You basically supply them with the wheel, and they'll retrim it how you want. Normal options are colour, type of leather (nappa / perforated), extra padding, colour and style of stitching, and whether you want thumb grips added or not. Jack who runs the place has done loads of wheels for people off my old BMW site, no complaints from anyone I know.
Taking your steering wheel off and shipping it to the UK will obviously add a lot of money onto the job - so I buy my wheels from ebay in the UK, and have them delivered to him. Makes life easier. Shipping for the wheel back to me (had an airbag - so was heavier than normal) was GBP47. Retrimming cost was GBP120. Wheel with airbag was GBP35 - bargain!
Got this one done for my MkV - but never fitted it, turns out I bought a wheel that wouldn't take multi function buttons.
Heres one of the options I had for the current wheel - more or less the same, but with lower thumb grips as well.
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