to complete, while ready-made styles range between HK$1,000 and HK$2,000. But those who seek her services don't seem to mind the price tag and appreciate her passion and workmanship.
'I do it with love. It's about realising clients' dreams by combining their needs with my creative vision. It's wonderful when both sides can be reconciled,' says Cheng, who makes the hat moulds and trimmings herself.
