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Em Me

Em Me

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Published by: DiamondFoamAndFabric on Oct 27, 2010
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07/10/2013

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·Close-up:
JasonAsch
by
Diamanted'Alessio
HisLosAngelesstorewelcomesHollywood'sleadingstars.Todecoratetheirhomes,theyseektheadviceofatrustedfriend
rs'.
avo
Left:JasonAsch. Oppositepage, clockwisefromleft: bird'seyeviewofHollywood;SharonStone;JamieLeeCurtisandCameronDiaz.
 
"SharonStoneinsistsonfancycottonforhertailoredshirts.ButithastobeItalian"
R
ollsofclotheverywhere,tidilystackedandsorted,withtheItalianlinensononesideandthefancychenilles,cot-tonprintsandchintzesontheother.Butthere'sfabricpiledupontheflooraswell.Thesceneratherresemblesanold-fashionedemporium.Andrightinthecentresitsahugecounter,withcakesorfreshlybakedbreadtogowiththefineFrenchcheeses.Customersbrowsebusily,justaddingtothe
cheerful
confusion,callinghimoverforadviceonwhatgoeswiththisorthat,ortoknowwhattypeoffabrictheyshouldchoose.SplendidsilkFortunylampshadeshanghereandthere,filteringawarm,welcominglight.Ja-sonAsch'sstoreisarguablyoneofakind-ithasadistinctlyEuropeanflavourthatcontrastsdramaticallywiththecold,impersonalatmos-phereofAmericanstores.Jason'sbigpersonalitycomesthroughforce- fullyeveninthesmallestthings,andyouwouldbeforgivenformistak-inghimforanactor,stridingacrosstheroomforalltheworldasifitwereastage,andbaskinginthelimelight,glowingintheattention.Nowonderhisisthefinestdeco-ratortextilesstoreinLosAn-geles,wherethestarscometopickoutfabricsfortheirloungesuitesordrapes.It'snotjustthehighqualityorthevastselectionthatat-tractsthem-althoughtherearepreciousfewotherstoresthatcouldevenbegintoap-proachJasonAsch'sleague.It'sJasonhimselfwhomeveryoneadores.SharonStone,JamieLeeCurtisandCameronDiazhavebecomefirmfriendsandenjoystoppingforachatevenwhenthejoboffurnish-ingtheirlatestsprawlingocean-frontpropertyhaslongended.NottomentionRingoStarrandamultitudeofillustriousnamesfromthemu-sicandmovieworld.It'snosurprise,either.Youjusthavetoknowhimtounderstand.Jasonisapassionatecollectoroffinefabrics.Sellingthemcomessecond.Heenjoyssharingwithothershisowndeeploveoftextiles,oftheiruniquefeelandcolours.
emme
Howmanyrollsdoyoustockinthestore?
JasonAsch
"Fartoomanytocount.Thousands.Atleastfivethou-sand.Butwhat'ssosurprisingisthatit'smyownpersonalcollection.I buyfabricsthewayotherpeoplecollectstamps,andIloveeverysingleoneindividually.Ofcoursewealsoaimtobethebestinthetradeandtoofferthewidestpossiblerange,becausewehavesomanydifferentclientstosatisfy,fromHollywoodstarstothearchitecteveryoneistalk- ingabout,nottomentionsetdesignersandphotographerswhoallneedasteadystreamofdifferentfabricoptions.Onethingthattheseclientsshare,however,isthattheyallwanttotouchthematerial,examinethe
36
weave,feelitsessence,asitwere.That'swhyIcan'tseefabricseverbe- ingsoldovertheInternet-choosingfabricismuchtootactileanexperi-enceforthat.Furnishingyourhomeisimportanttoallofusandyoucan'ttrustacold,mechanicalscreentoreallyconveysubtlecoloursor stylesaccurately,particularlytextiles".
emme
Howdidyoustartout?
J.A.
"AfterleavinghighschoolIwasgoingtoenterlawschool,but likeallAmericanteenagers,Ifoundasummerjobthatwastobemyfirstcontactwiththeworldoftextiles.ThreebrothersownedthebusinessIworkedforandwhenoneofthempassedaway,theothertwodecidedtoretireandtherewas
no-one
toleavethestoreto.Theideaofhavingagoatcarryingonthebusinessonmyowncamenaturally,andthat'swhathappenedin
1982.
Thestorewassmall,noteventhreehundredsquaremetresand,besidesfabrics,alsosoldupholsteryfoamandwaddingforstuffingsofasandarm-.chairs,orforinsulation.That'swherethenameofmycompanyorigi-natedfrom:"DiamondFoamCompany".Andsinceit'sbroughtmegoodlucksofar,Ihavenointentionofeverchangingit.Igraduallylearnedtobeagoodsalesmanandeventuallydecidedtofocusonfab-ricsandphaseoutthefoam.ThefabricsIpre-ferarethewovenones:Istockalarge
assortment
andthisiswhatfirstat-tractedmyillustriousclientele".
emme
Whatare
your
favouritefabrics?
J.A.
"Thenaturalones,likelinenforinstance.Butalsofabricsthathaveadistinctiveweave.Iloverich,softfabricslikechenille,andinfact
carry
ahugearray.Thisisafantasticjob,becausetherearealwaysnewproducts,newfinishescomingout.You'relearninganddiscovering somethingnewallthetime".
emme
Howdoyoudecidewhich
fabrics
tostockinthestore?
J.A.
"Ibelievethereasonwhymyclientskeepcomingback,andwhythestoreissosuccessful,isthatwelistentopeople.Welistenreally hard.Weunderstandourclients'needsandtreasuretheirfeed-back.Ourclientlistincludesmanypopularinteriordesigners:theycanbeveryin-fluential;whentheirlikesanddislikesarepublishedininteriordesign magazines,peoplesooncomeinaskingfortheverysamefabricsand designsfortheirownhomes.Inaway,theyarelikescoutswhopavethewayforusretailerstoo,andhelpusmaketherightproductandtiming decisionsforourorders.Sowealsohaveanespeciallycloserelation-shipwithfabricmanufacturers:attheendoftheseason,theyarekeentoAbove:JasonAschfoolingaroundforthecamera,wrappedinoneofhisfabrics.

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