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Hey big spender: how luxury brands court top customers

Hey big spender: how luxury brands court top customers

When high-end brands want to thank their most-valued clients it’s all about emotion and that special personal touch.

Loyalty royalty: perks such as chauffeur-driven shopping sprees are intended to keep luxury brands’ most valuable customers around for the long haul.  Getty

Ceri David

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It’s sunset at the 700-year-old Villa Certosa on Capri, and the tiny Italian island is living up to its reputation as a glitterati magnet. Uma Thurman is here, as are Kate Hudson, Alicia Vikander, Eva Green – the list goes on – for the annual unveiling of Bulgari’s High Jewellery collection.

Teetering on the craggy coastline that overlooks the impossibly blue Mediterranean, the event begins with cocktails and a runway show, then dinner by Michelin‑starred chef Luca Fantin, topped off with a performance by singer Nicole Scherzinger. The location changes each year, but you can guarantee it will be just as fabulous and star‑studded.

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Original URL: https://www.afr.com/life-and-luxury/fashion-and-style/hey-big-spender-the-perks-luxury-brands-use-to-court-top-customers-20200210-p53zcj