Erdenmonh's wedding dresses combine traditional and modern elements.

"Presenting these marvelous pieces on the stage is as important as making them if we want them known by the world," he says.

Erdenmonh launched his first modeling troupe back in 1998 and has now hired 16 models, eight of whom are also costume makers, to appear on catwalks nationwide. In early July, he represented Inner Mongolia with his couture show in Hong Kong, and hopes to hit some international arenas.

"Xilin Gol is where the site of Xanadu is located," he says, adding that the inspirations in his latest show come from the Kublai Khan's summer palace built in the 13th century.

"So, I added some royal and mystic elements into my works."

The tall, slim hats plus intricately adorned sparkling robes matched with delicate headwear look ritualistic and solemn, which Erdenmonh imagines resemble a journey through time and space.

Erdenmonh now has other plans to expand his business.

"It's a waste to leave the first floor empty. I can change it into a photography studio and let this fashion be known by more people," he says, referring to the crowds of visitors to Xilin Gol during the summer. "But I need to find a top-level photographer to make fine posters immediately."