Style over bling all the rage for Shanghai's rich

"I will probably spend another 3 million yuan on furniture and appliances," she said. "The apartment will be our home for decades, so I don't want to buy furniture that will date quickly."

With money to spend, wealthy Chinese consumers such as Chen are splashing out on smart appliances, and fashionable furniture and fittings.

Highly desirable items such as ovens by the United Kingdom heritage brand AGATC can cost up to 20,000 yuan. Napa leather sofas retail at around 400,000 yuan, while hand-woven custom carpets from the Hong Kong-based Tai Ping Carpets International Ltd carry up to a 1 million yuan price tag.

Antique furniture is another big seller as Chinese tastes change. "In the past, my clients were mainly expats living in Shanghai, and buying imported antique furniture from Europe or the US," Wang Ming, a furniture dealer in Shanghai, said. "Now this trend is catching on with Chinese customers."

Beautiful furniture, dating back to the 19th century and imported from Europe, is all the rage with rich Chinese customers.

At his store in South Shaanxi Road, the city's upmarket furniture hub, Chinese clients account for more than 70 percent of Wang's business.

"Attitudes are changing," Fair Fan, a retail sector analyst with DTZ, a property services provider, said.

"In the past, it was all about buying that 20,000 yuan handbag or that 800,000 yuan car. These were the prestige items and demonstrated wealth.

"Now, people are changing. They prefer a lower profile when they go out to shop, but still want a quality lifestyle at home."

Demand for high-end fine porcelain, cutlery and utensils has attracted major brands to Shanghai and other first-tier cities in China. "Consumers used to want to bling," Fan said. "Now, they want elegance."