I’ve been really interested to see how Saman Amel have changed their business model in recent years. They’ve made a conscious decision to offer a far more involved service to customers, which is then reflected in their prices. The cheaper Toscana line starts at £2300 for a suit now, but the Neapolitan is £3500. 

So, some examples of things they do are:

• Conduct a half-hour interview with every customer before come to their country for a trunk show
• Set the room up differently for every customer, during a trunk show or for any regular appointment, so that the clothes reflect specific things they would suggest (the interview, of course, helping to establish this)
• Send out printed cards to customers each season, showing specific looks they would suggest, given what they know about their wardrobe and what they have bought in the past
• Put together presentations based on discussions, including thoughts on materials and how things fit together with the rest of a wardrobe

Nobody really does this. Bespoke tailors sometimes know the customers the meet on trunk shows very well, but they never have dedicated garments, and rarely talk to them in advance. Some offer appointments of just 30 minutes. 

At the other end of the spectrum, luxury houses offer pretty poor customer service. Walk into most shops and you’re often made to feel like you’re privileged just to be served – and the person serving rarely has much style or experience. 

Saman Amel have always produced a very good handmade MTM product – I reviewed my jacket here. But the prices have risen to reflect these new services.

For many readers, this will be too expensive. But I also know others that would welcome the hands-on experience, as well as the luxury service (the showrooms in Stockholm and now London are beautiful). Unlike most luxury brands, you can see something of what you’re paying for. 

When Saman and Dag opened the new London showroom, they asked me to help make a video for them that explained some of the services. You can see it below. 

I also went through the service they offer people, with the pieces I’ve made with them so far (jacket, knits, trousers, coat) discussed, and then a rack of things they would suggest for me. It was really interesting, making me reconsider things like charcoal cashmere for a blazer and different black-silk options for evening wear. 

I also try to make clear in the video that if someone just likes the Saman Amel style, they don’t have to go through every part of this process. It’s just there if you want it. People vary in what they like and what they need in terms of service, just as much as they do in their clothes. 

I particularly liked the way Dag illustrated this by talking about two customers who recently ordered the same DB charcoal suit. One was a senior lawyer and would wear it with a shirt and tie; but the other worked in fashion and would be more likely to wear it with cowboy boots and a bucket hat. The Saman Amel tonal style can make it a bit of a blank canvas.

One final thing I thought was interesting was the reasons to say ‘no’ to a customer. Or rather, to gently suggest that they already have one of those, or don’t need that for at least another six months. Sometimes people of all levels of experience buy too much too quickly. 

In the video I am wearing:

Dag is wearing:

• Saman Amel suit in navy Art du Lin linen from Solbiati
• Saman Amel black polo shirt
• Saman Amel black City-Moc shoes