Interview by Aude Camus
It’s been ten years – almost eleven – since I moved to Hong Kong. And while this city still gives me butterflies, there’s one thing I truly miss from my Parisian life: window shopping. Sure, Hong Kong has its fair share of dazzling luxury boutiques, but they often lack that warmth and personality I used to love. Back in Paris, I lived on rue de Charonne in the 11th arrondissement, where I’d spend weekends drifting from concept store to indie designer boutique. I’ve also always had a soft spot for rue du Bac in the 7th with its string of inspiring shops. That sense of discovery? I’ve never quite found it here.
Turns out, I’m not the only one nostalgic for this very European style of shopping. Much to my delight, the Hollywood Road neighbourhood has seen several concept stores pop up in recent years. One opened by a Swede, another a lifestyle brand launched by a Frenchwoman… And then, just steps from Gage Street Market, Jean and Antoine opened 52 Gage – a concept store breathing fresh life into Hong Kong retail. With a sharp edit of French and Asian labels never before seen in the city, a warm atmosphere and a focus on customer experience, their store has quickly become a place where you want to linger, explore and be surprised. Meet the two founders.
It’s been ten years – almost eleven – since I moved to Hong Kong. And while this city still gives me butterflies, there’s one thing I truly miss from my Parisian life: window shopping. Sure, Hong Kong has its fair share of dazzling luxury boutiques, but they often lack that warmth and personality I used to love. Back in Paris, I lived on rue de Charonne in the 11th arrondissement, where I’d spend weekends drifting from concept store to indie designer boutique. I’ve also always had a soft spot for rue du Bac in the 7th with its string of inspiring shops. That sense of discovery? I’ve never quite found it here.
Turns out, I’m not the only one nostalgic for this very European style of shopping. Much to my delight, the Hollywood Road neighbourhood has seen several concept stores pop up in recent years. One opened by a Swede, another a lifestyle brand launched by a Frenchwoman… And then, just steps from Gage Street Market, Jean and Antoine opened 52 Gage – a concept store breathing fresh life into Hong Kong retail. With a sharp edit of French and Asian labels never before seen in the city, a warm atmosphere and a focus on customer experience, their store has quickly become a place where you want to linger, explore and be surprised. Meet the two founders.
What first brought you to Hong Kong?
Jean: I came here thanks to Antoine – we’d met in Bordeaux. He was already settled in Hong Kong, while I was still working in real estate back in France, which was a tough industry at the time (hello, COVID). I was ready for a change.
Antoine: I arrived in 2014 from Dubai, where I worked at Dior for the Middle East market. Initially it was meant to be a one-year consulting project… eleven years later, I’m still here!
How did the idea for 52 Gage come about?
Jean: Quite naturally, really – through conversations. We both knew some emerging French labels and thought: why not introduce them to Hong Kong?
Jean: I came here thanks to Antoine – we’d met in Bordeaux. He was already settled in Hong Kong, while I was still working in real estate back in France, which was a tough industry at the time (hello, COVID). I was ready for a change.
Antoine: I arrived in 2014 from Dubai, where I worked at Dior for the Middle East market. Initially it was meant to be a one-year consulting project… eleven years later, I’m still here!
How did the idea for 52 Gage come about?
Jean: Quite naturally, really – through conversations. We both knew some emerging French labels and thought: why not introduce them to Hong Kong?
Antoine: Retail is still strong here. Unlike other markets, people in Hong Kong genuinely enjoy the in-store experience. We wanted to create a physical space, a sort of showcase, that would spotlight brands not yet present in Asia. We launched post-COVID, when the retail landscape was pretty devastated, but people were craving that human experience again. We saw a marketing opportunity: investing in a beautiful space – at lower costs than in Europe or even the Emirates – to deliver a wow factor. At its core, 52 Gage is about bringing brands to life.
Are all the brands you carry exclusive to 52 Gage in Hong Kong?
Are all the brands you carry exclusive to 52 Gage in Hong Kong?
Antoine: Yes, that’s the DNA of the store. Most of the labels had no presence in Asia before us, aside from a few local names. Even Kamaro’an , a small artisanal Taiwanese brand, wasn’t available in Hong Kong until we brought it in – and it’s quickly become one of our best-sellers.
Editor’s note: and it’s easy to see why! Their handwoven bags, made in Taiwan, are beautifully crafted and reasonably priced for the quality – starting at HK$1,250 for a small woven triangle bag inspired by the rice-carrying sacks traditionally used on the island’s east coast. Chic, practical, and yes, the black one is already on my wishlist. The handwoven baskets are equally gorgeous.
How do you curate the brands you carry?
Jean: At first, we simply started with labels we wore ourselves.
Antoine: Exactly. I introduced Jean to Les Vilains Parisiens , which I’ve been wearing for years, and he brought me Zeta – vegan, eco-friendly sneakers made from corn, coffee and grapes. These brands had no intention of expanding abroad, least of all to Hong Kong, but we managed to convince them.
Jean: These days it’s a mix. Sometimes we scout brands, sometimes they come to us – usually through Instagram or word-of-mouth in store. But our criteria remain the same: quality, authenticity, fair prices, and first-time presence in Hong Kong (except for small local names). You’d think brands would jump at the chance, but in reality it’s tough to persuade them. Low volumes, logistical headaches, the fear of higher retail prices… and Hong Kong’s association with China can still make some nervous.
Antoine: Maison Guillemette Paris , for example, which we introduced last November, has been a runaway success (editor’s note: and I completely get the hype! The line is so Parisian-chic – beautiful quality pieces at more accessible prices than Maje or Sandro). It’s a small brand with just two boutiques in Paris. Guillemette, the founder, was swamped and had no real plans to expand internationally. My sister, who’s been a loyal client, introduced us, and after a lot of persuasion we started working together.
Jean: Stock is another challenge. Maison Guillemette produces everything by hand in workshops in Montreuil, and when she launches a new collection, each model is made in very small quantities – sometimes just five size smalls. So when you try to place an order, you’ll often hear, “sorry, not possible, we don’t have the stock.” But that’s also what makes the 52 Gage experience unique. Many of our products are practically made-to-order – once an item is sold, it’s gone. It won’t come back to the shop.
Why did you choose Gage Street for your flagship?
Editor’s note: and it’s easy to see why! Their handwoven bags, made in Taiwan, are beautifully crafted and reasonably priced for the quality – starting at HK$1,250 for a small woven triangle bag inspired by the rice-carrying sacks traditionally used on the island’s east coast. Chic, practical, and yes, the black one is already on my wishlist. The handwoven baskets are equally gorgeous.
How do you curate the brands you carry?
Jean: At first, we simply started with labels we wore ourselves.
Antoine: Exactly. I introduced Jean to Les Vilains Parisiens , which I’ve been wearing for years, and he brought me Zeta – vegan, eco-friendly sneakers made from corn, coffee and grapes. These brands had no intention of expanding abroad, least of all to Hong Kong, but we managed to convince them.
Jean: These days it’s a mix. Sometimes we scout brands, sometimes they come to us – usually through Instagram or word-of-mouth in store. But our criteria remain the same: quality, authenticity, fair prices, and first-time presence in Hong Kong (except for small local names). You’d think brands would jump at the chance, but in reality it’s tough to persuade them. Low volumes, logistical headaches, the fear of higher retail prices… and Hong Kong’s association with China can still make some nervous.
Antoine: Maison Guillemette Paris , for example, which we introduced last November, has been a runaway success (editor’s note: and I completely get the hype! The line is so Parisian-chic – beautiful quality pieces at more accessible prices than Maje or Sandro). It’s a small brand with just two boutiques in Paris. Guillemette, the founder, was swamped and had no real plans to expand internationally. My sister, who’s been a loyal client, introduced us, and after a lot of persuasion we started working together.
Jean: Stock is another challenge. Maison Guillemette produces everything by hand in workshops in Montreuil, and when she launches a new collection, each model is made in very small quantities – sometimes just five size smalls. So when you try to place an order, you’ll often hear, “sorry, not possible, we don’t have the stock.” But that’s also what makes the 52 Gage experience unique. Many of our products are practically made-to-order – once an item is sold, it’s gone. It won’t come back to the shop.
Why did you choose Gage Street for your flagship?
Antoine: Central was a no-brainer. We visited several spaces – we almost signed one on Wellington Street – but this Gage Street building caught our eye. A walk-up with an almost New York feel, which is rare in Hong Kong. The landlord wanted a premium project, and we saw the potential. We also bet on the future of the street itself – right now it’s still a wet market, but there are plans to turn it into a shopping hub within the next two years.
And we needed a high-traffic spot. We didn’t exactly have millions to spend on advertising.
Jean: The idea was also to create a welcoming, warm atmosphere – somewhere people would feel comfortable stepping inside.
You recently opened a pop-up at Lee Garden, a mall environment quite different from the cosy cocoon you’ve created on Gage Street. Why the move?
Antoine: It wasn’t in the plan, but Lee Garden approached us. We wanted to reach a different, more “mall” audience. Gage Street remains the flagship, but the pop-up was a way to experiment.
Who are your customers today?
Jean: Around 80–85% are locals, with the rest being Mainland visitors and a few expats.
Antoine: Xiaohongshu (aka “Little Red Book”) has been huge for us. Word of mouth, too. We focus on experience – that’s my department: welcoming clients with a smile, a coffee, or even a glass of champagne. That’s what keeps them coming back – and bringing friends along.
You often say that 52 Gage is more than just a shop. What do you mean by that?
Antoine: We didn’t want to pour money into heavy marketing. Our bet was to offer a memorable experience and fair prices. Clients know they’re paying the same as they would in France or Taiwan – without a Hong Kong markup.
And we needed a high-traffic spot. We didn’t exactly have millions to spend on advertising.
Jean: The idea was also to create a welcoming, warm atmosphere – somewhere people would feel comfortable stepping inside.
You recently opened a pop-up at Lee Garden, a mall environment quite different from the cosy cocoon you’ve created on Gage Street. Why the move?
Antoine: It wasn’t in the plan, but Lee Garden approached us. We wanted to reach a different, more “mall” audience. Gage Street remains the flagship, but the pop-up was a way to experiment.
Who are your customers today?
Jean: Around 80–85% are locals, with the rest being Mainland visitors and a few expats.
Antoine: Xiaohongshu (aka “Little Red Book”) has been huge for us. Word of mouth, too. We focus on experience – that’s my department: welcoming clients with a smile, a coffee, or even a glass of champagne. That’s what keeps them coming back – and bringing friends along.
You often say that 52 Gage is more than just a shop. What do you mean by that?
Antoine: We didn’t want to pour money into heavy marketing. Our bet was to offer a memorable experience and fair prices. Clients know they’re paying the same as they would in France or Taiwan – without a Hong Kong markup.
Jean: And the events we host, the energy we put into building community, that matters too.
You also recently launched an Instagram account, @frenchbutnotparisian, where you share behind-the-scenes moments with a dash of humour. Is it important to put a face to your brand?
Antoine: Absolutely. We’re in the era of personal branding. People want to connect with people, not just logos. The idea is to show the behind-the-scenes, to personify 52 Gage. We want to be seen as passionate curators, not just a store.
Speaking of curation, do you each have favourite brands from your selection?
Jean: Femer, which creates pieces made from fish leather. It’s sustainable, unique, different – it excites me.
Antoine: For me, Les Vilains Parisiens, which I’ve worn for ten years, and Klokers, my go-to watch. I love the idea of stepping away from digital – like many, I wore an Apple Watch for years – to reconnect with a tangible, well-crafted object.
To discover 52 Gage
Easy, peasy – see you on 52 Gage Street, Central
But that’s not all…
Jean and Antoine aren’t the only ones bringing a touch of European-inspired lifestyle to Hong Kong. Check out our interview with Anna, founder of Vi Galerie, an online home décor store. And if you’re in the 52 Gage neighbourhood and looking for other spots to browse, don’t miss Parallel 51 on Hollywood Road – an elegant, versatile womenswear brand we first discovered when we sat down with its founder, Rebecca.
You also recently launched an Instagram account, @frenchbutnotparisian, where you share behind-the-scenes moments with a dash of humour. Is it important to put a face to your brand?
Antoine: Absolutely. We’re in the era of personal branding. People want to connect with people, not just logos. The idea is to show the behind-the-scenes, to personify 52 Gage. We want to be seen as passionate curators, not just a store.
Speaking of curation, do you each have favourite brands from your selection?
Jean: Femer, which creates pieces made from fish leather. It’s sustainable, unique, different – it excites me.
Antoine: For me, Les Vilains Parisiens, which I’ve worn for ten years, and Klokers, my go-to watch. I love the idea of stepping away from digital – like many, I wore an Apple Watch for years – to reconnect with a tangible, well-crafted object.
To discover 52 Gage
Easy, peasy – see you on 52 Gage Street, Central
But that’s not all…
Jean and Antoine aren’t the only ones bringing a touch of European-inspired lifestyle to Hong Kong. Check out our interview with Anna, founder of Vi Galerie, an online home décor store. And if you’re in the 52 Gage neighbourhood and looking for other spots to browse, don’t miss Parallel 51 on Hollywood Road – an elegant, versatile womenswear brand we first discovered when we sat down with its founder, Rebecca.
