(CNN)Shoppers who enter the Buscemi boutique in downtown Manhattan searching for the footwear brand’s signature leather sneakers are greeted first by five gilded pyramids.
The structures, according to the label’s founder, Jon Buscemi, have significance beyond their role as an eye-catching display.
“It’s a mix to showcase the shoe and to tell the story of going to the beginning, where luxury started,” Buscemi explains. “In Egypt.”
Though the reference Buscemi is making with the tableau is historical, the product he’s using them to highlight is modern. Since the store opened in September, the largest pyramid has housed a one-of-a-kind pair of diamond-encrusted white sneakers that retail for $132,000.
It’s an astronomical sum for a pair of shoes, but speaks to a strategy Buscemi has employed with great success since launching his namesake brand in 2013.
The first batch of 100mm sneakers was limited to 600, but Buscemi now produces thousands of pairs of shoes a month, available in 37 countries.
Buscemi is privately owned and doesn’t disclose revenue, but private equity firm Lion Capital, which previously backed John Varvatos and Jimmy Choo, invested an undisclosed amount in Buscemi in November 2015, a show of faith that the brand has room to grow, even with their controlled availability.
As for the one-of-a-kind diamond sneakers, Buscemi says they sold to an unnamed private client.
“We did it for fun,” he says. “It’s great to see that that guy actually exists out there and bought the shoe.”
Read more: http://www.cnn.com/2016/12/01/fashion/buscemi-132k-diamond-sneakers/index.html
source http://wz2s.net/marketing-genius-or-mad-man-the-man-who-sells-sneakers-for-132k/
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