Business POV

Heiji Choy brands her two-year-old store around the theme of the "modern lifestyle" by featuring custom designed furniture, books on art and architecture, home accessories and clothes for both men and women. She banks on the idea that those who respond to her fashion sensibility in one area of their lives — i.e., the clothes they wear — will also want to extend that into others.

"The person who buys a button-down shirt from me will probably have the same tase in furniture or in architects," she says.

www.hejfina.com