About
About
STEEL
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NICOLE STEEL
Founder & Designer
Setting out to invent and design a solution to wear my smartwatch with style sent me on a journey to find the finest materials available.
Through this process, I began my investigation of the current market and construction of luxury goods. As an avid collector myself, I realized there was a void. I wanted to have something classic yet fun and fresh, but exquisite quality.
I felt convicted to create and make goods on another level of craftsmanship, particularly in America, where I was told the craftsmanship I envisioned for STEEL American Luxury was impossible. Now I was determined.
I started to feel a deep sense of pride and passion in dreaming up and creating the most exquisitely-made goods possible.
From a place of solving a practical problem, the fire to create and design was set ablaze and could not be stopped with the watch styles. The artist within me was finally at the forefront and alive.
My designs are heavily influenced by a lifestyle of travel, childhood summers in France and throughout Europe and an upbringing in awe of the architecture and symmetry of New York and Paris.
At STEEL American Luxury, nothing is impossible and every detail is critical. Our Icon mark symbolizes our brand values that we promise to our clients: Craftsmanship, Creativity, Integrity and Passion.
