“Hertli, the chief executive of Rococo Dessous, discovered the missing sparkle while a consultant in oil-rich Qatar. Speaking to private banking clients there, he realized wealthy people’s love of all things gold was going unfulfilled in the under-there department. After moving to the U.S. and enrolling in Columbia Business School, he teamed up with former Victoria’s Secret designer Breanna Lee to launch the first fashion line using gold thread sourced from Switzerland, according to the company. ‘The materials are surprising soft and durable,’ Lee wrote in an email.”
http://www.nbcnews.com/business/golden-threads-undie-drawers-wealthy-6C10853223
