2 Custom Designers Whose Brand Is Quality

NEW YORK (TheStreet) -- If selling luxury items is about making buyers feel like they're part of a glamorous, exclusive club, Joel Storella and Salvatore Vitiello just made that club more exclusive.

Storella and Vitiello are part of a breed of designers offering something many brands lost touch with in pursuit of worldwide sales and success: bespoke or custom items made in small studios in consultation with a client. When finished, the pieces do not come with a conspicuous designer label or look so well known the designer is recognizable immediately.

Buy a Coach bag and everyone knows it's Coach. The same holds true with Louis Vuitton bags and the ubiquitous LV logo or Tommy Hilfiger clothing or Lacoste.

For many, the status-boosting label is part of the attraction. But not so for some who are gravitating toward a different form of luxury, which is where designers such as Storella and Vitiello come in.

Storella, a Boston leather accessories designer, specializes in hand-stitched bags for men and women.

You would never know a Storella bag if you saw one. And in many ways, that's the point.

"I saw a need in the world for something that's unique," 35-year-old says Storella during a recent telephone interview.

When Storella makes a bag for a client, he never repeats that creation. His process is more akin to commissioning a single painting from an artist. He meets with clients face to face, crafting pieces based on their ideas.

"What I'm making ... is a single client's vision. I'm creating what only existed in their head," says Storella, whose grandfather was a salesman for Jantzen and whose parents owned a clothing manufacturing business.

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