Lady M is bringing its signature layered indulgence to the West Kowloon side of Tsim Sha Tsui. On 13 October 2026, the New York-founded patisserie will open its newest boutique at Shop 1007B, Level 1, Fire Zone, ELEMENTS, 1 Austin Road West. Operating daily from 11:00 to 21:00, the outpost is designed to serve both office crowds and travellers passing through the high-speed rail station and cross-border bus terminals.
To mark the opening, Lady M is unveiling a world-first creation: the Dubai Hazelnut Chocolate Mille-Crepe Cake. The cake layers Kataifi pastry, hazelnut liqueur-infused cream, and a dense 70% dark chocolate cream, all sandwiched between the brand’s feather-thin handmade crepe sheets. The result balances crisp texture with smooth, bittersweet cocoa. A slice is priced at HK$98, while whole cakes are available for HK$660 (6-inch) and HK$980 (9-inch). The new flavour will be sold by the slice at all Lady M boutiques, and whole cakes can be pre-ordered through the official website.
Alongside the cake launch, Lady M is expanding its partnership with the French premium butter house Échiré. The Royal Chocolate French Butter Shortbread, made with 100% Échiré butter and luxurious dark chocolate, is now available exclusively at the ELEMENTS boutique and the Hong Kong International Airport store for HK$258. Other items from the collection — including Royal Butter Cookies, Royal Butter Sables, and the French gold brick gift box — are rolling out across all Lady M shops in Hong Kong.
The ELEMENTS boutique also introduces an opening-exclusive set called “The Fivefold Elements,” priced at HK$488 (original value HK$564). Inspired by the five-element concept, the set brings together the Royal Chocolate Butter Shortbread, matcha mille-crepe cake, black sesame mochi mille-crepe cake, strawberry sponge cake, and the original mille-crepe cake.
Several limited-time promotions will accompany the opening. From Monday to Friday, 15:00 to 17:00, employees of ICC and ELEMENTS can buy four sliced cakes and receive two complimentary coffees or teas. Until 31 October, customers who purchase a slice of the Dubai Hazelnut Chocolate Mille-Crepe Cake and tag @ladymhk on social media will receive a free scoop of Italian artisanal gelato, limited to the first 100 guests daily. Travellers with a same-day high-speed rail or cross-border bus ticket can enjoy a free selected drink with any sliced cake except tiramisu, or receive an insulated bag when purchasing a whole cake or six or more slices.
With its West Kowloon location, extended opening perks, and a dramatic new Dubai-inspired flavour, Lady M’s ELEMENTS boutique looks set to become a sweet stop for locals, office workers, and cross-border visitors alike. Reservations and enquiries are available at 3482 1138, or via www.ladymhk.com.