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Taking the silk route into electronics

Third-generation Primalanis have parlayed their grandfather's 1950s silk store, Parisilk, into a genial electronics store where customers are treated more like friends.

Competition? What competition? say brothers (from left) Sean, Ricky and Michael Primalani who make up the third generation of Parisilk. The former textile shop at No 22 Transit Road was founded in 1952 by their grandfather Gulabrai Primalani.

PARIS. Silk. Put those two words together and you have... an electronics store? Yes, says Michael Primalani. With a smile that belies a bemused man who's heard that joke countless times, he proceeded to explain how he headed a rebranding exercise to take the six-decade old Parisilk brand into...

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