For over two centuries, Goyard has built its reputation on discretion. Founded in 1792, the French Maison is best known for its iconic Goyardine canvas, meticulous craftsmanship, and a long-standing commitment to privacy. The brand has never advertised, never used celebrity endorsements, never sold its products online — relying instead on word of mouth and a handful of boutiques around the world.
Until now.
Image courtesy: @Goyardofficial
In a rare (and very Goyard) digital debut, the Maison has launched an online personalisation service, letting clients order from a curated selection of around 40 personalisable pieces. Items include the iconic Saint Louis tote, alongside a range of small leather goods, from cardholders to pouches.
Through the new service, clients can choose their item’s colour from Goyard’s eleven signature shades — think timeless black, rich burgundy, deep green, and more — before adding their own personal touches. Hand-painted initials, stripes, and motifs can be applied in a variety of hues and styles, each finished by Goyard’s artisans. The personalisation process takes around two to three weeks. As every piece is made uniquely for its owner, all personalised items are final sale.
Read also: Customized Goyard: Is Personalization Worth It?
Image courtesy: Goyard
To access the service, clients must first create a Goyard account online, which unlocks the ability to order from the maison’s curated selection of personalisable pieces and access exclusive client services.
Pricing for the Saint Louis PM starts at $2,060 for a tote customised with two initials. For comparison, a regular Saint Louis PM purchased in-store without customisation is $1,890.
Read also: Goyard Just Raised Prices Again in 2025 — Here’s How Much More You’ll Pay Now
Image courtesy: Goyard
So, what do you think? Is Goyard’s move online a welcome evolution, or do you prefer the thrill of hunting down its treasures in-store?
- Anna McWhirter posted 2 days ago
- last edited 14 hours ago
