The Secret to Tory Burch’s Success: Storytelling

Last February, Tory Burch got a gift from her staff to mark the 10th anniversary of her first store: a coffee-table book chronicling the company’s first decade. Every detail was perfectly on-brand, from the volume’s cloth cover (in a blue hue called “Tory Navy” that appears in every collection) to the numerous photos of family and friends. Though it contained few words, the book illustrated perfectly the cornerstone of Burch’s success: “It’s all about storytelling,” she said one morning as we sat at the kitchen table in her apartment, where the brand began. “It’s years of stories.”


The designer had no design training or entrepreneurial experience. So she built her brand on what she knew: her own story


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