Business: Asmar Frocks

Business Address

Story

When Michel (Michael) Asmar, Symia (Annie) and their young family settled in South Brisbane in 1924, he was already a Master Tailor. After working for Pike Brothers, Michel established his own business in 1925 as a Ladies and Gents Tailor at 125 Melbourne Street South Brisbane. By 1935, Asmar’s Frocks was operating at 74 Hardgrave Road which was both the family home and the clothing factory. Six of the eight children were trained by their father and worked in the business which flourished.

After Michel’s death in October 1953, his children continued the business. In the late 1950s, the clothing factory was moved from Hardgrave Road to 26 Drake Street West End. Keeping up with the times, it was decided to produce a ‘less expensive line of clothing’. While family members did the designing, cutting and managed the business, the factory also provided employment for at least twenty machinists. Selling to retailers all over Australia, this family enterprise lasted for about 56 years.

References

Bill Asmar, Conversation with Anne Monsour, 1998.
Brisbane Telegraph, 22 October 1953, p. 13, viewed 20 February 2021, http://nla.gov.au/nla.news-article217261172
Maree Joseph and Helen Mahoney, interview with Anne Monsour, Brisbane, 2019.
NAA: A1, 1930/10515, Michael ASMAR – Naturalisation certificate.