On the customer-facing front, Shaun plans to launch Heirloom Editions of certain products. These will be limited runs or bespoke services that exemplify the heirloom-grade approach.

For example, a special line of suits or dresses with hand-embroidery of personal family crests or messages, intended to be literally passed down.

Or custom leather goods where a client can have a lining printed with their family tree or an important letter ( Shaun and his letter concept comes into play: imagine a bespoke jacket whose silk lining contains, in elegant calligraphy, an excerpt from the client’s own written words to their children truly making the garment a story).

These offerings capitalize on legend: luxury consumers increasingly seek personalization and meaning, not just logos. It’s also a differentiator that leverages the visionary brand and its' unique perspective on legacy.