Luxury Clientele are Shopping Discreetly

William Goldberg, the diamond dealers in Manhattan, amongst many other luxury boutiques, are arranging more in-home visits and hosting friendly gatherings amongst its elite clientele, to allow them some reprise from a feeling of “vulgarity” if they are seen shopping in this current economic climate.

With luxury shoppers now feeling embarassed about purchasing more bling, the new ‘in’ activity is to attend invite-only sessions hosted by friends, in a hotel suite, or a private showroom.

“We’re like a little secret that people want to share, but not with just anybody,” said Eve Goldberg, part owner of William Goldberg, to the New York Times.

These little exclusive gatherings are becoming what consumer psychologist Eric Spangenberg calls,” the high-end equivalent of a Tupperware party.”  The difference it offers compared to department stores is the social element, usually with people you already know, or – most strategically – with the people you will want to know; all in an intimate, friendly setting.

• Sources: NYT, William Goldberg