Shanghai Secrets is a column devoted to the city's most elusive treasures – the tucked-away spots, under-the-radar experiences, and word-of-mouth wonders that even long-time locals might not know. From clandestine cocktail bars and unmarked dumpling dens to artisans and ateliers hidden in plain sight, we curate Shanghai's best-kept secrets. If you have to know someone to find it, you'll find it here.

Are you a woman who lives in Shanghai, loves the summertime and wants to have a swim suit not made from paper-thin materials with the size diversity only rivaled by Brandy Melville? Are you tired of spending hours scrolling through hundreds of deceiving, photoshopped photos of bikini models on Taobao, knowing damn well there is about an 80-percent chance that you'll need to return the swimming set because you don't have the body of a 12-year-old girl?

Well, you are in luck. In the age of fast fashion and mindless consumerism there are still brick-and-mortar stores with thought and heart behind them, even for something like the swim and resort wear. Today we will visit EM Selection and its founder Emily Zheng, an expert in the field of providing personalized services in picking the best bikini for your unique body, "Sex in the City" style, as she personally likes to describe it.

CNS: Tell us your origin story Emily!

Emily: I've always loooved island life – I'm really into traveling to different islands. So naturally, I was always shopping online for swimsuits, especially on platforms like Taobao. But I noticed that many swimsuits available online, particularly in the Chinese market, aren't very curve-friendly. Beyond just sizing issues, the quality was often disappointing. What frustrated me most was the disconnect between clickbait and reality – the models looked flawless online, but when the swimsuits arrived, I looked less like a beach goddess and more like I'd been catfished by my own cart. That experience made me feel anxious about my body.

CNS: Is there a difference between the Western and the Chinese approach to selling swim wear?

Emily: Yes, I feel like that's what pushed me to start something of my own. I wanted to empower other women like me to find swimsuits that actually fit and made them feel good. That is sometimes is missed in the Chinese retail, catering to a range of body shapes. Thanks to my background as a designer and my network of factory contacts across different cities, I began sourcing directly from factories that were already producing for Western brands.

Tima's Note: I think we can all relate to that, no matter what our body looks like. Sizing and quality of clothes sold on platforms such as Taobao can be misleading at best and completely Boo-Boo the Fool at worst. Yes, in most cases you can easily return your purchase, but it is time-consuming, bad for the environment and sometimes dysmorphic, like what do you mean my hips don't fit into size L?

Then there are, of course, quality issues. On photos it may look like a decent swimming trunk, but when it comes, it is see-through, itchy and disintegrates after a single wear. Sure, you paid 50 yuan (US$7) for it but now you have a weird rush of black ink in your crack running between your thighs because it was a hot humid Shanghai summer day. And... you can't even wear it anymore.

CNS: How does your store manage to offer something unique in such an abundance of products online? How do you decide on what designs and brands to sell?

Emily: A lot of women here don't know their body type or what styles suit them. There's not much knowledge about swimsuits in the market – people know clothes, but swimsuits are still a mystery for many. That's why we always encourage customers to try things on and find what really works for them. We help them identify their body type, the colors that suit them, and which styles are flattering. Many women come in feeling insecure but leave with confidence. It became more than just a business – it became a way to make friends and connect with people.

I never choose products just based on my personal taste. When I see something, I think about specific customers and body types it would work for. I curate everything to be inclusive and flattering for a wide variety of people. And my growth came entirely through word of mouth. My customers recommended me in local expat groups, and people added me on WeChat. Now I also have a presence on platforms like Xiaohongshu and Dianping.

CNS: I think that's the true beauty of these kinds of stores. Profit is not the only driving force, unlike the online retailers. The personal touch and human connection is what offers the best experience for everybody. Also, with things like swim wear, online you may find 1,000 of different patterns, sure, but what is the point of such variety if none of them will fit you?

Emily: Yea, exactly. That's why we cater to a wide range of body types, from extra small to size 20. For example, one of our customers was 183cm tall and weighed about 98kg. She had struggled to find swimsuits for her honeymoon. When she came to our shop, she found so many options that worked for her. While we don't offer full customization because we don't have our own in-house designer yet, we do have mix-and-match options. Some of our partner brands, like Loop – a sustainable swimwear brand from Shanghai made from recycled plastic bottles – offer separate tops and bottoms in different sizes. So, if someone needs a larger top and smaller bottom, they can pick accordingly.

That all sounds great, doesn't it? Emily wants to make sure that her new customers know that they can personally book her to help them with understanding their own body to pick the best swimming suit, try on a bunch of styles, have a drink or too, make it into a pleasing experience, not a self-conscious one. You can always bring a couple of friends with you too, there are even discounts for group purchases, neat. Despite Emily's store being quite petite, it's very welcoming. However, it is recommended to make sure to make a proper appointment prior so you can have the store all to yourself (and your friends) for fittings.

So, what does EM Selection offer exactly? Well, besides the obvious, like swimming tops and bottoms, trunks and bikinis for the ladies, they also have collections for men's and children's. Some can come as a set, so you and all your family members are matchy-matchy. Besides that, there is a big offering of resort wear. Linen dresses, cotton shirts, blouses, I even saw some hats and jewelry. Emily makes a point that all her resort clothing is made from very high-quality, mostly organic materials, as comfort, fit and sustainability are her goals. And of course, everything is size-inclusive.

EM Selection has multiple brands in their stores. including some hard to find local Shanghai designers. Sounds like a Fashion Files piece! Oh, and Emily is launching her own brand soon, how exciting!

"I'm launching my own brand later this year – Ocean Lily, named after my daughter. Her Chinese name is Hai Li: "Hai" means ocean, and "Lily" is her name. It's also a real plant that grows underwater, which felt symbolic to me," Emily said.

"The designs come from years of fitting all kinds of body types, especially for moms. After giving birth, you need tummy control, bust support, shape and comfort – and finding a suit that does it all is tough. That's exactly what I'm focused on."

EM Selection is located in the previous home of one of the most influential artists in China of the 20th century, Lin Fengmian. The whole street holds a lot of historical significance – something often missing with online shopping: the spirit of the place. Behind Emily's store, there is also her friend's jewellery and clothing boutique, with a 100-plus-year-old fireplace, a piece of history.

EM Selection has a second store, which is actually her first one, "her baby," as she calls it. They are not far from one another, so choose whichever. However, the one at the artist's house is more roomy.

If you go...

EM Selection

Address: 318 Nanchang Rd (close to Maoming Rd S.)

南昌路318号,近茂名南路

Address: 53 Nanchang Rd (close to Sinan Rd)

南昌路53号,近思南路

Would you like help selecting something? Add Emily directly to arrange a meet up at one of her stores!