Are you desperately searching for that in-demand Chanel or the hard-to-get Hermès bag? Then, all you have to do is reach out to your trusted personal shopper on Instagram, sit back, relax and make room in your closet.
Just a decade ago, the idea of buying an expensive designer bag online seemed absurd. How can anyone in their right mind spend thousands on something they haven’t seen or touched? Yet, today millions of people’ Swipe Up’ on Instagram and have a WhatsApp chat with their preferred personal shopper and order a pair of Loro Piana Summer Charms Walk suede loafers before breakfast.
In 2020 alone, over two billion people purchased goods or services online, and these numbers are going viral by the minute.
With more than a billion active Instagram users, the social media giant has presented countless opportunities for fame as well as monetary gain.
Who, what, wear?
Fashion is on a never-ending evolution, but the wild upswing of Instagram has shaken its conventional modus operandi by giving enormous influence to ordinary people with smartphones and smart entrepreneurial abilities. In this digital age, everyone wants everything right now, especially if it is hard to get.
Cue fashion’s new gatekeepers; they are chic and designer-centric female influencers with engaging platforms and large followings. In the UAE, though most of these ladies don’t show their face or even real name on their channels, citing privacy concerns, they directly influence what people buy and serve as an aspiration conduit constantly telling people what they “must-have”.
Pretty little things
The two Emirati ladies behind @trespalo boast of being “the first personal shoppers to launch and implement the concept of installment payment for luxury brands in 2015”. Having started their platforms in 2014 under the handle @velvetbrands to sell their own used designed handbags, they were overwhelmed by the response. As a result, they were motivated to create a luxury personal shopping business.
Fast forward seven years, they have been so successful that they started their collection of handmade leather bags. They take their business seriously and ensure they stay up to date with trends and keep close connections with the major brands, allowing them to get their hands on hard-to-come-by pieces for their customers. “We provided a pair of Jordan X Dior Air Jordan 1 high top sneakers for a client of ours, which was one of the most highly anticipated launches of 2020.” So says one of the owners who asked not to reveal her real name.
They beamed with pride as they talked of their dedication to their clients and the lengths they would go to please them. “We once chose to return to work during our Eid holiday to accept a customer’s urgent order of a Marli full diamond jewellery set, which was successfully shipped and delivered to Saudi Arabia just in time for our customer’s engagement party.” Trust is a vital element in the relationship between personal shoppers and their clients. They shared that the most expensive item they recently purchased for a client was a vintage Alhambra long necklace, 20 motifs in yellow gold, Malachite by Van Cleef & Arpels, priced at 71,500 AED.
Damsel in this dress
@hamdaelfalasi recently chose to embrace her real name and changed her handle from @makeyourgift, though she still only reveals parts of her face on her platform. “I started as a personal shopper in 2014, and I started creating content and coverage of international brands. When I started, it was still a unique idea.”
The flourishing business wasn’t without its challenges. “I was always pressed for time and faced criticism. People don’t always like what’s in the market”. Five years into her business, Hamda decided to hang her personal shoppers’ hat and is now happily focused on growing her platform as a luxury influencer.
“I don’t’ blindly follow trends, and I always ensure I buy what suits me and curate it to fit my taste”. Said Al Falasi. “Most Emirati buyers tend to buy classic products. While keen to remain modest, they tend to keep up with the latest in fashion.” Hamda continued.
Insta-stories can result in Insta-sales
Emirati buyers are very fashionable, and at the same time, they like to dress modestly, so they relate more with Emirati influencers and look to them to remain on-trend while adhering to cultural boundaries. So, it comes as no surprise that Hamda has a very engaged “tribe” that she connects with throughout the day and shares her routines, wish lists and tips, especially when it comes to luxury brands. She often hosts “this-or-that” polls, as her followers who are indecisive about a luxury purchase turn to her for her opinion and even ask her to consult her followers as they vote on what to get.
“I truly am humbled by the trust my followers have in me and my taste. It means a lot to me that they believe in me as an Emirati influencer and often copy my purchases. For example, I once bought a Bvlgari ring, and it was sold out in all stores in the UAE, and in Ramadan this year, my coverage of Nicoli shoes resulted in a surge in demand and a rush to buy the shoes until everything was out of stock.” She added.
The Middle East remains a highly lucrative market for luxury brands, and it is here that spending is one of the highest globally per capita. So, leading retailers should stay close to those with the influence to nudge the purse strings open.
Ruwaida Abela, managing partner, head of PR and communications, JRN Consultancy.
Follow us on
