How Luxury Heritage Brands Use Monograph Books as Sales Collateral
Forget the 12 page digital brochure. Hand them a 200 page leather bound legacy.
2 minute read · Grosvenor & Guild Print, London
Three Mayfair businesses replaced their brochures with books and changed the conversation with their best clients. Here is what they made and what happened next.
The brochure problem
A digital brochure is read once, on a phone, between two other emails. A printed brochure lasts slightly longer before it reaches the recycling. Neither carries weight in the room where a client decides to spend a quarter of a million pounds. Heritage brands have understood this for a long time. Increasingly, so have professional firms.
Case one: the Mayfair jeweller
A family owned jeweller with a Bond Street history dating back four generations commissioned a 208 page clothbound monograph documenting its archive pieces, workshop and craftsmen. We produced 250 copies with a navy buckram case, copper foil, sewn sections and a tipped in frontispiece. The books are given, never sold, to clients considering bespoke commissions. The managing director reports that conversion on high value commissions rose noticeably in the year after the book was introduced, and that clients now ask for the book by name.
Case two: the architecture practice
A practice specialising in private residences needed something more persuasive than a PDF portfolio. We produced a 160 page landscape format hardback on 170gsm uncoated stock with full lay flat sewing so that photography ran uninterrupted across spreads. Run length was 150 copies. Each book is presented at the first client meeting. The partners describe it as the single most effective piece of business development material they have made.
Case three: the estate planning firm
A firm advising families on succession produced a 120 page guide bound in bonded leather with blind debossing and gilt edges. Fifty copies were made. It is given only to families who have engaged the firm and it sits, by design, on the desks of the next generation. Referrals within client families have followed.
- All three books were produced in runs between 50 and 250 copies
- All three used sewn bindings and premium cloth or leather
- All three replaced a digital or lightweight printed brochure
Make your own legacy piece
Request our sample pack to see the cloths, leathers and papers used in these projects. Then talk to us about the story your brand should be handing over.
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