The founder of the Joyce boutiques is largely responsible for the availability of luxury European and Japanese fashion in Hong Kong, playing a major role in transforming the city into a fashion capital. Joyce Ma is famous for revolutionising fashion retail in the city by importing the very best international labels and consistently championing high-quality independent brands; she introduced brands such as Giorgio Armani to Hong Kong, and was an early supporter of labels such as Dries Van Noten. Her first store, which she opened in 1970, was in the Wing On department store, owned by her family and she followed it up with an outlet at the Mandarin Oriental two years later. Her ultimate statement, though, was the opening of a 17,000 sq ft boutique at The Galleria in 1992.

Her personal style has long reflected the pieces she has brought to the city: beautifully made, of-the-moment yet classic, and always worth talking about.