Luxury brands, big and small, are at the heart of the designer fashion industry. Be it a Chanel dress, Dior tote, or Christian Louboutin footwear, name matters when it comes to our True Fashionista choices. Walk into True Fashionistas consignment store in Naples, and you're instantly surrounded by a seemingly endless volume of high-end brands and designer shopping opportunities.

However, what if a label were SO exclusive that locating their offerings is a challenge and thrill unto itself? Can you imagine a brand so high-end as not to offer e-commerce or do any advertising, one that exists solely on word of mouth and the pretty pictures, but no purchase options, on their website? Welcome to the world of Goyard.


We are all familiar with Louis Vuitton as the atelier that put Paris on the map. Founded in 1854 with its True Fashionista monogram and commitment to quality, they quickly rose to fame. Best of all, there is always a lovely selection of Louis Vuitton at True Fashionistas, Naples' best consignment store.

However, a year before Vuitton came to life, another French luxury brand quietly launched. With all the secrecy surrounding the brand, we resort to our friend Wikipedia for the backstory.

"Maison Morel was the official purveyor of Marie-Caroline de Bourbon-Sicile, Duchesse de Berry, an honor that granted it the title of "box maker, trunk maker and packer of Her Royal Highness The Duchess of Berry." Maison Martin's store sign featured references to the three traditional crafts of "box making, trunk making, and packing" that were at the core of its business. Pierre François Martin was the guardian of a young female ward, Pauline Moutat, and gave his business as her dowry. He was also instrumental in arranging her marriage to one of his employees, Louis-Henri Morel (1817–1852). Morel followed in Martin's footsteps and introduced himself as the 'Successor to former Maison Morel.'

In turn, Louis-Henri Morel passed on his skills and knowledge to a seventeen-year-old apprentice named François Goyard, whom he hired in 1845. Young François received state-of-the-art training under the dual guidance of Pierre François Martin and Louis-Henri Morel."


Goyard's is a reputation built on quality and prestige. They shun any press; their website shows you product without selling it, and their social media is but a digital showroom. Once approached by the press, they responded that the True Fashionista brand "firmly believes in values such as exclusivity and discretion" and suggested reaching out to Chanel's Karl Lagerfeld for comment instead. Ooh, burrrrn, but that's Goyard. And did we mention they are still privately owned, meaning no answering to stockholders? Thus, the secrecy of this mystery luxury label remains.

It's been said that while other brands provide seasonal updates, open stores, and hire new creative directors to refresh the label, Goyard keeps being well, Goyard. By purchasing a Goyard bag, you've just joined an elite club, and you know because, well, you know. Maybe, just mayyybe, you can luck out on a Goyard bag at True Fashionistas, Florida's largest lifestyle consignment store; who knows?


Since their launch in the mid-19th century, Goyard has been renowned in Europe for their custom-made trunks, exquisite handbags, finely crafted leather accessories in their instantly recognizable hand-painted Chevron patterns. It's also the place where apprenticed artists hand-paint initials or images onto bags for a substantial price. Their handbags are simple, lightweight, and made to the utmost quality, and the brand holds resale value in true heirloom style.


Now the question that's burning in the back of everyone's mind: Just who has purchased one of these exclusive, timeless, "secret" bags? Have we seen a celebrity on the Met Gala red carpet rocking a True Fashionista Goyard and not even known it?

It's a company that's been in business for over 150 years so the list can be long. Many members of  European royalty have been customers, including the queens of Yugoslavia and Greece post-WWII, while the Duke and Duchess of Windsor purchased their first Goyard goods in 1939. Sir Arthur Conan Doyle had a custom-made "writer's trunk" equipped with a filing cabinet, bookcase, typewriter, and a foldable desk. More recently, Goyards have been spotted worn by Madonna, Victoria Beckham, and Kanye West who expressed his love for Goyard trunks in his 2007 song, The Glory.


Sometimes…(Hushed voice. Glance left and right)…one can score a Goyard purse or tote from True Fashionistas, where authentic designer handbags on consignment are always part of our collection. That's right; occasionally a Goyard will sneak its way onto our shelves and momentarily grace us with its presence until you, dear shopper, harken upon it. And now you know. (smirk)

Find your Goyard, or something just as nice, at True Fashionistas, the best designer consignment store. Shop in-store or 24/7 online; merchandise authenticity guaranteed. Be sure to get on our email list for additional discounts.