Egypt, S.Arabia step up trade ties through coordination council talks    Egypt reviews progress on $200m World Bank-funded waste management hub    Egypt urges Israel to accept Gaza deal amid intensifying fighting    SCZONE showcases investment opportunities to eight Japanese companies    Egypt, ADIB explore strategic partnership in digital healthcare, investment    SCZONE, Tokyo Metropolitan Government sign MoU on green hydrogen cooperation    Egypt welcomes international efforts for peace in Ukraine    Al-Sisi, Macron reaffirm strategic partnership, coordinate on Gaza crisis    Contact Reports Strong 1H-2025 on Financing, Insurance Gains    Egypt, India's BDR Group in talks to establish biologics, cancer drug facility    AUC graduates first cohort of film industry business certificate    Egyptian pound down vs. US dollar at Monday's close – CBE    Egypt's FM, Palestinian PM visit Rafah crossing to review Gaza aid    Egypt prepares unified stance ahead of COP30 in Brazil    Egypt recovers collection of ancient artefacts from Netherlands    Egypt harvests 315,000 cubic metres of rainwater in Sinai as part of flash flood protection measures    Egypt, Namibia explore closer pharmaceutical cooperation    Fitch Ratings: ASEAN Islamic finance set to surpass $1t by 2026-end    Renowned Egyptian novelist Sonallah Ibrahim dies at 88    Egyptian, Ugandan Presidents open business forum to boost trade    Al-Sisi says any party thinking Egypt will neglect water rights is 'completely mistaken'    Egypt's Sisi warns against unilateral Nile measures, reaffirms Egypt's water security stance    Egypt's Sisi, Uganda's Museveni discuss boosting ties    Egypt, Huawei explore healthcare digital transformation cooperation    Egypt's Sisi, Sudan's Idris discuss strategic ties, stability    Egypt to inaugurate Grand Egyptian Museum on 1 November    Greco-Roman rock-cut tombs unearthed in Egypt's Aswan    Egypt reveals heritage e-training portal    Sisi launches new support initiative for families of war, terrorism victims    Egypt expands e-ticketing to 110 heritage sites, adds self-service kiosks at Saqqara    Palm Hills Squash Open debuts with 48 international stars, $250,000 prize pool    On Sport to broadcast Pan Arab Golf Championship for Juniors and Ladies in Egypt    Golf Festival in Cairo to mark Arab Golf Federation's 50th anniversary    Germany among EU's priciest labour markets – official data    Paris Olympic gold '24 medals hit record value    A minute of silence for Egyptian sports    Russia says it's in sync with US, China, Pakistan on Taliban    It's a bit frustrating to draw at home: Real Madrid keeper after Villarreal game    Shoukry reviews with Guterres Egypt's efforts to achieve SDGs, promote human rights    Sudan says countries must cooperate on vaccines    Johnson & Johnson: Second shot boosts antibodies and protection against COVID-19    Egypt to tax bloggers, YouTubers    Egypt's FM asserts importance of stability in Libya, holding elections as scheduled    We mustn't lose touch: Muller after Bayern win in Bundesliga    Egypt records 36 new deaths from Covid-19, highest since mid June    Egypt sells $3 bln US-dollar dominated eurobonds    Gamal Hanafy's ceramic exhibition at Gezira Arts Centre is a must go    Italian Institute Director Davide Scalmani presents activities of the Cairo Institute for ITALIANA.IT platform    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.



Saphir: Elite collection, singular service
Published in Almasry Alyoum on 28 - 01 - 2010

Stepping into a clothes shop is usually relatively simple: you glance at the window display, decide it's worth taking a closer look and enter the shop by pushing the glass door. Not at Saphir in downtown Cairo though. Located on 26 Mahmoud Bassiouny Street, the brightly-lit shop's window displays a handful of mannequins wearing exquisite gala dresses. But the door is hopelessly locked and a few hesitant knocks remain unanswered.
Refrain from breaking in, though, and instead take Hussein Pasha el-Menar Street on the right, walk past a garage and enter the building no.5. The actual shop is to be found there, and on the various racks that fill the room one can see sumptuous dresses, gorgeous coats and colourful tops.
A marble coffee table surrounded by four rococo chairs gives a boudoir flair to the showroom and invites the customer to immerse themselves in this sea of garments.
Behind a crowded desk close to the entrance, Enas el-Masry, the elegant shop owner, is busy with a costumer. “You need an appointment to come here and try the clothes on,” stresses el-Masry, flattening some pleats on a dress. “I deal with a very high-class clientele; this is why I want to focus on one costumer after the other,” she says, noting that the only two women found in the shop came together.
One of them is Lamia, an ex-banker with a pleasant face. “My grandmother used to come to this shop and I do not shop anywhere else,” says Lamia. “Enas has Cairo's biggest collection of evening dresses," claims Lamia, elaborating, "She has all kinds of collections, many sizes available and what I appreciate is her honesty: she won't pretend a piece of clothing fits if it does not.”
All the garments on display in the showroom are imported from Europe, the United States and Turkey, and Enas closely follows the Fashion weeks, on the lookout for interesting pieces. “When I go to the Fashion weeks in Milan, Paris or the States, I look for special garments that can't be found easily,” she explains, showcasing a flowery dress especially designed for a pregnant woman. The next dress she pulls off the rack is meant for plus-sized women. “Women need to have a choice, and this is what I provide them with,” says Enas with a touch of pride.
Unsurprisingly, the prices are high, with cocktail dresses ranging from LE1,000 to LE3,000, but regular clients are offered special services. “I systematically purchase two sizes of the same dress, one small and one large, when I go abroad,” explains Enas, “if a customer picks a dress for a special occasion, I mark down the exact date of the event and will not sell the second dress for the next two months.” Her customers are prepared to pay for the privilege of that short-lived exclusivity, since the second dress is sold 20% cheaper when the style-embargo is eventually lifted.
Enas' marketing skills do not stop there. “If one of my regular customers brings four of her friends, then I give her a 50% discount,” explains Enas, who knows that if all of them attend the same event their attire will attract attention and get people talking about her shop.
Enas often slightly modifies the designs she imports from abroad to make sure they satisfy her more traditional Muslim clientele. “I can add long sleeves to a blouse or trousers to what was originally a short cocktail dress so it becomes wearable for veiled women,” she says, adding that she has a wide collection of fashionable veils from Italy to match the garments.
There are no wedding dresses on offer though. This is a deliberate choice from Enas who doesn't have a platform and confesses that “wedding dresses are high-maintenance, the woman must take a bath and remove all her make-up before trying it on.”
One final special service that Enas provides her customers is to cleverly modify garments that have been worn before on multiple occasions. “I can add or remove motifs, shorten the clothes, add sleeves, ribbons… a dress can become a blouse, for example,” Enas says, holding a long black and white dress. “Every 20 days I purchase new cocktail dresses,” Enas concludes, carefully wrapping the long silky attire in a plastic and putting it back on the rack.
On the 1 March Enas el-Masry will open a new shop in Zamalek, on Mohamed Mazhar Street.
Saphir - Enas el-Masry
Window display: 26, Mahmud Bassiony St. – Showroom: 5, Hussein Pasha el Menar St.
Tel: 25756675 – 25766815 – 25766217
Mobile: 0109180915


Clic here to read the story from its source.