“A LIFE IN FURS…”
The Champs-Elysées flagship
Serge Ghnassia comes from a long line of fur-makers. In 1993, his grand parents open and run a string of fur shops in Paris: the MILADY brand. In the 70s, his parents acquire a very desirable location: number 120 on the most prestigious strip in the world, the Champs-Elysées. Like its owner, the address has a history with furs, having been the location of a renowned fur shop at the start of the XX th century.
Brought up in the world of furs like others in the science of great wines or the timeless art of watchmaking, Serge Ghnassia begins his fur making apprenticeship at 14. In the backstage of his parents’ shop, he was imbued with the enriching experience of the “Chambres Maîtres” of the brand. Naturally talented, he quickly learnt the rudiments of fur sorting or the extensive work required by Mink. His sensibilities soon encompassed wonder for the colour, emotion for the feel, the texture and the density of the fur.
Luxury is eternal, timeless, like your fur..
Hand work on a Breiswantz astrakan
At work on a Mink Garment
Coats awaiting modification