Upon entering “Nega C’s” shop located on the corner of Avenida do Conselheiro Ferreira de Almeida, the various women’s outfits displayed on hangers are the first items to come into sight, followed by accessories displayed in showcases, such as earrings, bracelets, silk scarves and berets. You will find yourself bewildered by such a wealth of exquisite items. All these products are designed and made by the founder of the brand, Isabella Choi, who runs a small production business offering customised services, and the brand has accumulated a number of repeat customers through years of effort.

 Retail shop in Macao 

Avenida do Conselheiro Ferreira de Almeida, No. 32-M, Tong Fat Building, Tower A, GF, Macao

(photo courtesy of the enterprise)

Unceasingly launching diverse designs in small quantities

        Having dreamt of running a fashion shop since her childhood, Choi decided to study fashion design in the United Kingdom and returned to Macao after graduating, where she established her own brand in 2011 in the hope of creating designs that truly belong to Macao. Celebrating female vivacity at the core, the brand features outfits that integrate various elements, including leisure life, street culture, music and art, retro loveliness, and offers diverse styles suitable for women of all ages.

        Since its establishment, Nega C. has launched more than 2,000 items across three series. The first is the “Ready-to-Wear” series for everyday clothing, which boasts a complete set of designs in limited quantities and can be bought through both online and offline channels. The second is the “Made-to-Measure” series featuring personalised items for special occasions, such as evening dresses, performance costumes and fashion show costumes. The third is the “Accessory” series, which comprises items with cultural and creative elements, such as fashion jewellery, silk scarves and souvenirs.

        The company has taken their entire production process into their own hands, ranging from design, material selection, platemaking to retail, making the brand stand out with flexibility and independence. This not only allows the company to launch new products constantly throughout the year, but also enhances the brand’s dynamic and attracts more return customers.

Founder Isabella Choi

Sewing process

Berets 

(photo courtesy of the enterprise)

Accessories 

(photo courtesy of the enterprise)

Developing business through e-commerce

        To continue the advantage of diverse designs, Nega C. has promoted all its products via a number of e-commerce platforms targeting markets in Hong Kong, Japan, Macao and Taiwan. Choi, who is preparing to explore the mainland market, believes that Macao’s fusion of Chinese and Portuguese cultures can be integrated into the brand to develop a unique Sino-Portuguese style and attract the attention of mainland customers. By attempting to integrate Chinese and Portuguese embroidery, adopt unique Chinese and Portuguese elements in cutting, such as the Portuguese umbrella skirt and Chinese frog closures, and using glossy fabric with subtle patterns dyed in vibrant colours, Choi has produced Sino-Portuguese crossover apparel in its very own Nega C. style, which has received a positive feedback from customers.

Apparel with Chinese and Portuguese elements 

(photo courtesy of the enterprise) 

Fashion show 

(photo courtesy of the enterprise)

Formal attire production 

(photo courtesy of the enterprise)

Seizing every opportunity with various display platforms

        Nega C. has successfully entered Macao Ideas of the Commerce and Investment Promotion Institute, which has helped to increase brand exposure through both online and offline channels. Choi recalled, “several months ago, my cousin, who had just returned to Macao from overseas, asked me whether I had displayed my products at the Portuguese-speaking Countries Food Products Exhibition Centre (also known as the Glass House) located in Praça do Tap Seac. Later I learnt that it is a place used by Macao Ideas to display products, and I believe it facilitates ‘Macao brands’ to promote themselves. After all, as a design brand operating on a small scale, we do not necessarily have an additional budget for marketing”. Choi hopes that more of the brand’s products will be showcased at the exhibition sites of Macao Ideas’ representative offices in Mainland China, so that customers in the mainland and even other countries can see the unique appeal of “Macao brands” and “Macao design” products. 

Nega C. in an exhibition 

(photo courtesy of the enterprise)

Product display at the Macao Fashion Gallery 

(photo courtesy of the enterprise)

Contact Nega C.

If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.: 

Ms Cheang +853 8798 9707

Ms Chong +853 8798 9739

Email: 

fionacheang@ipim.gov.mo 

elizachong@ipim.gov.mo