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Surin Am Im has spent the past twenty-five years designing and
crafting suits, coats and dresses for his international clients
who have become dependent on his tailors for their wardrobes.
"Over the many years I've imported silks from India, woolens
from Italy, and especially fine cashmeres from England. It's really
one of the best parts of this work, finding beautiful new fabrics
from around the world," Mr. Am Im states.
Not only does he import fabrics but he travels extensively to research
what fashions and designs are selling abroad as he needs to present
the latest cuts to his tailors to keep on top of the demand.
"I have a factory of tailors and have trained each to be an
expert in one type of garment. Each tailor specializes in one item
of clothing whether it is a suit or a dress or something quite remarkable
like a wedding dress," he explains.
The demand by wealthy local Thais for his custom made designs has
proved the success of his various clothing outlets which he operates
around the island including shops in the Dusit Laguna Resort, the
Cape Panwa Village, the Crown Nai Yang Resort and several shops
in Phuket Town.
"Of course I love to work with Thai silk as it is unique material
which is only made in Thailand. The colors are vibrant and I feel
that garments I craft here that are sent around the world are sending
a part of Thailand into the international community," he continues.
For men who want a stylish suit, Mr. Am In makes double breasted
suits which he thinks are appropriate for business wear and three
button casual suits for recreation.
At his World Collection shop on Montri Road in Phuket Town, he
demonstrates the high quality lining and shoulder pads that withstand
repeated dry cleaning.
"You can tell a lot about a man by what he wears, of course,
so I always advise on a cut of suit and materials that will always
give a flattering impression for the appropriate occasion,"
he states.
Mr. Am Im imports silks from around Asia which are popular with
women who want a special business suit or evening dress. He has
a broad selection of Chinese and Japanese silks which are suitable
for traveling as they don't wrinkle. And he has trained tailors
who are expert at finishing women's garments with custom made braids,
embroideries and buttons.
"I pay the standard wholesale price for fabrics that I import
from abroad but the great advantage to having a suit or dress crafted
with my tailors is the superior quality of workmanship at a fraction
of the price that would be paid in Europe or Japan," he comments.
Mr. Am Im is always looking to expand his market with new and different
products. Most recently, he has moved into leather jackets using
the highest grade of calf leather he can find in Thailand. They
have become an instant hit with young Europeans who pay a fraction
of the cost for a similar garment at home. "Of course, I most
like working with Thai fabrics and we are developing a broader range
of high quality cottons and linens in the country which make for
beautiful clothes," he concludes. "I invite visitors to
Phuket to stop in one of my stores and check on the variety of patterns
and quality of fabrics. I can assure my clients that they will not
receive a better product. After all, my success is based on the
repeat business I get from satisfied customers."
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