Photographs Guy Hills
Joseph Ettedgui
> PROFESSION: RETAILER
> AGE: 68
> NATIONALITY: Moroccan
JOSEPH ETTEDGUI IS A RETAIL LEGEND. For over three decades, he’s been at the forefront of high fashion with his eponymous stores. Joseph knows that one of the most important weapons in the retailer’s arsenal is mixing with customers: “When you build a brand you must know the people you want to impress. I have always spent a lot of time in my stores, listening to customers.”
More recently, Joseph has been employing his arsenal in the world of luxury leather goods. He was interested in English leather brand Connolly, where Isabel, his wife, is creative director. With a history stretching back over a century, Connolly produces interiors for Aston Martin and many other luxury marques. Six years ago, Joseph and Isabel purchased Connolly Luxury Goods with the intention of expanding its manufacturing and retail base, and later opened the Conduit Street shop. Connolly was ripe for diversifying: “There are some brands that get very old, then you have to renew them,” he explains. “With Connolly, there was only the heritage – the quality of the leather – and a name, so we could start from fresh, in a traditional but modern way. The world of Connolly is about travel, about cars, and we build round what works in clothing and accessories.”
“When you’re involved in fashion it changes every six months,” Joseph says. “With luxury markets you’ve got to be patient. You’ve got to learn how to see things, ensure quality. I want items that will last, even stretch generations.” At the Connolly shop customers will find elegant and understated jackets and coats made from the softest leather, beautiful bags, unique gift ideas and accessories in rich colours. And probably Joseph, on the shop floor, testing reactions. joanne glasbey
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