Dream fit: Amon aims to turn passion into his own fashion store
Amon Butler has turned his “passion for fashion” into a career helping international business executives, famous footballers and music stars enjoy a luxury shopping experience in one of London’s most exclusive districts.
As an adviser at Louis Vuitton’s flagship British store on New Bond Street in Mayfair, the 38-year-old Devonshire native helps to pick out the very best for his clients, with whom he has developed a special rapport.
However, it has not been an easy journey.
“I intentionally moved because I was a victim of gun crime. I got shot, so I moved to leave the country,” Mr Butler said on why he decided to head to England 13 years ago.
“I have dealt with PTSD and anxiety from the incident. But I have never thrown the towel in or given up. I have such a great support system.”
It was at Spice Valley Middle School where an interest for fashion developed.
Mr Butler said: “Growing up I always wanted to be a vet; I had a love for animals. I then thought about politics and wanted to be the premier.
“I was very fascinated. Dame Pamela Gordon was the premier and I was very inspired.
“I got into style when friends liked what I was wearing and got me to pick out their outfits. That’s where it started for me.”
After graduating from The Berkeley Institute, he started working at Perry Footwear on Reid Street, before transferring to Choices Menswear.
Mr Butler had nothing but praise for Tiffany Perry and Fernance B. Perry as well as Anthony Webb from Choices for their help and advice.
While still on the island, he hosted three events featuring designers from Bermuda and the US.
The Duchess and Dukes of the Runway Charity Fashion Shows improved each year, with the third edition, held at the Fairmont Southampton, left with standing room only.
Mr Butler still recalls that night as a “highlight of his life”.
His first job in England was a Christmas temp at Harrods department store. Numerous other retail roles followed until he became a sales associate at Chanel.
The next stop was Louis Vuitton’s Manchester store in Selfridges, as a menswear client adviser.
After going to London for a couple of weeks to work at the newly renovated flagship store on New Bond Street, he was asked by the store director to return to the capital full-time.
Located in the heart of Mayfair, the store sells a full range of products, with a recently launched cosmetics line and a three-room apartment, featuring an in-house chef for birthdays, lunches and afternoon teas.
Longtime clients include Curaçaoan football star Tahith Chong, while last month Mr Butler met Real Madrid and England footballer Jude Bellingham. He was recently contacted by Arsenal and England women’s player Chloe Kelly.
“I have a lot of high-profile clients that shop with me. I deal with a lot of Premier League footballers, influencers and international people who come to London.
“Recently the creative director from Cardi B’s team got in touch and was wanting to book an appointment.”
On his work, Mr Butler said: “First I ask if they have shopped with the brand previously. If they have, I will check their purchase history, and I will give them a few options.
“If they have not, then I will ask them what their interests are. It could be in-store or a virtual appointment.”
Through it all he has never forgotten the skills learnt growing up in Bermuda and first starting out in the industry.
The ambition has always been to return and open up a bricks-and-mortar store.
Mr Butler said: “Bermuda’s always going to be my home. I always champion Bermuda wherever I go.
“It’s always great when I’m at work and I find out people have had honeymoons in Bermuda, or they say they have always wanted to go there, or I meet people who are from Bermuda. It’s something I cherish.
“I stay here because I want people to come behind me in the industry that say, ‘If Amon can do it, so can I’.
“I really don’t do it for the money or commission; I do it for the relationships.
“The goal is to come back and open up a store.
“I had a conversation with someone from Bermuda. They came into the store, we had a discussion about my end goal.
“I could go into styling if I wanted to, but my dream is to return home and open a store.”
