Luxury of Leather and Jewelry
Apart of the VCU Luxury Program in New York City I was taking a Luxury Merchandise course. This was my final case study for this program that required me to analyze two luxury brands. One was considered “old money” and the other one was considered “new money luxury”. and evaluate how each brand approaches heritage, craftsmanship, pricing, customer experience, technology, and innovation in both physical retail and digital spaces.
Along with this assignment I was asked to conduct first hand research by visiting the brands store, to observe their omni channel experience, customer demographics, atmosphere, merchandising, and service approach.
Research On Gucci
Through my research and in-person visit to the Gucci flagship on 5th Avenue, I found that Gucci’s luxury identity is built on its rich heritage, artisanal leather craftsmanship, and bold, fashion-forward aesthetic. The store experience was immersive and elevated vibrant visuals, attentive service, and a strong sense of exclusivity that made every customer feel valued.
I also learned that Gucci’s target audience is style-driven, high-income consumers who appreciate statement pieces, while the brand continues to stay relevant through digital marketing, influencer collaborations, and a strong online presence. Overall, Gucci’s ability to balance tradition with modern innovation is what solidifies its place as a leader in global luxury.
Chrome Hearts
Research On Chrome Hearts
Chrome Hearts boutique in New York City, I learned that the brand represents a newer, edgier form of luxury rooted in rock-and-roll culture, handcrafted production, and intimate, exclusive retail experiences. Unlike Gucci’s large, vibrant flagship, Chrome Hearts offers a small, curated space where only a few customers are allowed at a time, creating a more personal and one-on-one interaction with sales associates. Their products ranging from sterling silver jewelry to leather pieces and even furniture are handmade, often produced in Los Angeles, and heavily influenced by the founders’ artistic backgrounds.
While Gucci embodies traditional European luxury with bold branding and a polished, high-fashion aesthetic, Chrome Hearts leans into understated exclusivity, craftsmanship, and cultural edge. The contrast between the two shows how luxury can be expressed differently: Gucci through heritage and global recognition, and Chrome Hearts through intimacy, artistry, and a cult-like following.
Outcome
Outcome/Reflection
Through this project, I gained a deeper understanding of the craftsmanship behind luxury leather and jewelry, especially how quality, material sourcing, and handmade techniques define the value of a luxury product. Comparing Gucci’s Italian leather heritage with Chrome Hearts’ American-made goat leather and sterling silver jewelry helped me appreciate the artistry and skill required to create these pieces.
Completing this assignment as part of the VCU Luxury Program in NYC not only earned me a strong final grade, but also opened my eyes to how much I truly love the world of luxury fashion. Immersing myself in these brands their materials, storytelling, and in-store experiences confirmed that this is an industry I’m passionate about and eager to continue growing in.
Visuals
