Popular clothing brand Emerald celebrates 60 years of success in Sri Lanka

From left Emerald Senior Head of Marketing and Business Development Kisani Dahanayake, Emerald Executive Director M. M. M. Ihsan, Emerald Managing Director A. F. M. Ikram, Emerald Chief Executive Officer Hosni Bahaudeen, Emerald Chief Finance Officer Janakie Kuruwita and Emerald Head of Sales Sudath Ittapana – Pix by Daminda Harsha Perera

Founded in 1956, Emerald has established its position as Sri Lanka’s No. 1 brand in men’s shirts and this year, celebrates 60 years of expertise in the shirt industry.

Emerald firmly believes that the Sri Lankan male deserves nothing but the best and focuses on quality, reliability and innovation to create shirts that meet its own exacting standards. All Emerald products are manufactured under strict quality control guidelines in line with international standards. Emerald uses the best of embellishments and raw material in its products to ensure its customers get the best of quality in every Emerald shirt they purchase.

With an experienced and versatile team of international designers, constantly focusing on product development and design, its three ISO 9001 certified production units manufacture a diverse range of products including woven shirts, T-shirts, inner wear, formal trousers and accessories  for local and international markets. Emerald represents world renowned fashion labels such as Crocodile and runs its ‘Shirtworks’ retail outlets while being represented by the largest dealership network in the country.

Emerald is endorsed by Sri Lanka’s world renowned cricketing icons Kumar Sangakkara and Mahela Jayawardena.

The strategic advertising campaign accompanied with the image building campaign and promotional campaigns were handled by Iconn Media Ltd. for Emerald 60th anniversary. 

Emerald concluded its best financial year recently, amidst the goodwill and renewed relationships with its island wide dealer network. The dealers of each province were separately felicitated amidst much pomp and glory during five province based, individual Dealer Conventions. These grand events were held at Light House Hotel – Galle, East Lagoon – Batticaloa, Mahaweli Reach Hotel – Kandy, Waters Edge – Colombo and Heritage Hotel – Anuradhapura.

Having founded by Fatha in 1942, the business ventured into knitted inner wear and the import of Japanese made shirts in 1952. The immense success in this field led to Emerald manufacture shirts locally with fabric imported from Japan. In 1980 the company did its first export to the UK under Emerald Brand. 

In 2001 the success of the Emerald Brand in Sri Lanka inspired the company’s first dedicated shirts manufacturing plant. The quality and attention to detail in all areas soon paid dividends in Emerald being identified to manufacture shirts for international brands such as Nautica, Austin Reed, After Hours, etc. 

In 2002 with the immense strength of the Emerald brand in the local market an aggressive drive was put in place to increase the dealership across the country. The Emerald brand has continuously achieved substantial growth and brand leadership milestones through the years.  

In 2009 Emerald was appointed as the franchise in Sri Lanka for Crocodile Singapore and in 2013 Catalogue sales and online selling by Emerald commenced. A year later, the retail channel was strategically renamed as Shirtworks Ltd. 

Shirtworks – Many menswear stores have boasted a wide variety of men’s shirts while some have emphasised on quality and others specialise in high style. But to find all three at the same place has always been endeavouring. They are focused and proud to change this reality, giving the customer a 360’ offering and a shopping experience in men’s fashion. Shirtworks is just that kind of gentleman’s store; they offer a carefully chosen selection of shirts that are suited for any occasion. The apparels are of incomparable quality and finish and the designs are of undoubted world-class standards. 

The constant delivery of quality has made Emerald shirts the preferred brand amongst the leading companies in Sri Lanka. Emerald currently supplies formal uniforms to approximately 80% of the corporate market. Some of them are Aitken Spence, Cinnamon Grand Colombo, Toyota, HSBC, Coca Cola, Unilever and Dialog. 

Some of the Emerald brands include the following:

Emerald Basic – The unique combination of comfort, style and affordability, Emerald basic is a promise towards greater experiences 

Emerald Corporate – The most popular shirt in the country Emerald Corporate boasts the highest brand quality and market share in the country, 

Leonardo Casuale – The definitive expression on elegance and smart living. Made with 100% fine cotton, Leonardo is for the man who wants to make an expression. 

Emerald Fashion – Created for the man who is in a hurry to make their distinct mark in the corporate world with style, avoiding the unsettling network of economic, aesthetic and moral factors.

Class one – Super premium shirt product from Emerald; made from special luxury range of two ply fabrics, mother of pearl buttons and removable collar bones to maintain the collar shape.   

Flax Farmer – Made from the finest of linen from Europe, Japan and Egypt this product is for those who yearn for the glory, grandeur and aura of real linen. 

Leger (light weight cotton) – The finest and lightest cotton shirt you would ever find; made with the finest light weight cotton imported from Japan, this shirt ensure to keep you fresh and comfortable the entire day.  

Focuss – If you feel trendy, love fashion clothing and you are spontaneous, Focuss is the right brand for you. Focuss is aimed towards a wider range of society and is tasteful as well as affordable keeping in line with tomorrow’s trends 

runn – runn inner wear comes in briefs and vests. runn products are produced using high quality material and stitching to ensure comfort throughout the day. 

Mansak – Mansak trousers are designed and fashioned for formal, semi-casual and semi-usage occasions. Made of fine material and great workmanship, Mansak has earned its self a reputation of being one of the finest trousers available locally. 

eEpoch –  A household name when it comes to gents accessories. It may be ties, cufflinks, and handkerchiefs or tie pins; it is all available under eEpoch which is the market leader in men’s ties and accessories.