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.

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