Deniz started working with her father Ahmet Yusuf in 1993, after graduating from Liverpool University with a degree in Media Studies. Initially she spent time in the workroom learning about the different quality of cloths and was taught how to do alterations. It wasn’t long before Deniz decided to concentrate on the ready- to-wear side of the business.
Deniz’s position is a pivotal role in the forward planning of buying menswear. She has a keen eye for fashions and trends and attends local trade fairs. She keeps up with trade magazines as well as fashion media.
She enjoys meeting people and helping them put together outfits – many customers have become good friends. Deniz expertly combines her enthusiasm for her job with the demands of two young children.
Over the years, Yusuf has provided many excellent apprenticeship programmes in tailoring and these have produced a number of fine young tailors, some of whom have left and set up their own business. Most of the present staff have been with the business for over 20 years and are specialists in both tailoring and in selecting the finest ‘off the peg’ garments.
Ahmet Yusuf has been developing his tailoring trade since he was a boy. He came to England from Northern Cyprus in 1954 and worked for various tailors in Birmingham but his dream was to have his own business, and he established this in 1958, setting up a tailoring business. In the early 1970s, Ahmet entered the retail world and added a ready-to-wear arm to the business. The shop he set up in Chad Square, Edgbaston, is the same shop he has today.
One of Ahmet’s greatest achievements was winning the Tailor of the Year Award in 1976. He swept the board, stealing the award away from Savile Row for the first time in the award’s history.