Huang Qinqin, 29, a Chinese shoe designer. [Photo provided to China Daily]

Award-winning Chinese shoe designer, Huang Qinqin, shares her transformative journey, blending cultural heritage and international design to shape the art of practical wear.

In the 1988 novel The Alchemist by Brazilian author Paulo Coelho, a shepherd boy yearns to travel in search of worldly treasure, only to discover his "personal legend" — his true calling in life, which brings him happiness and fulfillment. This story has inspired numerous readers worldwide to listen to their hearts and, most importantly, to pursue their dreams.

Echoing the protagonist in the novel, Huang Qinqin, a 29-year-old Chinese shoe designer who recently won the Culture and Creativity Award of Study UK Alumni Awards 2023-24, has similarly found her "personal legend "along her academic journey in both China and the UK.

"The education I received in the two countries has shaped me into who I am today," Huang said.

The Study UK Alumni Awards celebrate the achievements of international students who have studied in the UK, and have gone on to achieve remarkable feats. Now in its 10th year, the awards have attracted over 1,450 applications from international UK alumni across more than 90 countries. The British Council announced the recipients of the awards earlier this month, with Huang being recognized for her outstanding contributions to the field of arts and culture.

"The experience of studying overseas has allowed Huang to appreciate the charm of multicultural exchanges. She started to explore and reflect on the concepts of culture and aesthetics," said Josie Zhang, Senior Marketing Manager at the British Council.

Since 2019, when she created her original footwear brand "ouvrir la boîte," Huang has left an indelible mark on the fashion industry. Her works have been featured in high-end boutiques, pop-up stores, and international fashion shows in New York, Milan, and Shanghai. Many of her shoe collections have adorned the feet of the new generation of Chinese stars, including Zhao Lusi and Yang Chaoyue.

Believing that the value of her products lies not in business operations but in the unique design philosophy itself, Huang always focuses on how to convey the stories behind her shoes to customers. "Design is like storytelling, a natural ability I possess," she said with a smile.

However, Huang's journey into design was unforeseen and it took her several years to discover her true passion.

Back in high school, Huang excelled in physics. So, when choosing a major in college, engineering seemed the logical choice. However, during her freshman year at the University of Nottingham Ningbo China in Zhejiang province, Huang gradually realized that this was not what she wanted.

"As a result, I gave up on continuing my study in engineering and switched my major to international communications studies, a field that I was most interested in at that moment," Huang said.

In her international communications classes, Huang delved into concepts related to arts and culture. While she found great enjoyment in these courses, she still didn't know what she could do in the future.

But then, according to Huang, it all clicked into place one day.

"I was writing an essay on social sciences in my room and was really stuck for fresh ideas. Almost spontaneously, I grabbed a sheet of paper and began replicating some shoe designs I stumbled upon online. It was at that moment that the light suddenly dawned."

Huang said that she had never experienced such great enthusiasm before. Thanks to the firm support of her parents and her university, Huang later went to Central Saint Martins and London College of Fashion in the UK to further study design and to explore the intricacies of the fashion world.

To her astonishment, Huang discovered she was the only Chinese participant in the shoe design class. "While international luxury shoe brands like Jimmy Choo and Christian Louboutin are household names, Chinese brands are rarely seen in this field," said Huang.

This finding fueled Huang's determination to pursue her career as a shoe designer, hoping to fill the blank in the international market.

"I think Chinese students studying abroad today all share this strong sense of mission — to showcase what China truly has to offer to the world," Huang said.

After returning to China from the UK, Huang established her own shoe brand, "ouvrir la boîte", which means "to open the box" in French. "I chose this name because I hope that opening the shoe boxes can bring people surprises. It also symbolizes breaking through limits and stepping out of one's comfort zone," she explained. "Through the journey of shoe design, I have not only found myself but also discovered my real passion."

Combining the skills she learned in the UK and her understanding of Chinese cultural heritage, Huang has been exploring her design concept of "the art of practical wear", and has launched a series of crossover products.

For example, in collaboration with the hotpot brand, Spicy House, Huang drew inspiration from the dynamic interplay of flaming broth and succulent beef with scallions, skillfully depicting the distinctive characteristics of both brands within her designs. Another shoe collection sourced materials from Chinese historical artifacts — jade, in particular — discovered at the Archaeological Ruins of Liangzhu City, East China's Zhejiang province, a UNESCO World Heritage Site that dates back over 5,000 years.

Looking back, Huang said that she took a long time to finally find her lifelong passion. "There is a saying that one must achieve fame at a young age, but I believe it is never too late to unlock one's potential, since everyone operates on their unique 'time zone'," she said.

Before her current career path, Huang never stopped trying new things, including garden design and dance. These diverse experiences have all become precious treasures in her life, nurturing her self-directed learning abilities, which have turned out to be essential skills for her startup business today.

"Every step counts," she said.