Everything denotes a quintessentially Parisian and tasteful craftsmanship.
As the oldest leather goods manufacturer still in business, Goyard has been recognized for craftsmanship and quality since its inception. However, the brand has also been famously media-shy, eschewing advertising, online purchasing and any sort of publicity. However, here is what we know about the history of the mysterious maison.
Related: Vintage Luggage & Trunks: Where to Begin
Founded in 1792 under the name Maison Martin, the company produced custom-made trunks for the French aristocracy and was granted the official purveyor for HRH Marie-Caroline of Bourbon-Siciles, Duchess of Berry.
A half a century later, François Goyard joined the company as an apprentice before taking over the company in 1853. Goyard the brand was born, and its headquarters are still located to this day on the Rue Saint- Honoré in Paris. Goyard became synonymous with luxury in the golden age of travel and high-end luggage.
Related: The Golden Age of Travel and the History of Luggage Tags
Francois' son Edmund, who took over in 1885, helped to transform Goyard as we know it today. He designed the iconic Goyardine chevron pattern, inspired by the "Y" in the Goyard name, which would decorate their luggage and bags from then on. In 1900, he exhibited his trunks, luggage and accessories at the 1900 World Exposition of Paris, where he won a bronze medal for his "quintessentially Parisian and tasteful craftsmanship." Related: The Story of the Trunk: From a Suitcase to a Treasure Chest of Memories
His son Robert patented the Goyardine pattern on canvas and also expanded the range of products when he ran the company until 1979. The company remained in the Goyard family until 1998 when it was purchased by French businessman Jean Michel Signoles, who brought Goyard into the 21st century by opening multiple boutiques worldwide and introducing 12 new colorful hues of the Goyard pattern.
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Goyard's client list reads notably with names such as Pablo Picasso, the Duke of Windsor, Estée Lauder, Coco Chanel, Cristobal Balenciaga, Karl Lagerfeld and the Rockefellers sporting Goyard luggage. When it comes to personalization, Goyard prides themselves on allowing only their customer's imagination to be the limit. Sir Arthur Conan Doyle's legendary trunk included a fully-equipped office.
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Today, Goyard remains one of the premier French luxury brands, perhaps now better known for its stylish St Louis canvas totes than its elegant luggage and trunks. Each custom order is carefully handmade and registered and are often monogrammed with the owner's specifications.
Related: Louis Vuitton: The Man Behind the Monogram
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Original Goyard trunks from the 19th and early 20th century fetch high prices at auction today. The current record for a single large trunk is $19,791 that sold at Artcurial in 2009. A trunk wardrobe from 1880 sold for $16,821 in 2013. However, smaller accessories and bags are available on Barnebys for as low as a few hundred dollars for those seeking to acquire a piece of the glamorous, yet discreet Goyard.
