For the Founder & CEO of Ahmad & Co. (A&Co.), true luxury isn’t about visibility or excess—it’s about craftsmanship, legacy and creating objects that become deeply personal over time.

By Journalist Priya Lalwani

Luxury has often been measured through exclusivity, prestige and price. But for Nasir Ahmad Shaikh, Founder & CEO of Ahmad & Co. (A&Co.), luxury begins somewhere far quieter. It begins with memory, craftsmanship and the emotional relationship people develop with the objects they choose to keep. Built in memory of his father, Ahmed, A&Co. creates bespoke and limited-edition luxury pieces—from fine writing instruments and watches to handcrafted footwear and artefacts—designed not merely to be owned, but to become part of a person’s story. At The Founder’s Edit, Nasir Ahmad Shaikh shares insights on building a purpose-led luxury house, preserving craftsmanship while scaling, and why the future of luxury belongs to brands that create meaning rather than simply products.

Unlike many luxury brands born from market trends or commercial opportunity, A&Co. began with something deeply personal.

Following the passing of his father, Ahmed, Shaikh found himself reflecting on the values that had quietly shaped his own life—dignity, discipline, refinement and a deep appreciation for things crafted with care.

At the same time, he became increasingly aware of another shift.

Much of modern luxury appeared to be moving towards visibility rather than meaning.

Products were becoming louder, while emotional connection was becoming quieter.

That contrast became the beginning of A&Co.

Rather than creating another luxury label, Shaikh envisioned a brand where every object—a fountain pen, a handcrafted shoe, a watch or an artefact—could carry memory, identity and personal significance. Naming the company after his father transformed it into something more than a business.

It became both a tribute and a responsibility.

Building that vision required walking away from certainty.

After more than two decades with Marriott International, including serving as General Manager across multiple properties, and later leading The Lexicon Group as Group CEO, Shaikh chose entrepreneurship over an established corporate career. He left behind financial security, professional recognition and a clearly defined path to begin again.

Yet while careers changed, values did not.

Integrity, fairness, craftsmanship and purpose remained non-negotiable.

These principles eventually evolved into the philosophy that now defines the company: Grit, Grace and Growth.

For Shaikh, grit represents the courage to begin again. Grace reflects humility through uncertainty. Growth is the willingness to view every challenge as an opportunity to build something stronger rather than compromise.

One misconception about luxury particularly stands out to him.

Many people continue to believe luxury is defined by price, logos or extravagance.

He disagrees.

True luxury, he believes, lives within the quality of materials, the precision of craftsmanship and the emotional connection an object develops with its owner over time. A beautifully crafted pen or watch should communicate identity rather than status. It should become part of someone’s personal history rather than simply their collection.

Equally important, he believes craftsmanship has never become outdated.

In an era increasingly dominated by mass production, handcrafted objects become even more meaningful because they offer something technology alone cannot replicate: individuality.

The market itself reinforced that conviction.

As both a collector and enthusiast of watches, fountain pens, bespoke footwear and fine objects, Shaikh repeatedly encountered two extremes. Products were either mass-produced luxury lacking individuality or highly exclusive international creations that often felt culturally distant from Indian consumers.

Very little existed between those worlds.

A&Co. was created to occupy that space.

Rather than becoming another product-focused luxury company, it was built around meaningful commissions—pieces designed to commemorate milestones, celebrate relationships and preserve personal stories through craftsmanship.

His years in hospitality shaped that philosophy profoundly.

Luxury, he realised, has always been less about products than about understanding people.

That founding belief continues to influence every strategic decision the company makes today.

A&Co. deliberately favours limited editions, bespoke commissions and carefully curated collections over indiscriminate expansion. Every creation must possess a compelling reason to exist beyond commercial opportunity. Every relationship with artisans, collaborators and customers is built upon patience, transparency and respect for craftsmanship.

The guiding question remains remarkably simple:

Will this be remembered years from now—or merely purchased today?

In an increasingly saturated luxury marketplace, A&Co. differentiates itself through intimacy.

Its portfolio spans fine writing instruments, watches, made-to-order footwear, art and collectible artefacts, yet every product is united by one common thread: meaning.

The company serves collectors, connoisseurs, entrepreneurs, institutions and high-net-worth individuals seeking pieces that cannot be replicated through mass production.

Founder involvement remains central to every commission.

Rather than outsourcing creativity, Shaikh personally participates in the conversations that shape many bespoke projects, allowing customers to become collaborators rather than simply buyers.

Growth, however, follows a deliberately different philosophy.

For A&Co., scalability isn’t measured by production volume.

It is measured by the strength of the business without weakening craftsmanship.

Limited-edition collections create broader accessibility, while bespoke commissions remain intentionally intimate. Operational systems—quality control, communication, sourcing and presentation—continue to evolve, but hand-finishing, storytelling, design interpretation and material selection remain deeply personal.

Craftsmanship, Shaikh believes, isn’t a limitation to growth.

It is the company’s greatest long-term competitive advantage.

The people A&Co. builds for also reflect that philosophy.

Rather than defining customers by demographics, the brand defines them through sensibility.

Its clients value permanence over trends, craftsmanship over convenience and emotional significance over conspicuous consumption. They purchase fewer objects, but expect each one to hold lasting relevance.

The same mindset extends to institutions seeking meaningful gifting experiences that strengthen relationships rather than simply fulfil obligations.

Listening closely to those customers has fundamentally shaped the brand’s evolution.

One insight proved especially transformative.

Clients weren’t seeking customisation merely through engraved initials or colour choices.

They wanted participation.

They wanted to understand the inspiration, select materials, contribute to design decisions and become part of the creative journey itself.

That understanding shifted A&Co. from offering personalised products to creating deeply collaborative experiences.

Community, too, is cultivated differently.

Rather than pursuing scale through constant digital visibility, A&Co. nurtures long-term relationships through conversations around design, craftsmanship, collecting and storytelling. Founder interactions, private previews, bespoke consultations and limited releases create a sense of belonging that advertising alone cannot achieve.

For Shaikh, luxury relationships are built through trust rather than transactions.

Looking ahead, he believes the future of luxury will become increasingly transparent, personalised and accountable.

Technologies such as artificial intelligence, digital visualisation and Digital Product Passports will reshape how products are discovered, customised and authenticated. At the same time, customers will increasingly demand provenance, responsible sourcing and emotional relevance.

Yet despite technological progress, he believes the industry’s defining qualities will remain unmistakably human.

Craftsmanship.

Judgement.

Storytelling.

And personal attention.

Although financial growth remains important, Shaikh measures success through something less tangible.

Trust.

Repeat commissions, personal referrals and customers choosing A&Co. to commemorate life’s most meaningful milestones represent the clearest evidence that the brand has moved beyond commerce into emotional significance.

When someone says, “This feels like it was made for me,” he believes the company has fulfilled its purpose.

As A&Co. has matured, Shaikh’s own role has evolved alongside it.

Where he once managed nearly every detail himself, he now focuses increasingly on long-term positioning, strategic collaborations, organisational capability and protecting the standards upon which the company was founded.

Yet he remains closely involved in product development, key commissions and customer relationships because those conversations continue defining the character of the brand.

His leadership philosophy remains anchored in Grit, Grace and Growth.

Clarity.

Creativity.

Patience.

Judgement.

Trust.

And perhaps most importantly, listening.

Reflecting on his entrepreneurial journey, one lesson continues to shape every decision.

Not every setback is a signal to stop.

Sometimes it is simply an invitation to rethink the path while remaining faithful to the purpose.

Products may require multiple iterations.

Partnerships may take longer than expected.

Ideas may evolve.

The real failure, he believes, is not encountering setbacks—it is emerging from them without having learned enough to lead differently.

In an increasingly fast-moving luxury market, A&Co. offers a quieter perspective.

One where the finest objects are not those that attract the most attention.

But those remembered long after they are first held.