Takin' on Louis Vuitton - Go Goyard!

There is a saying that goes, "The Rich scream. The Wealthy whisper." If that's the case, then cast aside your gauche Louis Vuitton wares and longings, tiptoe over here and I'll discretely divulge some information about the luxury travel goods brand of La Maison Goyard.

"Goyard? Who is Goyard?" you may ask, and I'm sure they would be glad, as sometimes the exclusivity that comes from being lesser-known is preferable.

Goyard is arguably the superior craftsman to Louis Vuitton in the luxury luggage arena. Both entities have distinctive French pedigree, having been established within a year of each other in 1853 and 1854 respectively, though even on this point each company would argue their true right to being known as "the oldest".

Goyard's custom luggage is painstakingly made by hand in the tradition of its wooden chest and trunk-making forefather, Edmé Goyard and founder, François Goyard. Goyard products proudly display a signature chevron pattern, a symbol that was readily recognized for a time on trains and boats, as well as in expensive hotels, denoting rank-in these cases being 'high'.

While Louis Vuitton has emerged the marketing behemoth, Goyard has been quietly plying its recognition through a deep but narrow channel. While you can purchase Louis Vuitton merchandise virtually anywhere around the globe, there are only nine-yes, count them on your two hands-nine stores in the world besides its flagship in Paris where you can buy Goyard luggage. In the United States (come closer, I'm going to whisper even more softly), the only merchants not bearing the 'Goyard' name deemed suitable to carry the line are Bergdorf Goodman and Barney's. So if your best gal-pal tells you she scored a Goyard makeup trunk case on a recent trip at an unmarked location on New York's Canal Street, be kind in consoling her, because you can best believe it isn't the genuine article.