Hands to teach you to run a good couple gift shop

Two porcelain cups that form a heart when placed together, a pair of sparkling crystals that fall in unison, and two T-shirts with matching patterns and heartfelt messages—this isn’t just any gift shop. It’s a cozy, romantic store where love is celebrated through unique, meaningful items. The owner, Li Chaodong, runs this boutique with warmth and passion, turning the idea of couple gifts into an art.

Li Chaodong’s journey to entrepreneurship began with a simple, personal desire. He wanted to give his girlfriend something special—a gift that truly expressed his deep feelings. After searching through malls and boutiques, he found few options that stood out. At the same time, he noticed that many of his friends were also struggling to find the perfect small gift for their partners. They weren’t looking for expensive items, but they wanted something thoughtful and meaningful. This realization sparked an idea.

He realized that while exchanging gifts between couples had become common, there was still a gap in the market for something more creative, more personal, and more emotionally resonant. If everyone was giving gifts, why wasn’t there a store dedicated to making them special? That was the moment he saw an opportunity—and he didn’t waste it.

Instead of rushing into the business, Li did his homework. He talked to friends, did market research, and spent a year preparing before taking the leap. In 2003, he left his well-paying job and started his own couple gift store. His dedication and careful planning helped the business grow steadily over time.

When asked about his management strategy, Li shared four key principles:

First, he focuses on creating unique and innovative products. He constantly updates his collection, seeking new ideas and trends to keep his offerings fresh and appealing. Innovation, he believes, is crucial for long-term success.

Second, he targets the right audience. Most of his customers are students and white-collar workers, so he chooses locations where these groups are most active—like near schools, theaters, and busy commercial areas.

Third, he tailors his products to suit different consumer groups. For students, affordability is key; for professionals, style and quality matter more. By understanding his audience, he ensures his products meet their expectations.

Fourth, he adjusts his inventory based on the city's economic level. In different regions, he offers products at various price points, ensuring that everyone can find something suitable and affordable.

“Couple gifts aren’t just about selling trinkets,” Li explained. “Many people copy the trend by simply collecting a few necklaces or T-shirts and calling it a couple’s store. But that’s not accurate. Without a clear vision and unique positioning, you’ll never stand out in the market.”

At its core, the couple gift business revolves around emotion. Every item may be ordinary, but it should carry meaning and sentiment. It needs to be both practical and emotionally engaging. Additionally, staying in tune with trends and consumer preferences is essential. Blindly expanding without understanding what people want can lead to poor sales and missed opportunities.