Whether visiting Shanghai for business or leisure, many visitors now leave with more than souvenirs. Increasingly, they are taking home something made just for them.

At Zijincheng Department Store, a major jewelry trading center in Yuyuan Garden Malls, craftsman Zhao Yifan bends over a microscope, carving intricate details into a ring. Commissioned by an Italian client for his wife, the piece combines traditional Chinese elements with a contemporary design.

Elsewhere in the same complex, at the Lao Feng Xiang flagship store, master craftsman Shen Guoxing polishes a set of gold cups inside a glass workshop. The order was placed six months ago.

These cases reflect a broader shift in Shanghai's consumer market, with customization becoming an increasingly distinctive part of the city's appeal.

Shanghai has long been a melting pot of cultures. Building on this foundation, the city has recently introduced a plan to develop "Shanghai Style" customization into a globally recognizable brand within two to three years. The plan positions custom-made consumption as a defining feature of the city.

A shift toward personal value

This shift is driven by changing consumer expectations, as demand moves away from standardized products toward items that reflect personal taste, identity, and cultural meaning.

In jewelry studios at Zijincheng, custom orders account for nearly 90 percent of sales. Customers can choose from gold, silver, pearls, jade, and other materials.

When a bracelet takes more than a month to complete, customers are paying not only for the material but also for the confidence that the final piece has been carefully tailored to their needs.

Craftsmanship on display

At Lao Feng Xiang, traditional craftsmanship is no longer hidden behind the counter. Inside the store, a transparent workshop allows visitors to watch artisans at work. The "front shop, back workshop" model turns heritage craft into a living, interactive experience.

Designers are also incorporating local elements into their work. The Bund skyline appears on tie clips, while Shikumen-style arches and white magnolia motifs are incorporated into jewelry designs.

Such details reflect the essence of Shanghai-style culture: blending Chinese and Western influences into something contemporary and refined.

From local business to global service

Beyond jewelry, customization is expanding into other sectors. The South Bund Soft Spinning Material Market has become a popular destination for made-to-measure clothing. It ranks among Shanghai's top attractions on Tripadvisor and holds a 4.8-star rating out of 5 on Google Maps, based on more than 500 reviews.

To meet growing international demand, many shop owners can now communicate in basic English, accept remote orders, and provide expedited service or overseas shipping. What was once a local tailoring business now serves customers from around the world.

Looking ahead

The new "Shanghai Style" plan also seeks to address long-term challenges. A unified certification system is expected to help consumers identify reliable workshops and brands. At the same time, training programs will help younger craftsmen learn from experienced masters, helping preserve traditional skills.

Beyond policy support, workshops are also looking for ways to improve efficiency while preserving craftsmanship. As custom work takes time, they are trying to streamline communication and other processes while keeping each piece distinctive.

More than a purchase, customization offers a more meaningful way to experience the city. A made-to-order item carries not only material value but also a lasting connection to Shanghai.

Sources: Shanghai Municipal Commission of Commerce, WeChat account of Huangpu district