CUSTOM MADE: London-based handbag maven Anya Hindmarch quietly opened a New York flagship on Madison Avenue last week. With fashion week now upon the city, the store held a proper, if subdued, launch party on Wednesday afternoon. On the second floor, where the company will offer its bespoke embossing services, Hindmarch was practicing a quality rare amongst handbag designers: brand agnosticism. “It’s all about your name on it, not mine,” she laughed. “So we’ll make something for you and it’s your name embossed on the product, your name on the box, and you can handwrite the message.”

She explained that she had recently made use of her own services: “I just made my son — because he’s moved to Beijing for a year because he’s studying Mandarin — I made him a big leather folio.…There’s this amazing poem called ‘The Dash,’ which talks about when you die, your tombstone will have the date you’re born and the date you die, and between it is a dash. So how do you live your dash? I just put a dash on the front and explained the concept and said you’re off to Beijing, this is your dash!”

This story first appeared in the September 5, 2013 issue of WWD. Subscribe Today.

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