Going beyond fleeting trends and displays of social status, Founder of MAIA Luxury Nicola Morris has redefined what it means to collect Hermès. Born into a noble heritage, Nicola’s philosophy is rooted in cherishing legacies and honouring craftsmanship. She has built a discreet yet powerful haven for those who see beauty beyond logos. Now available in the UAE, Nicola speaks to L’Officiel Arabia about her journey, her approach to curation and most importantly, why true luxury, for her, moves to its own rhythm..
Delna Mistry Anand: Your extraordinary lineage traces back to Caroline Bonaparte, Queen of Naples, and British aristocracy. How has this rich heritage shaped your sense of beauty and refinement?
Nicola Morris: Thank you, it’s a heritage I hold with quiet pride. My mother had a deeply traditional sensibility but was always effortlessly ahead of her time. That balance shaped my own aesthetic. I’ve never been drawn to fast fashion or the need to signal status through logos. What moves me is the enduring beauty of craftsmanship; pieces created with discipline, patience and intent. Today, I deal in masterworks that embody decades of artistry, not just trend-driven moments. It’s this philosophy, rooted in both imperial tradition and noble restraint, that continues to inspire everything I do.
"What moves me is the enduring beauty of craftsmanship; pieces created with discipline, patience and intent."
When so much of luxury today feels curated for the moment rather than crafted for a lifetime, what does true luxury mean to you, as a curator and connoisseur?
Luxury is personal - full stop. For years, many believed it could be manufactured quickly, given enough money and clever branding. But true luxury isn’t surface-level. It’s about understanding and honouring rare skill - the kind of craftsmanship that produces pieces meant to endure, not just physically, but also personally. For me, luxury is something that grows more beautiful over time, passed down through generations, acquiring meaning and cherished memory. That’s the difference between a fleeting trend and a masterpiece.
What was the inspiration behind creating MAIA Luxury, and what significance does the name hold for you?
The inspiration behind MAIA comes from my deep desire to preserve and honour what is truly rare. The name itself is quietly symbolic: MAIA is the mother of Hermès in Greek mythology, and she epitomised grace and guardianship. This feminine energy is echoed in my coat of arms, where two allegorical female figures stand as protectors of legacy. And that is why I was drawn to this name not for its simplicity, but for the depth it holds.
When curating pieces for the MAIA collection, what guides you most? Is it the craftsmanship, the provenance or an instinctive sense?
It’s very much a mix, but always guided by instinct. I’ve always had an eye for detail, not just for what people want, but for what they’ve not yet discovered. Rarity fascinates me, especially the pieces that feel intimate, even among masterpieces….
"Rarity fascinates me, especially the pieces that feel intimate, even among masterpieces."
In all your experience working with collectors across continents, how according to you, has the mindset of the collector evolved over the years?
There’s a clear shift toward rarity, provenance and pieces that carry deeper meaning and enduring value. Collectors have become far more discerning. In the Middle East especially, clients are seeking the exceptional and they have a sophisticated understanding that these handbags are not merely fashion statements, but in fact curated works of wearable art. They see how each piece is chosen with intention, often as part of a wider collection, much like acquiring fine art or haute joaillerie. It’s a level of connoisseurship I deeply admire.
After London, Dublin and Hong Kong, why did Dubai feel like the right next chapter for MAIA, and why now?
Dubai is the right next chapter for MAIA because it has become the interaction hub of the world. There’s a forward-looking energy here, paired with a deep appreciation for heritage. What I find remarkable is the generosity of spirit - people here are not shy to invest in what they love, and they wear it with pride. It’s a city that honours both the future and the timeless, making it such a perfect home for MAIA.
There is so much emotion in the way you’ve said, “these bags weren’t just made, they were born.” Is there any piece in your collection that carries an especially meaningful story for you?
I have to be discreet, of course, but there is one piece that stands apart; a handbag entirely encrusted in diamonds, holding a place among the most valuable ever sold. It’s a true masterpiece in terms of rarity and craftsmanship. I was genuinely honoured to be entrusted with such a transaction. The price, the provenance, the responsibility, all makes it exceptional.
"Each piece holds its own story, brought to life by masters of their craft."
Investments, indulgences or modern-day heirlooms; how do you see these beautiful pieces yourself?
Each piece holds its own story. Each of these creations are brought to life by masters of their craft, often trained for decades. In some cases, the process takes longer than bringing a child into the world. Every detail, every stitch, is executed with intention and precision, and that’s what sets Hermès apart. The house continues to push the boundaries of craftsmanship, collaborating with the most revered métiers d’art - from plumassiers and marqueteurs to joailliers, brodeuses, and beyond, to create its most exceptional, limited-edition pieces. The result is something that transcends fashion: a work of art, a future heirloom, a legacy. My clients approach these pieces with deep reverence. And so, whether as investments, personal indulgences or treasures to pass on, one thing remains constant: they honour what these bags represent, and I’m honoured to be the one they trust to find them.
And finally, when you look ahead, what do you hope MAIA will come to represent, specifically in the way people choose to own, value and pass their heirlooms forward?
I hope MAIA will come to represent the most carefully curated collection of Hermès in the world, as a living archive of rarity, beauty and significance. These pieces are true cultural assets. Hermès has earned a reputation of being the new ultra-luxury commodity one that not only appreciates in value, but offers remarkable liquidity when needed. More than anything, I want MAIA to redefine how people think about ownership, not as fleeting trend or status to flaunt but as legacy to be cherished, lived with and passed on with pride.
Discover more at maialuxury.com or follow @maialuxury for timeless Hermès curation.
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