The founder zeros in on the importance of craft and history, explaining that when consumers understand a brand’s history and its iconic designs, it makes them connect with the brand more, increasing loyalty. “If they understand what it really means to own a Patek Philippe watch, why a steel watch from Rolex is so hard to find, or what makes the Bulgari Serpenti such a special piece of jewelry, they’re more likely to covet and ultimately collect these pieces,” she said.
The site’s name was inspired by Maharaja Bhupinder Singh, the ruler of Patiala in British India for the first 38 years of the 20th century, who was known for one of the finest collections of jewelry in the world. Shirley says his most famous piece was undisputedly the Patiala Necklace, which he commissioned from Cartier in 1928.
“It was extremely important to me that the site be easy to navigate and that the most important articles were front and center,” the founder said. The site is organized by category with an A-to-Z section that functions as a table of contents, so readers can quickly locate what they’re looking for and peruse new topics. “Since most media is organized in reverse-chronological order, the most important stories can easily get lost in the archives.
Another defining feature of La Patiala? Its long-format deep dives into all aspects of luxury, including easy-to-understand guides, historical overviews, curated shopping recommendations, contemporary reviews and intimate explorations of the world’s most prestigious brands. “For me, something exceptional has exquisite craftsmanship and is rare,” Shirley explained when asked to define her golden standard. “I love learning about brands and artisans who are keeping ancient métiers d’art alive. I’m sure they’re losing money producing some of these pieces, but they’re preserving history in the process.”
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