This new luxury backpack shows how the world how luxury is changing and not only the logo matters to define luxury products.
Rather than buying brand-name bags or recognizable $20,000 Birkins, the ultra wealthy are choosing to have one-off items made entirely by hand via artisans who work in small studios or even at home, and who sign their handiwork discreetly, if they sign it at all.
This black pack is from Joel Storella that worked as a style consultant at Hermès for seven years before he left the company in 2010 to start his own business making five- and six-figure leather cases, bags and trunks, and servicing a cadre of clients that would make any Barneys sales manager salivate.
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He says it’s the best decision he ever made.
Storella lives in Boston—he sews the bags in a studio using traditional saddlrey tools—and personally delivers them to the people who ordered them. It’s the least he can do, since women’s bags in alligator or crocodile start at $25,000. And this is what we can call a luxury costumer service.
The fact that those are hand-made takes every single piece too take a long time to be produced. The works are so time-consuming that Storella has capacity to make only 10 or 12 a year, depending on the detail involved; he’s currently making a large trunk covered in pure alligator skin that he personally picked out from a farm in Georgia.
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