Entrepreneur’s craftsmanship in jeans alteration ‘unwavering’
IPOH: Mohd Shukri Amal, 56, the creative mind behind Amarru Jeans Repair, has devoted an impressive period of 38 years to perfecting his craft in repairing and altering jeans with an unwavering passion.
He says his first priority is quality, which is closely followed by seeking to understand the ‘wants’ of his customers.
Mohd Shukri, affectionately known as ‘Mat’ among friends and patrons, has unravelled the secret behind his customers’ unwavering trust, revealing a tale where passion meets precision.
“Picture it as an 80-20 rule,” he said animatedly.
“Eighty per cent is about fulfilling the customer’s desires. The remaining 20 per cent is craftsmanship. Blend these seamlessly, and customer satisfaction is a guarantee, Insya Allah (Praise to Allah).
“I’ve held tight to these principles since the day the shop first opened. Rarely do my customers revisit dissatisfied,” he said when met by Bernama in his shop at Jalan Sultan Idris Shah.
Diving into the intricacies, Mat unveiled the importance of thread selection, the magic touch in the world of denim alteration, saying that it was all about seamlessly weaving the threads into the fabric of the repaired jeans.
Hence, he said a portion of the threads used had to be imported from abroad, including from Indonesia and Japan.
“Typically, these threads could cost up to thousands of ringgit. We also employ specialised sewing machines to ensure that the stitching quality closely resembles the original stitches of the jeans,” he said.
According to the father of three, his shop, open from 11am to 7pm, receives 15 to 20 orders daily for various jeans alterations customised to the tastes and preferences of customers.
“We offer services such as comprehensive alterations to the pants’ structure. We also undertake patching, cutting, slimming, and widening the pants’ legs. The prices for these processes range from RM7 to RM60 per pair, depending on the brand and material of the jeans,” he added.
Mat recounted that his interest was sparked in Form 4 when a friend asked him to mend a pair of torn jeans.
“I willingly repaired the jeans using my late mother’s sewing machine and did not charge any fee. From there, I honed my skills in jeans repair without any formal education.
“I taught myself by repeatedly undoing the stitches on the jeans and re-stitching them until I became proficient.
“After completing school, I tried my luck in Ipoh. I boldly opened a (jeans repair) shop with my savings, and here I am today,” he said.
Mat also said the number of customers placing orders would usually triple or increase five-fold during festive seasons, especially during Hari Raya Aidilfitri.
Meanwhile, Badrul Hisham Baharom, 54, who happened to be in the shop during the interview, said he had been a loyal customer of Amarru Jeans for the past 15 years. A public relations officer at a local housing company, he said one of the main reasons for his loyalty to the shop was the finely-crafted and quality stitches.
“Moreover, he (Mat) understands the style I desire for each pair of jeans I bring in.
“The quality of his stitching is top-notch, and the prices are very reasonable,” added Badrul Hisham. — Bernama