Big is beautiful at Hughes' boutique
Big is beautiful at Hughes' boutique
Muara Bagdja, Contributor, Jakarta
Dewi Hughes is not just well known as a TV presenter, but also
as a "plump" Indonesian woman who looks fit, attractive and self-
confident.
"I like Hughes personally because she is a large but charming
and smart lady with a strong personality," fashion designer Adjie
Notonegoro said.
In November 2000, Hughes opened Big boutique, which
specializes in making and selling clothes for large women. The
boutique is located on Jl. Kemang Utara in South Jakarta.
Her decision to open the specialized boutique was brought
about by her difficulty finding clothes that fit her.
"I am jealous of women with slim figures because it is easy
for them to find clothes that fit them," Hughes said, adding that
large women were ignored by the fashion world.
Unable to find quality clothes that fit her, Hughes began to
design her own clothes. Her friends praised the outfits, and
their praise encouraged her to open a boutique.
As of mid-November this year, Hughes will begin specializing
in designing, producing and selling formal dresses.
Up to this point, Hughes has worked with several designers,
but with the shift of business strategy she will work with only
one designer, Sunny Madjid, a graduate of the Esmond school of
fashion.
She decided to sell only formal wear after coming to the
conclusion that most of her customers were not interested in
purchasing casual clothes.
"One day, a woman with nice makeup and hair came to my
boutique asking for a dress she could take that day for a
reception," Hughes said.
And what kind of gowns are most customers looking for?
"Not plain ones. They want elegant ones. The first two gowns
bought from a display of 10 new gowns were quite challenging
styles," she said.
"The first was a one-sleeve gown like Tarzan's clothes in the
films, and the second was a baby doll gown with a blue and green
color combination."
It seems that the women who shop at Hughes' boutique have high
self-confidence, and they are prepared to spend between Rp 1
million and Rp 1.5 million for a gown they like. Blouses priced
at Rp 200,000 do not sell well.
Those who shop at Hughes' boutique come from a variety of
backgrounds. There are executives, reporters and doctors,
including several expatriates.
"A female expatriate came to my boutique and cheered, saying
that she finally found a gown for large women in Indonesia,"
Hughes said.
There is nothing unusual about overweight women looking for
attractive and fashionable clothes, she said. They have the same
wishes as slim women. They want to look pretty and sexy. Like
slim women, who tend to flaunt their attractiveness, large women
tend to show off a part of their body they are proud of.
"I have a tendency to show my breasts, so most of my blouses
have low V-necks but cover the stomach and arms," she explained.
Comfort is also an important factor, so practical clothes are
the order of the day. For example, Hughes' boutique does not sell
shawls, which are usually worn to hide big upper arms but are
often a nuisance for the wearers, especially those carrying
handbags.
But not all large women have the self-confidence of Hughes.
Many of them need to be convinced that they look good. So Hughes
is often at her boutique to wait on customers. She is also ready
to model gowns and even give customers makeup advice.
Her boutique is currently being renovated and when it reopens
it will have the feeling of a living room, complete with sofas
and a TV. There is also a consultation room, which is open every
weekend.
"I want customers who visit my boutique to feel at home and be
comfortable," she revealed. So far Hughes has managed the
boutique on her own, with a little assistance from her mother.
From her experience managing the boutique, Hughes knows how to
sell her clothes.
"It is enough to display 10 pieces of clothing with different
designs rather than putting too many clothes out on display," she
said.
The boutique seems to have a bright future, with women
actively seeking out Hughes' designs.
"Some large women have jokingly said, 'You haven't visited
Hughes' boutique? Ah, you are being left behind,'" Hughes said.