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In 1853, François Goyard opened a trunk-making shop on Rue Saint-Honoré in Paris, a year before Louis Vuitton. The brand became the official supplier to European royalty and aristocracy, crafting everything from luggage to pet carriers.
What makes Goyard unique is its discretion. The brand refuses to advertise, operates no e-commerce site, and sells only through a handful of boutiques worldwide. This "anti-marketing" strategy has created an air of mystery that attracts connoisseurs. The Y-pattern print (Goyardine) is instantly recognizable yet never ostentatious—this paradox is perhaps Goyard's greatest charm.
Pre-owned Goyard is relatively rare precisely because the brand itself is scarce. Boutiques are often out of stock, and with no online shopping option, acquiring a piece often comes down to luck. This makes the vintage Goyard market particularly active and a primary avenue for many to access the brand.
Goyard St. Louis is the brand's most popular style. This Y-pattern tote is surprisingly lightweight and folds down to take up almost no space. With no zipper closure, it offers easy access, and comes with a detachable pouch that can be used independently. Available in PM and GM sizes.
Goyard Artois is an upgraded version of the St. Louis with a zippered closure, making it more suitable for daily commuting. If you're concerned about the security of an open tote, Artois is the better choice.
Goyard Anjou is reversible, featuring Goyardine canvas on one side and solid leather on the other, allowing you to switch between two styles effortlessly.
Goyard Saïgon handbag has a more structured silhouette with top handles and a detachable shoulder strap, ideal for formal occasions.
Goyard's client list has always been shrouded in mystery. The brand doesn't use celebrity endorsements and rarely appears in advertisements. Yet this discretion has become an attraction in itself—beloved by celebrities but rarely seen in public, owning a Goyard has become a mark of being "in the know."
Many celebrities use Goyard privately, but the brand never actively promotes this. This attitude contrasts sharply with the flashy marketing of other luxury brands, winning over clients who seek understated elegance.
Personalization services are in high demand. Goyard offers hand-painted lettering and motif services, allowing you to add initials or special designs to your bag. This personalization is a brand signature, and customized vintage Goyard pieces sometimes command even higher collector value.
Limited edition colors are becoming collector hotspots. The brand periodically releases special colorways, such as annual limited edition hues, often available only in select regions and in limited quantities. In the pre-owned Goyard market, limited colors typically command higher prices than standard ones.
St. Louis remains the most popular. This classic tote is the brand's gateway piece, highly practical and often the first Goyard for most people.
Goyardine canvas is the brand's signature material, woven from cotton, linen, and hemp fibers, then coated with a water-resistant resin. This material is lightweight and durable, typically aging well in pre-owned condition. When shopping, check for peeling or discoloration of the canvas.
Leather details such as handles and piping are indicators of usage level. These areas are prone to wear and are common problem spots on pre-owned bags.
Personalized pieces require attention to the customization content. Generic motifs or popular initials are relatively easy to resell and may even add value. However, highly personal names or unique designs may affect resale value as buyers might not find them suitable.
Pre-owned Goyard offers access to this "connoisseur's choice" of understated luxury. With limited retail channels, the secondary market is often the most convenient way to acquire the brand.
