Beyond the Logo
Atlanta is set to get a closer look at a side of luxury that is not often accessible in the city.
On Oct. 2-3, Monogramme will host its Salon, bringing 12 independent luxury brands and artisans to Atlanta. Some of the makers will be attending in person, giving guests the opportunity to meet the people behind the products.
For Monogramme founder Joshua Davis, the event is about craftsmanship, access and showing Atlanta what is available beyond the luxury names most consumers already know.
But the story behind Monogramme started with something much simpler: helping someone feel good in what they were wearing.
From Overstock to Image Consulting
Davis began buying and selling loss and damaged merchandise before moving into overstock clothing. Around 2007, he began buying overstock from retailers such as Macy’s, Bloomingdale’s and Neiman Marcus.
His interest in clothing took on a different meaning after the 2008 economic collapse.
Davis’ best friend’s father owned a paint store that relied heavily on new construction. When the market crashed, the business suffered major losses. His friend’s mother asked Davis if he could help her husband find work.
Davis had clothing available, so he put together a simple outfit for him: slacks, a dress shirt and dress shoes.
The change in the man’s confidence was immediate.
“He saw value in himself again,” Davis said.
The experience made Davis realize that clothing could do more than change someone’s appearance. It could change how they felt.
“I had just helped someone and it was an incredibly compelling feeling,” he said.
Davis went on to work in image consulting before starting his own company in 2011.
His approach has always started with the client rather than the clothing. He wants to understand how a person spends their time, from work and social events to religious and romantic occasions, and what they want to communicate in each setting.
For some clients, that can mean making alterations based on their individual needs. Davis has worked with clients with scoliosis and clients with sensory sensitivities, finding ways for them to feel comfortable and confident in professional settings.
More Than a Personal Shopper
Over time, Davis’ work expanded beyond clothing.
He became interested in understanding what actually makes a product high quality. That can mean looking at fabric and construction in clothing or different materials and production methods in other categories.
“Quality when buying a shirt is different than quality when buying a wine glass,” Davis said.
That research became part of Monogramme’s approach. The company studies different markets, listens to what clients need and narrows thousands of options down to the products that make the most sense for them.
Davis describes Monogramme as a company of “luxury decision makers,” rather than personal shoppers.
The difference, he said, comes down to experience.
Clients may have the resources to purchase the best products available, but they may not have the time or knowledge to research every category themselves.
Davis gave the example of a client looking for a high-end coffee maker. The client’s assistant purchased what she believed was the nicest machine available at a major retailer. Davis said the machine was actually below what he would consider premium in the category.
The issue was not that the assistant made a bad decision. She simply had not been exposed to what else was available.
“You can’t blame her for that,” Davis said.
That is where Monogramme comes in.
The company helps clients understand the market, make decisions and handle the execution.
What Luxury Means to Davis
Davis has spent years studying what separates a good product from an exceptional one. His definition of luxury is not based solely on price or a recognizable logo.
“Luxury is the ability to have what you want when you want it,” he said.
For Davis, that means understanding how a product was made, whether it is worth the price and whether it fits what the client actually wants.
He sees luxury as a range. At one end is finding the best value for the money. At the other is artisanal craftsmanship, where nearly every part of a product has been considered and refined.
That same thinking applies to experiences.
Davis shared the story of a client who wanted to visit a castle in Scotland that was technically closed. Instead of accepting that the visit was not possible, Monogramme arranged for the client to travel by private helicopter.
The change in transportation helped open the door to a private tour of the castle and dinner with its owner.
For Davis, that is part of the company’s value.
“We just have experienced more things, and therefore, we know what’s possible and what to ask for,” he said.
Bringing the Makers to Atlanta
That idea of access is also what Davis wants to bring to the Monogramme Salon.
Davis said it is rare for Atlanta consumers to have direct access to this level of craftsmanship. Many of the international brands attending the Salon do not typically have Atlanta on their retail plans.
This time, the makers are coming to the city.
In some cases, the owner or artist behind the brand will be there personally.
Among the attendees are a highly regarded shirtmaker, one of the world’s notable shoemakers and the only female tailor with a shop on London’s Savile Row.
For Davis, bringing these brands to Atlanta is also about showing them that the city has an audience for this type of craftsmanship.
Atlanta has consumers who care about quality and have the resources to purchase it, he said. The Salon gives those consumers an opportunity to experience brands they may not otherwise encounter.
“We do value craft still,” Davis said.
The event also introduces Monogramme to a wider audience. The company has largely grown through private clients and word of mouth, making the Salon one of the few opportunities for people outside that circle to experience what Monogramme does.
For Davis, the goal is simple: introduce Atlanta to brands that are difficult to access and give people the opportunity to see what exists beyond the familiar names.
“If you care about quality, both of experience and product, you should be very interested,” Davis said.
For two days, Atlanta consumers will have the chance to decide for themselves what exceptional craftsmanship looks and feels like
WHAT TO KNOW: MONOGRAMME SALON
When: Oct. 2-3
Where: Atlanta
What: A two-day event featuring 12 independent luxury brands and artisans.
What makes it different: Several of the participating makers are traveling to Atlanta themselves, including brand owners and artisans.
What to expect: Guests will have the opportunity to meet makers, explore their products and experience craftsmanship that is not typically accessible through Atlanta retail.
Why it matters: Monogramme is using the Salon to connect Atlanta consumers with independent makers and show participating brands that there is an audience for this level of craftsmanship in the city.
More information: Visit Monogramme’s Salon website: https://www.monogramme.co/
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