Our Story

Jeff Jiang founded the company in Shanghai in 2014. Initially, it was an online streetwear boutique called LOV Shopping, which he started with a scholarship of 1,000 RMB he received from his university. The store originally sold a variety of American streetwear brands. In the fall of the same year, Jeff traveled alone to the UK to pursue his studies at UCL. As a young man from the East, he developed the ambition to start a business on the West. While pursuing his PhD, Jeff continued to work on his business goals, actively building connections in the relevant fields.

In 2019, Jeff joined a local UK business consulting company as a data analyst. During this time, he honed his keen market insight and developed a strategic focus for the company on luxury goods, primarily watches and jewellery, with clothing, shoes, and bags as supplementary offerings. Following this, Jeff frequently participated in major global luxury exhibitions, further expanding his upstream and downstream resources.

In March 2024, Jeff officially founded Imperial Grace Ltd. with JJ LUXE as the brand name. Unlike most Luxury boutique business, JJ LUXE serves wholesalers and also accepts retail orders, retaining Jeff’s personalized shopping services he once provided as a personal shopper. Over time, Jeff has built a professional and mature team, forming an organizational and systematic operating & working mode. At JJ LUXE, we are committed to becoming the most trusted luxury goods retailer in the UK.