Fashion accessory brand Gagacoco goes live in China

Founded in a room above a shop. Made modest profits from a homemade, one-of-a-kind jewellery business. Recognised for its brilliance. Now about to embark on global scale distribution with a new range of products - it sounds like a well-worn rags to riches story.

The difference? This story is more bang-up-to-date with the new economic world order than you'd think. Because it's not Milan, Paris, or even New York that Gagacoco's founders plan to make their dreams come true in - but Shanghai.

Financed by a Hong Kong based venture capital firm, now working closely with the fashion house, the accessory brand intends to hit the online mass market hard. Armed with a whole new range, they'll make their non-UK debut this September - in what is now, in all probability, the world's largest consumer market: China.

Will it work? It's hard to say - but the signs are promising. Gagacoco is at the forefront of movement of pioneering companies that are banking on significant growth in China's affordable luxury sector. Big-Name luxury is already Big in China, and Big-Name growth is, according to conventional economic wisdom, swiftly followed by a Big appetite for more affordable pieces, as the middle class expands. If conventional wisdom is indeed right, then Gagacoco can expect a bright future.

The offering itself is considerable. The brand have decided to launch with a complete range of accoutrements, from bags to belts and sunglass to scarves - in each case in a surprisingly varied number of styles.

And there's a wealth of ideas here too: ranging from timeless classics to highly creative, thematic pieces for the more adventurous. Interestingly, Gagacoco has eschewed the traditional set-based approach, opting instead for a continuum of steady variation between its very eclectic mix of styles. There are certainly themes and references here, but it's a web 2.0 generation, pick-and-mix approach and its not overly bound by the idea of the collection as a whole.

While some elements of Gagacoco's extensive range are daring - perhaps almost daring enough for the other famous Gaga people will, no doubt, think about when they hear the name - Gagacoco's designs are intended to be classically stylish, rather than outrageously cool. It's those looking for an proven attractive designer look, without the ugly designer price tag, that will have most to find here. And if initial glimpses are anything to go by, they'll be making a lot of discoveries.

Gagacoco will be launching in China on September 15th.