By  on May 8, 2013

LONDON — To say that the British eyewear-maker Cutler and Gross, whose customers range from Victoria Beckham and Lady Gaga to Lapo Elkann, Elton John and the South Korean singer du jour, Psy, approaches luxury the old-fashioned way is putting it mildly.

The brand, which will cut the ribbon on its first U.S. store on Thursday at 110 Mercer Street in Manhattan, is entirely self-funded; it does not advertise; its handmade and bespoke products are not branded, and everything from sampling, and production to marketing and its magazine is done in-house. There are no discounts and no sales.

Majid Mohammadi, the company’s chief executive officer and co-owner, is not interested in expanding his customer base too much, because it would take the shine off the brand’s exclusivity and overwhelm the company’s production facilities in Italy’s Veneto region, also home of the eyewear giants Luxottica and Safilo.


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