Rue Madame is a concept store created in 2010 by Ariane Zagury who was an ex-investment banker, she was brought up in a family of textiles’ retailers in France, developing a taste for fabrics and fashion from a young age. When she moved to Hong Kong in August 2008, she was amazed by Hong Kong women’s fashion sense and style but disappointed by the existing concept stores’ uniform look and the lack of fashionable, feminine and wearable designer’s brands on offer.