Luxury

With her 7-year-old leather goods brand, Métier, Melissa Morris is rewriting the rules of luxury. By design, despite traditional theories about the business implications, Métier bags aren’t meant to be replaced. And, in contrast to the cold and intimidating feel that’s become synonymous with luxury retail, Métier’s first store, in London’s Mayfair neighborhood, is intentionally warm and inviting. As players across the luxury spectrum compete for consumers’ attention with splashy events and campaigns, Métier has instead practiced restraint in marketing, strategically placing breadcrumbs allowing discerning consumers to self-discover the brand — in their minds, anyway.