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Appealing brocade-inspired products go on display in a store in Jiaxing. [Photo/jiaxingren.com]

In Yuehe district of Jiaxing, East China's Zhejiang province, a Yantian textile-brocade cultural and creative store draws visitors with its vibrant array of brocade-inspired products.

As the first bricks-and-mortar outlet run by Jiaxing Yantian Zhicai Cultural and Creative, the store bridges traditional craftsmanship with modern design.

In so doing, it offers brocade bags, fans, and jewelry that blend national intangible cultural heritage with contemporary aesthetics.

Rooted in Haiyan county in Jiaxing, Jiaxing Yantian Zhicai developed a full-color jacquard weaving technology — transforming the ancient art of brocade-making from an industrial museum relic into everyday modern life.

Its award-winning cultural products have gained national recognition and even served as diplomatic gifts.

The store, despite modest daily sales, marks a pivotal transition for the company — moving from manufacturing to retail and from products to marketable goods.

The company's founder Zhu Wei's journey is interwoven with innovation. After years in the printing business, he pivoted to weaving in 2017, tackling technical bottlenecks with support from Hunan University and Zhejiang Sci-Tech University.

The resulting full-color special technology, called jacquard technology — capable of rendering over 4,500 color gradients — gives the brocade a delicate texture of fine oil paintings. With five invention patents and 16 utility models, Zhu transformed traditional weaving into a globally competitive craft.

Yantian textile-brocade has integraded digital textiles tech with cultural design, reviving brocade with Chinese historical motifs and red heritage.

Collaborations with the South Lake Revolutionary Memorial Hall have produced themed products like brocade incense diffusers featuring the iconic Red Boat.

Beyond red culture, Yantian textile-brocade draws from Jiaxing's local traditions. The "Millennium Haiyan" series features illuminated woven lamps depicting ancient sea dikes and folk customs. Its "Jiangnan Town" gift set is inspired by Jiaxing's 18 historic towns.

With partners including the China National Silk Museum and a number of universities, Yantian textile-brocade promotes intangible cultural heritage through academic-industry collaboration.

Student-designed brocade products featuring iconic elements — from Dunhuang to pandas — showcase how cultural confidence can become a living force.

Zhu says, "Our goal is to weave the past into the present — thread by thread, story by story — until traditional brocade becomes a mobile cultural intellectual property driving tourism and education in Jiaxing."