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Making a fashion statement

Photos : K. Ganesan

Successful Prêt line creators

They are the ones who dress up Madurai, literally.

For 130 years, the city’s oldest apparel store — Hajeemoosa — has been fulfilling the fashion desires and demands of the quintessential Madurai woman — and man too — by draping them in “fresh and latest, comfortable and affordable fabrics and designs.”

Undoubtedly, Hajeemoosas are the “first family” in textile business in this holy town.

“We are as old as your organization, The Hindu. My great grandfather started the business of selling imported fabric in 1878 from a 100 square feet room opposite the Meenakshi Amman Temple as he found the city to be a good trading centre,” warms up the fourth generation member Ismail Omar, during a chat in his lavish house in Madurai’s prime area, K K Nagar.

By his side is his elder son, Zaid, who returned from the US after a Management course three years ago to shoulder some of the responsibilities of the family business. Father and son make a perfect team running the leading departmental store today spread over 35,000 square feet.

Zaid’s inputs from his experience abroad has helped the family in not only personalising the store but also declaring themselves as the true representatives of the market in terms of styles, colours and fabrics used.

“The store has a younger look now,” chorus the duo.

Sari is their forte dominated by silks of Banaras and Kancheepuram, Cottons of Coimbatore and Madurai. “We also offer a wide range of clothes ranging from the modern day outfit to the traditional outfits of the South” — they underline how refreshingly they understand fashion from a conservative Madurai’s point of view.

They have changed the rules of fashion retail trade in Madurai. They have even responsibly monitored the cuts and silhouettes to meet the fancies and demands of both their high and low-end product purchasers.

Proud that the family has helped Madurai to choose its prêt line, Ismail at heart is what every good and successful businessman should be. The earnest looking Gujarati — the family originally belongs to Porbandar — understands bottomlines as well as his buyers know their hemlines.

He personifies style and aristocracy, class and elegance. Behind his easygoing manner is also “a tough dealer” who puts his money where his mouth is and gets the best deals in marketplace.

He has ushered in a bit of order and heaps of discipline into arguably the most chaotic and disorganised industry.

“A basic sense, innate vision, hands-on experience, customer care and relations alone work in this unorganized and unpredictable industry,” declares the Managing Director of Hajeemoosa Fabrics, whose penchant for antiques is evident as one steps into his mansion.

From a grandmaster clock which belonged to his great grand father and still ticks, to an old Victoria Railway Station clock, a cosy love chair, the olden day telephone all add a quaint charm to this luxurious villa witha swimming pool, mini gym and every other modern day comfort. But the young Director of the company, Zaid, flashes a streak of impatience when he rues “nothing is coming here.”

He was in a hurry to overhaul the family store based on his experiences abroad. But his father’s wisdom and advice made him see sense and realize that changes have to be “need-based and city specific.”

Though the father allowed the son the freedom to redo the interiors of the store, change the layout of items, include brands and increase the collection, sell labels, and extend the fashion brand to cosmetics, jewellery, handbags, shoes and all other accessories that enhance dressing up, he also kept a watchful eye and ensured that Hajeemoosa as always sold “quality fashion at best price.”

Both Ismail and Zaid traverse the country to select and hand pick the latest and the best of apparels and dress materials for their customers back home.

“It has been a silent revolution. Television and cinema exposure only gives people ideas and creates an urge but we turn the fashion dreams of the people here into reality. We owe it to our customers as it is most satisfying when they tell us that other people always enquire from which store they bought their attire.”

Hajeemoosa is a brand today. By keeping themselves updated and attuned to customer’s choice, mixing and matching the best, the family has created a couture that compares easily in innovativeness to haute couture, considered an indulgence otherwise. Without brushing off the select brand of rich socialites from in and outside Madurai, they have successfully calculated and capitalized on the giant middle class with double incomes and aspirations and given them a slice of fashion wear.

Hajeemoosas have successfully introduced the element of grandeur and elegance to their clothings and yet their items remain immensely wearable and comfortable on the pocket.

“There is a lot of economics associated with fashion business. It is about selling, generating funds to expand and only prêt, which survives on volumes, can help do that. In our price sensitive market, getting the right price point is most essential. The key to success is to stock a collection that will sell everywhere from Madurai to Manhattan,” says the astute businessman.

Time is a casualty for Ismail today. But he strongly believes that “the family which eats, plays and holidays together stays together.” So an annual vacation abroad is a must when he unwinds and enjoys cherishable moments with his wife, two sons and daughter. “While in Madurai, we really don’t need to go out anywhere. Home food is the best and our house is best equipped with every facility. There is no place to chill-out in Madurai,” says the doting son Zaid.

If you persist, he reveals the family speaks a mix of Hindi, Kutchi and English at home, enjoys latest Hollywood and Bollywood films together,

Union Club is their best choice for tennis, the GRT for gym, and Hotel Fortune Pandiyan and Sangam for food.

The book Zaid always keeps by his side as a handy tip is called the “Sales Bible”, a compilation of articles on successful business ventures across the globe.

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