YALY COUTURE $$$
With personal sales assistants, sprawling premises, onsite ATMs, private waiting rooms, and a fabulous range of fabrics, Yaly Couture is easily the most impressive tailor in town and, despite the cost, one of my favorites. But whatever you do, make sure you listen to your salesgirl’s advice because you may well lament it otherwise.
Renowned for its exquisite, fashionable, made-to-measure clothes, Yaly Couture is one of the few tailors in Hoi An that has exhibited its craftmanship on the catwalk. Their fashion shows are a Hoi An highlight and testament to a dedication to both originality of design as well as artisanship of craft. Staff are trained by native English speakers, not just in language but also in customer service, tailoring, and fabric knowledge.
There are three Yaly showrooms but my preferred one is on 47 Tran Phu Street, right in the heart of the Old Town. Large, flowing premises are divided into three sections that contain row after row of all imaginable types of material. Fitting rooms with sleek, regal-red curtains billow as you pass; there’s an ATM, a private waiting room with vast catalogues of clothes patterns, and, of course, your own assigned personal assistant. To say Yaly Couture is a slick establishment is an understatement: just check out their website!
And what about the tailoring? It’s pretty good but, as with all tailors, I’ve had some mishaps along the way. On my last visit to Yaly Couture, a visiting colleague’s linen shirt was beautifully made, but my copied trousers were nowhere near the quality of the original. To be fair, my Yaly sales assistant strongly advised against my fabric choice, trying valiantly – but, alas, vainly – to steer me instead towards a sturdier fabric. Now I can only lament my stubbornness, because unless trousers with ground-dragging backsides become fashionable, I am in trouble!
With so many tailors in Hoi An, the overall question is whether you’d go back. The answer for Yaly is “yes.” Some of my favorite garments are Yaly-made, and if I have visiting mates in town who don’t mind spending a few quid then the ‘Yaly experience’ is frequently my first port of call.
Price guide (all quoted in USD, and dependent upon fabric choice):
Men’s shirts: $24 – $110
Men’s suits: from $85
Women’s dresses: from $100