What It’s Really Like To Be A Personal Shopper For The 1%

*For privacy and security reasons, the name of the personal shopper has been withheld. Given the exclusive nature of their work with high-profile clients and luxury assets, maintaining discretion is paramount to protect both themselves and the clientele they serve. 

Our little black book is everything.  

The network we’ve built is the foundation of our White Glove service – and who we choose to work with matters immensely. Every day we’re on WhatsApp with our Hermès contacts, in-store sales associates and solo product sourcers who are brilliant at what they do. 

We have connections across global flagship boutiques and international department stores alike. If there’s one size left anywhere in the world, we’ll find it. We also broker trade-in deals for clients, where they exchange pieces from their current collection for something new. We stay flexible, get creative, and always match the right contact to the job at hand – whatever it takes to get it done. 

The search never stops. 

This job is always on our minds – even on holiday. Outstanding searches are never set aside. Whether we're technically off-duty or abroad, we’re still scanning for items, messaging contacts and keeping an eye out. When you love what you do, it becomes second nature. It also means the job comes up naturally in conversation and you never know where a lead might come from, whether it’s a supplier or a client. That constant awareness is what helps us stay one step ahead. 

Reputation is everything in this business. Access is earned and in our world, introductions matter. The best relationships we’ve built have come through referrals or collaborative deals, but those only happen when you're faultless to work with. No one wants to vouch for someone who isn’t 100% reliable. We prioritise quick payments, seamless logistics and crystal-clear communication. Our goal is always a smooth, professional process – no excuses, no grey areas. That’s the standard our clients expect, and it’s what our partners rely on, too. 

We never say no immediately but we are realistic. Every request is looked into properly. If a client's budget doesn’t align with the item they’re after, we’ll always suggest beautiful alternatives. Hermès is a good example – many clients come in focused only on quota bags like the Birkin or Kelly, but the brand has incredible pieces that start around £2,500, which they may not have considered. If something is truly unobtainable, we’ll be honest and explain why – often with a few backup suggestions. Most of our clients are very understanding. If they’ve come to us in the first place, they already know what they’re looking for is rare. 

Same-day deliveries in London are pretty standard for us. We regularly turn things around within hours because it’s all part of the service. When a client needs something urgently, we make it happen, no matter how tight the window is. 

One of my favourite stories involves a Mini Kelly in Bubblegum Pink. It was a Friday afternoon and we needed to get the bag from Dubai to London by the next day. DHL wasn’t an option – it was too late and we couldn’t risk delays. We put our heads together and called everyone we trusted in Dubai. Eventually, a very good friend picked up the bag from our supplier at 11pm and handed it off to someone flying to London early the next morning. It was a logistical miracle but it worked. Moments like that, when we manage to pull off the seemingly impossible, are incredibly rewarding. 

We once sourced Lufthansa first-class airplane seats. A few years ago, one of our clients – known for his wonderfully specific and eclectic taste – asked us to find two decommissioned Lufthansa first-class seats. Just the seats, removed from the plane. I called in every favour I could think of, even reaching out to my cousin who’s a pilot for Qantas. After weeks of emails and cold calls to collectors and aviation contacts, I finally tracked them down – €50,000 each! Who knew airline seats could be so valuable? 

We once lost out on a £4 million Patek Philippe… to Drake. It was the Tiffany Blue Patek Nautilus 5711 – the watch of the moment. We were in talks with multiple clients and I’d been liaising closely with one of our top suppliers. Eventually, we found out we’d lost the deal… to Drake. It softened the blow knowing the competition was that major. But it also confirmed that our sources are the same ones supplying the biggest names in the world – sometimes you really don’t know who the end buyer is until much later. It keeps things exciting. 

Six-figure transactions aren’t uncommon.  

Whether it’s a single ultra-rare item or a carefully curated selection, high-value hauls are part and parcel of what we do. That level of trust – and spend – comes with consistency, discretion and delivering exactly what we promise, every time. 

One of our proudest deliveries was a surprise suite set-up in New York. Our founder Sophie flew out ahead of a client’s birthday to lay out all the pieces they’d purchased, ready for them to discover the moment they walked in. It was a beautiful surprise and those are the moments that really stay with you. Another memorable one was a same-day request rushed to Farnborough private airport, just hours before take-off. The gift had to reach Dubai in time for a party the next day – and it did. 

We also once sourced a Bernese Mountain Dog for a Premier League footballer. We’ve developed a bit of a reputation for making the impossible happen – so much so that our clients now come to us for more than just fashion. In this case, we helped a very well-known footballer track down the perfect puppy from the most reputable breeder. It wasn’t just about finding the right dog – it was about ensuring it was ethically sourced, well cared for and delivered to its new home within a week. 

Trust is built via long-term relationships. 

We take the “personal” in personal shopping seriously. Many of our clients feel more like friends – we speak to them almost daily, know when their kids' birthdays are, what their upcoming travel plans look like and how they prefer to communicate. Of course, there’s professionalism involved, but that trust is earned over time. We provide updates, offer pricing transparency and give advice when not to buy – especially when something is overpriced. They know we’re not just trying to make a sale. We’re here to help them build a considered, lasting collection and that’s what keeps them coming back. 

Our role really depends on the client – sometimes we’re stylists, sometimes we’re confidantes. Some clients prefer a strictly professional, reactive relationship. Others love being inspired – they want us to proactively send suggestions, style edits, or investment opportunities. We tailor our approach accordingly. The job can involve everything from fashion consulting to problem-solving and even acting as a sounding board. We wear different hats with different clients – it’s all about reading the room. 

Staying ahead of trends is a 24/7 job but we’re always plugged in. Between our global network and social media, we’re constantly in the know. Instagram is surprisingly helpful – the algorithm feeds us exactly what we need to see. Beyond that, we follow key newsletters, fashion accounts, magazines, and pop culture to stay sharp.

That said, a lot of what we sell is more classic than trend-led. Our high-ticket pieces tend to be timeless – luxury watches, Hermès, Chanel – but we still keep a close eye on the buzzy, seasonal items our clients want in real time. It’s all about offering the right mix. 

There’s a big difference between fashion hype and what our clients actually want.  

We do move mountains for the new ‘It’ ballerina from Chanel or the latest Row bag – but most of our clients know their personal style. They won’t necessarily jump on a trend just because it’s everywhere. For the most part, we’re helping them secure pieces that hold long-term value – whether financially or emotionally. That’s a different mindset than chasing hype. That said, Chanel ballerinas are our ultimate constant sell-out. They’ve become the one item we always have a waitlist for. Timeless and universally wearable, they’re the kind of shoe clients buy in multiples. 

Another ultra-rare item? The mini Royal Oak from Audemars Piguet. The brand dropped a 23mm version of the iconic watch in rose, yellow and pink gold. Until then, the smallest had been 33mm – so the demand for the “mini” was insane. It’s been almost impossible to source at a sensible price point. 

People often misunderstand the pricing structure of ultra-luxury personal shopping. Clients coming in through Instagram, for example, don’t always realise the difference between retail and resale pricing – especially with rare items. We do supply retail-priced pieces, particularly fine jewellery and ready-to-wear pieces, thanks to brand partnerships. But when it comes to sourcing a brand-new Hermès quota bag, for instance, you’re not paying retail – you’re paying for instant access, specificity and convenience. In many cases, clients spend thousands buying other items in-store just to be considered for a quota bag – and still don’t get the colour or spec they want. Buying through us can actually cost the same or even less when you factor in time, spend, and certainty. 

If you’re looking to break into this industry, start by mastering the basics. Sourcing the product is one thing – but doing it reliably, legally and with full due diligence is another. This industry looks glamorous from the outside but it’s built on trust, consistency and deep operational knowledge. Take time to learn the market, vet your contacts properly, and set up processes that can scale. Your reputation is everything and this world is much smaller than people think. Be trustworthy, be smart and be easy to work with. That’s what opens doors. 

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