Li Zhimou frowned slightly, visibly conflicted.
"I'm not even sure how to put it… You know, every piece from our embroidery studio takes a long time to complete. Without the ability to mass-produce, it's just not that easy to build a big name."
As for the high price point, he didn't even consider that a problem.
They were never aiming to make money from the masses—not because they didn't want to, but because it simply wasn't feasible. Even if they embroidered the simplest silk handkerchief, they couldn't possibly meet the demand of every customer who came knocking. It would only delay orders from their top clients—totally not worth it.
Laila, however, felt she understood what he was trying to say—even if Li Zhimou himself didn't fully realize it.
To put it simply, he saw how much buzz the gown had generated and instinctively knew it was a golden opportunity for publicity. But using it solely for himself felt like a waste, while letting it pass unused seemed even more wasteful. He didn't know what to do—because he didn't know what he truly wanted.
"I'm one-quarter Eastern by blood," Laila said softly.
"Since I was a child, I've always loved that faraway country. And this gown you brought me—it gave me a lot. So, I'm willing to help you design a campaign."
Business was business. She wasn't offering her services for free—after all, her planning work held real value.
But she also knew Li Zhimou probably couldn't afford her market rate, no matter how wealthy or well-connected he was in the East. In her world, that background meant little.
Still, for the sake of her heritage, she was willing to do it—not to help Xuanji Embroidery House, but to promote the art of embroidery itself.
Why not just promote the workshop?
Because, just like Li Zhimou had hesitated, even if the studio name got promoted, the benefit would be limited. Sure, they'd get a wave of attention—just like when that half-finished embroidery piece had been shown to the Eastern media.
At the time, they'd been flooded with interview requests. The phone wouldn't stop ringing.
But as the heat faded and new headlines appeared, the public moved on. And once public interest cooled, reporters had no reason to keep digging. That's when the studio's phones finally went quiet again.
The same would happen this time.
If Laila announced that her gown was made by Xuanji Embroidery House, or mentioned it during an interview, the name would instantly go global. It would become the next viral topic.
But no matter how hot a story is, it eventually cools. When a juicier headline comes along, even the most buzz-worthy studio will fade back into the background.
Of course, the studio's prestige would definitely increase. After all, with such widespread exposure overseas, both the brand image and its value would rise.
Li Zhimou knew all of this—he was a smart businessman.
But he was also someone who genuinely loved his country's heritage.
A reputation boost for the workshop would benefit him.
But if the one being elevated was the entire art form of embroidery, then the whole nation could benefit.
The key issue that had tied him in knots was that he hadn't yet realized this truth.
But now that he had, everything suddenly became clear.
"Laila," he asked, eyes shining with new purpose,
"Do you think we can use this opportunity to bring our country's embroidery to a higher stage?"
"Of course we can!" Laila didn't even hesitate.
It might sound a little shameless to say out loud, but her influence on the global stage—especially her ability to generate attention—was undeniable.
And with her film still in theaters, she could ride the wave of publicity right up to the moment of its final screening.
Now was the perfect time.
"So how do we do it?"
Li Zhimou was so hyped by her certainty that if not for the voice of reason still ringing in his head, he might have jumped up and kissed her out of sheer excitement.
Laila chuckled.
"Hold on, don't get ahead of yourself. First, I need to know what direction you want to take.
Do you want embroidery to be positioned as a luxury?
As fine art?
Or like French embroidery—as the darling of haute couture?"
Li Zhimou blinked.
"Is there a difference?"
He could understand her words, but the nuance was still a bit lost on him.
In his mind, weren't they all the same? Weren't they just expensive products?
"Well," Laila began thoughtfully,
"If you want to go the luxury goods route, it has to be brand-driven. You'll need to scale up production—even if you release limited quantities, you'd still need to put out tens of thousands of pieces a year.
Without product, there's no market. Without a market, there's no recognition."
Li Zhimou nodded slowly.
"And what about fine art?"
"Actually, embroidery right now is more or less already positioned as fine art.
It prioritizes quality over quantity, with every piece worthy of being a collectible. It's something the owner can proudly display to friends and guests."
"That's basically where we are now," Li Zhimou said.
"As gifts or art pieces, embroidery is still well-received at home and abroad."
Many of his clients had similar requests—custom pieces to be gifted or kept as heirlooms.
"Exactly.
Promoting it that way will bring embroidery into more homes, but as art pieces.
The question is: Is that what you really want?"
Li Zhimou paused.
"What do you mean?"
"You run a workshop, right?
Surely your hope is for embroidery to be used, not locked away behind glass?"
Laila had a pretty good idea of what he was after.
Considering how many skilled embroiderers he employed, if they focused only on art pieces, the output per year would be far higher.
After all, the time it took to make a single couture dress could produce a whole collection of framed artworks.
Li Zhimou gave her a big thumbs up.
"Exactly!
Laila, you really get me!
Just like you said—I hate seeing embroidery being wasted, sitting on a shelf collecting dust.
What was embroidery made for? To make people look beautiful—not to be hidden away somewhere!"
Laila laughed softly.
"You're absolutely right.
That's why I think, for promotion, you should consider positioning embroidery as part of haute couture."
"Like what I'm doing now?" he asked.
"Not quite.
I mean something bigger," she replied, smiling like a hunter who'd just set the perfect bait.
"Wouldn't you love to see Eastern embroidery become the next darling of the runway?"
Li Zhimou's eyes lit up.
"Teach me, please!"
He'd be a fool not to!
The idea of seeing embroidery grace the catwalk, worn by supermodels, featured in fashion magazines, and admired by the global fashion elite—it was a dream come true!