Free flights to Milan; your own butler: The perks of being a Very Important Customer

Forget about doll-sized face-cream samples when you’re next offered a “gift with purchase”. Spend enough and you’ll get invited to King Charles’ private estate or the French Riviera to party at Pablo Picasso’s mansion with the world’s beautiful people. Sold!

Welcome to the world of the VICs, the term giant, global, luxury brands use for their Very Important Customers. Women’s Wear Daily describes VICs as customers who spend at least $US1 million a year in total. As Australia’s rich get richer, we have more VICs than ever. “It’s easy to get hooked,” says Singapore-based expat and Sydney publicity queen Roxy Jacenko. “Some people buy art to put on their walls; I buy handbags.” She now owns 28 Hermès Birkin bags. “I sat near Kris Jenner at the Hermès Paris show. Afterwards, I got a selfie, then walked straight to the boutique on Rue [du Faubourg] Saint-Honoré and bought a 35-inch, crocodile-skin Birkin for $70,000. That’s smart business for Hermès.”

Australia’s VICs are not all familiar names. Sydney’s Christie Arnaout, wife of panel beater-turned-billionaire property mogul Sam Arnaout, now sits front row at Hermès’ Parisian fashion shows cradling her Birkin. Melbourne’s Jaimee Belle Kennedy, wife of jewellery scion James Kennedy, is a VIC guest at Dolce & Gabbana’s extravagant Alta Moda events and has mingled in Sardinia with Princess Diana’s niece, Lady Kitty Spencer, as they ogled $200,000 frocks. Louis Vuitton recently flew half a dozen Australian VICs to Mallorca to be dazzled by sparkling pieces from its high-jewellery collection temporarily housed in the ancient La Fortaleza and Castell de Bellver. The guests browsed – and bought – the jewels in specially built suites replete with chilled Krug and a personal butler. With prices running into the millions, security was on par with that at Fort Knox.

Online luxury retailer Mytheresa recently treated VICs to flights to Milan to see the ballet at La Scala as well as a private tour of the city’s Cenacolo Vinciano museum to view one of the world’s most famous paintings, Leonardo da Vinci’s The Last Supper, up close. And, at the time you’re reading this, Burberry is taking VICs on a trip to Highgrove, King Charles’ private home and gardens in the UK’s Gloucestershire, to mark the launch of a collaboration. “While there’s no such thing as a free lunch, these are magical brand immersions,” says Sydney VIC, socialite, philanthropist and businesswoman Kate Champion. She partied at Picasso’s home, Pavillon de Flore in Cannes’ La Californie quarter, when YSL took her to the film festival last year. “I’m pretty sure the brand’s getting a solid return on its investment,” she says.

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