Located on Thu Khoa Huan street (Phu Thuy ward, Lam Dong province), bustling, Tue An Anh French ao dai shop attracts attention because of its both ancient and modern space.
Soft silk panels, warm, and deep colors, hand embroidered patterns are displayed neatly, creating a feeling like a miniature corner of Hanoi in the heart of the coastal city.
Although it was only opened at the beginning of December 2025, the store quickly attracted visitors. Not only Phan Thiet people are curious to learn about silk, but many international tourists when strolling around the city also suddenly stop by this space imbued with Asian style.
Ms. Duong Diep Thu - the shop owner shared that although she is from Phan Thiet, she has long loved the beauty of Hanoi silk. From the times she came into contact with traditional ao dai and French costumes, she gradually became attracted to the soft, light silk material, which carries cultural depth.
I want to bring those values back to my homeland, so that people and tourists have a new choice, both beautiful and carrying traditional meaning," Ms. Thu said.
Before deciding to open a store, Ms. Thu spent time researching the market. In Phan Thiet, fabric and ready-made clothing stores are not lacking, but there are almost no specialized silk sales points.
That void became an opportunity for her to start her business journey. Tue An Anh store is therefore considered one of the first addresses in Phan Thiet to focus on this product line.
Inside the store, products are carefully selected, focusing on ao dai and French costumes. Diverse materials such as silk, silkworm silk, brocade, velvet... meet diverse needs. Each set of costumes is dotted with hand embroidered or handmade stone-studded patterns to create a unique mark, not overlapping.
The store space is also displayed with traditional Chu Dau pottery jars, like the miniature Hanoi space in a store. The combination of silk and ancient pottery creates a harmonious overall look, helping visitors not only shop but also experience culture.
Late in the afternoon, when the crowd began to flock to the beach, Mrs. Katia's family - a tourist from Russia - stopped in front of the store out of curiosity. After being introduced to silk and silk materials, Mrs. Katia tried two outfits with two different fabrics.
Very light, very soft and completely different from the types of fabrics I have ever known," Katia shared.
According to the shop owner, the positive feedback from international tourists is a positive sign and motivation. Many people come not only to buy, but also to hear stories about silk, about how Vietnamese people preserve and develop traditional costumes in modern life.
From an idea originating from passion, the ao dai and French costume shop Tue An Anh in the coastal city is gradually affirming its own position. Not following the mass trend, Ms. Thu chooses to focus on product quality and customer experience.
For Ms. Thu, business is not only selling fabrics or costumes, but also a way to tell stories about culture, about the enduring values of Vietnamese silk.
Amidst the vibrant tourism life of Phan Thiet, the appearance of a silk shop with the breath of Hanoi shows that traditional products are very popular if placed in the right space and in the right approach. This is not just a shop but a journey to turn passion into business, bringing the old beauty into the modern life of the coastal city.
