She’s 100 and the family’s clothing store is thriving
By: Bonny Osterhage
Selma Satel has held many roles over the years including wife, mother, grandmother and founder of one of the oldest businesses in Alamo Heights, Satel’s men’s clothing store. On Friday, Sept.13, the matriarch of the Satel family added yet another title to her already impressive list: centenarian. More than 300 guests filled the Broadway store to celebrate the life of this elegant entrepreneur, who even at 100 years of age still reports to work, if only for a couple of hours, several times each week.
“She’s still shaking hands,” says son Toffe Satel, who along with his brother, Jimmy, now owns the family business. “She remembers the name of every customer that walks through the door.”
The beginning of a legacy
The Satels got their start in the clothing business by operating the dry cleaner and tailoring concession at Fort Sam Houston during WWII. Toffe Sr., who came to America from Lebanon when he was just a teen, was a talented tailor who is credited for designing the military wear known simply as “the Eisenhower jacket” for the former general and president.
After retiring from Fort Sam, the Satels turned their attention from military wear to menswear and opened their eponymous clothing store in 1950 in a building directly across the street from where the current Broadway location now stands. “It was one of the first suburban stores in town,” says Toffe. “All the other shops were located downtown.”
Specializing in a wide range of high-end, sports and leisure clothing, Satel’s thrived to the point where the family was able to open several locations throughout San Antonio. Three of the five Satel children took an active interest in the business and helped its growth. Afternoons and weekends would find Jimmy and Toffe hard at work, and today they are still the driving force behind the family business. “We do it all except the cleaning,” jokes Toffe.
Evolution of success
Being in business 63 years is no small feat for any business, especially in a world as fickle as fashion, and evolution is inevitable. Over six decades the family opened and closed three locations, including one in the Wonderland Center, a Central Park Mall store and, more recently, the shop in the Colonnade, which was in business for 25 years. Nephew Joe Satel retired from the business eight years ago, while Toffe’s daughter, Tracie, came on board in 2011.
The San Antonio retail landscape has witnessed the emergence of more suburban shops over the years too, as well as the addition of power players like Neiman Marcus and Saks Fifth Avenue. Yet Satel’s continues not just to survive, but to thrive undaunted. Generations of loyal customers, many of whom Toffe describes as “being raised at the shop,” continue to patronize Satel’s faithfully. Toffe says the reason for the devoted following and the shop’s ability to survive in a fast-paced world is twofold: a willingness to embrace the current trends without sacrificing the traditional look for which Satel’s is known plus unparalleled personal service.
While they still carry an impressive selection of suits and sport coats, the Satels recognize that men are moving away from that “buttoned-up” look and into something more casual. “Men just aren’t wearing suits to work as much anymore,” says Toffe. “We’ve had to take that into consideration when buying for the shop.”
As part of that consideration, Satel’s now offers popular lines like Southern Tides and Vineyard Vines that, although more casual in style, embrace the preppy look that Toffe says is still popular with the teens and young adults.
Another aspect of Satel’s that sets them apart is their customization. Shirts, suits and sport coats can all be made to exact customer specifications. “This still makes up a large part of our business,” says Jimmy. “People like that personal service.”
The personal service extends to every area of the shop and is the second reason that the Satels have been able to remain at the top of their game. Growing up in Alamo Heights, the Satel family has been an active part of the community for decades. Many of their customers are lifelong friends, and new customers are treated as lifelong friends in the making. It’s a way of doing business that was established by Selma and that her sons are committed to maintaining.
“My mother has always put customers first,” says Jimmy. “Her business philosophy has always been to sell quality clothing at a fair price and that the customer is always right. That is still our philosophy today.”
