This Lifestyle Journalist Created A Quiet Luxury Brand

Annie Davidson Watson on the porch of her family home on Nantucket’s Step Lane—the house that inspired her creative operation. She’s wearing her signature One Shell of a Sweater in white, with gold-plated shell buttons. / Photo by Zofia & Co Photography

This article is from the fall 2025 issue of Boston Home. Sign up here to receive a subscription.

In today’s hectic world, slow living is something we all aspire to. Because when we take a more mindful, intentional approach to day-to-day existence, it’s easier to find enjoyment and purpose. For Steplane founder Annie Davidson Watson, Nantucket is a destination that’s synonymous with this mindset, and her company is working to showcase the benefits through its handmade products—many of which are created in partnership with local artisans. From cocktail napkins to cozy knits, Steplane honors heritage and craft through intentionally made goods that reflect a quiet luxury while preserving the beauty of everyday rituals.

For Davidson Watson, a Back Bay luxury lifestyle journalist with a lifelong family connection to the island, the formation of Steplane was a seamless way to bring two aspects of her life together. “It was taking my editorial background of being able to see what makes a high-quality product and then telling a story of my personal ties to Nantucket,” she says. The tactile manifestation of these elements is her family’s historic home on the island—located on Step Lane—which was built in the early 1800s by a whaling captain. “As I was developing this editorial, I started to notice stories in every detail throughout the house—from the scrimshaw mortgage buttons [commemorating the day a homeowner paid off their mortgage] that are mounted atop the entry stairwell’s newel post and made from whale bone to plaster walls that were inflated with horsehair.”

The Grand Fanfare cocktail napkin, an art deco–inspired scalloped fine linen, is ideal for seaside soirees. / Courtesy photo

Designed for celebration, the Cin-Cin with Fringe cocktail napkin is 100% linen and features hand-drawn scallops, petite pearls, and a fine finish, delivering breezy sophistication. It’s sold in sets of two or four. / Courtesy photo

And what started as a creative outlet for Davidson Watson has now expanded into an exciting opportunity not just for herself but also for Nantucket’s own. “We make some of our products ourselves, but we partner with local makers as much as possible, too,” she notes. “In terms of choosing products, I’m thinking about the experience first and finding ways to complement that through what you’re wearing or using in your home and vice versa.”

One of the items you’ll find on Steplane’s website is the One Shell of a Sweater sweater, a brand original. “The idea came from thinking about nautical sweaters that people wear, often with the big gold buttons. I thought, how can I make this feel very coastal but also something you wouldn’t find anywhere else?” Davidson Watson explains. “So I had the idea to have different types of shells on it that are still elevated because they’re plated in 18-karat gold.” You’ll also discover the Coastal Charm, which features hand-gathered stones from across Nantucket’s beaches sourced by a local goldsmith. “He collects them, takes them back to his studio, tumbles them for 10 days, does about 3 to 4 hours of handwork on them to set, and beds them with an ethically sourced recycled diamond (or other gems like sapphires and emeralds).”

A delicate hydrangea motif, handembroidered on a Steplane shirt pocket, nods to the island’s signature summer flora and the brand’s commitment to quiet luxury. / Courtesy photo

Steplane offers ongoing embroidery at Nantucket’s Ralph Lauren boutique. / Courtesy photo

The Crest Crew is Steplane’s ode to island adventures and nautical flair. With a clean, crest-inspired emblem subtly handstitched at the chest, this 100% Mongolian cashmere sweater features European gold-plated metal buttons and is available in heather gray and coffee. / Courtesy photo

Steplane has also branched out into custom embroidery, hosting live, in-store events with upscale brands such as L’Agence and Veronica Beard, and through partnerships with the Newbury in Boston, Solid & Striped, Alice Walk, and, most recently, Ralph Lauren. This service was launched after Davidson Watson purchased an embroidery machine to make her Crest Crew sweaters and realized the potential of expanding into more customization options, which could increase local reach off-island. “We’re offering the ability to take a well-made basic and make it your own,” Davidson Watson says. It’s a move that supports other area brands getting additional exposure while giving customers a more personal, sustainable option—saving both money and materials in the process.