Conversations in cotton and comfort

Faraz Salehjee, a stylist by profession, is quickly emerging as a trendsetter in Pakistan in the arena of production and marketing of premier quality shirts for men. An energetic and ambitious young man, Salehjee holds the pulse of his customers and knows the art of selling attractive shirts that fairly outmatch the imported variety in price and quality.
Five years ago, he stepped into the business world with the drive to introduce high-quality shirts with fascinating designs, striking colours and an immense variety. He introduced his shirts with the brand name Chester Bernard and established an outlet each at Zamzama in Karachi and MM Alam Road in Lahore. Since he has received an encouraging response, he plans to open two more outlets in the next few months, one in Karachi and the other in Islamabad.
When one steps into his shop, one finds it as an embodiment of art and style and is greeted with a serene atmosphere. It is hard to not be enthralled by the vast collection of fabrics of varying colours and beautiful designs, attractive neckties, and the fascinating display of shirts and fabrics in racks, drawers and cupboards.
The collection of fabrics and stitched shirts perfectly mirror the strategy and business acumen of Salehjee, who believes that when a customer enters the shop, he or she must not leave it without buying something. When a customer enters the shop and leaves without buying anything, the fault lies with the brand, which failed to offer the customer a product that befits his taste.
Since Chester Bernard is offering shirts, neckties and cufflinks for men only, most customers are men; however, women also visit his outlets to select shirts for their male family and friends.
“We have arranged imported fabrics of around 500 colours and designs and a variety of stitched shirts to make sure that when a customer enters the store, he does not leave without buying at least one shirt,” Salehjee told Pakistan Today.
He believes that one product winning the customers’ hearts is better than launching four or more products, half of which are incapable of luring the customers. “We frequently change the designs of the shirts and fabrics with the aim to offer something new to our customers when they visit the shop after a gap,” he said. For their limited edition, they produce only 12 shirts of a particular design, which is never repeated again.
Salehjee believes that he does not need to venture into the export business. “We are selling exemplary shirts in Pakistan that are competing the imported goods,” he explained. His focus is on the domestic customers who are enthusiastic about fine-quality shirts and, according to him, they do not need to go international.
However, there are consumers in several countries who are now Chester Bernard clients. “Even though the cost of international courier service is more expensive than the price of our products, foreign customers are still ordering our shirts,” Salehjee said. He said that the company exists with one motive, which is to make shirts that evoke conversation.
“Quality is our strength and the company never compromises on it. Our company is small and, therefore, it is feasible to make design changes quickly,” he said. Having a vertical setup and designers onboard, the company, in its seven-year history, has always tried to set trends, rather than follow them. Salehjee, the company’s CEO, believes in growth – with both the product and the affiliate partners the company works with. Only people with the same frame of mind could go together and get the maximum out of one another, he said.
Chester Bernard’s fabric is high-end and the designs are constantly changing. The shirts are 100 percent handmade, cut by hand, lockstitch through the entire shirt. The collars do not get warped because 16 pieces are used to make each collar. Egyptian cotton, Pima, Supima and cotton-rich shirts are available at the store.
Salehjee said, “Why leave a category of fabric out when a client may demand it. We make it easier for them to walk out with whatever they want.” Chester Bernard is expanding, and planning to set up three more stores by next year. Over the years, the company has developed clients in Holland, Switzerland, Italy, America and Canada. Salehjee has worked in the banking industry and, therefore, is well aware of the importance of cash flow in a business.
“One must acknowledge the importance of the only limited resource, money, and must, therefore, use it carefully and get the most out of it,” he said. He added, “Since we don’t lack creativity and dedication, we are not worried about holding the top slot in the shirting business. However, how we use our finances is what’s going to get us there.” He said that the company is indebted to Taimur Khan, who is one of the founding members of the company and partner. “Khan’s honesty and wisdom has helped the company become what it is today. Being an avid traveller, he travels and brings home his experiences for the benefit of the company,” he added.