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.