In 2019, milliner Hu Yulong brought her daughter back from Australia to China for a short visit to her family, which turned out to be a four-year stay. Yulong is the founder of the millinery brand Kreuzzz, and since establishing the brand in 2011, Yulong has been very conscious of the plight of the hatmaking industry, and knows that the path she has chosen requires sacrifice. From a business perspective, millinery is already on the margins of the mainstream fashion industry. At the same time, there is a insufficient protection for original design in China, making the development of designer brands challenging. Faced with these difficulties, Yulong 's approach is quite instructive. She moved away from big cities and settled in her hometown Fuzhou, where she established strong connections with the local creative community. The cultural nourishment from her hometown has fed Yulong's creativity and set Kreuzzz on a path of sustainable growth.