Firms are renting designer products to people who desire the finer things in life without the headaches of ownership.
WASHINGTON: Arianne Callender never considered herself the designer handbag kind. Her wallet forbade such frivolous longings.
But this holiday season, Callender, 33, will be toting a quilted leather Chanel pouchette that retails for $400. She’ll also be decked out in pearl Lori Bonn earrings and a sterling silver pendant necklace by Elle — all rented online for a few dollars each day, with no one the wiser.
“My family thinks it’s completely bizarre that I would borrow accessories,” said Callender, of Washington. “I get so much cute stuff, and I don’t have to buy it or store it.”
Once, the wealthy enjoyed exclusive access to designer handbags and jaw-dropping jewels, fast cars and private jets. Now several companies are renting those products to people who desire the finer things in life without the headaches of ownership — or the resulting bills.
“The only thing people want is the experience,” said Michael Prichinello, director of the New York outpost of Classic Car Club, which lends high-end vehicles to members. “I see the temperature in US changing in how you access luxury goods.”
The market for high-end merchandise and services has more than doubled over the past decade. So, enter the rental.
Callender borrowed from the online company Bag, Borrow or Steal of Seattle, founded in 2004 in Florida by two men who watched in awe as the women in their lives spent wads of money on purses and then swapped them among one another.
The company has more than 4,50,000 members and charges as much as $4,800 a month to rent a vintage Hermès crocodile Birkin bag.
“People are really looking for better items than they might have had in the past,” said Pat Hambrick, chief marketing officer of Bag, Borrow or Steal.
Last summer, the company added necklaces, earrings and bracelets. The most expensive item available is a Vera Wang diamond flower pendant, which retails for $16,400. It rents to members for $203 a week.
“It’s really more for the people who can’t afford it but want to give the illusion of affording it,” said Pam Danziger, president of luxury consulting firm Unity Marketing. “The true affluent people are not interested in badge value.”
Ronnie Mervis of Mervis Diamond Importers launched a diamond rental program this fall at the company’s new store in Washington, The collection includes over-the-top necklaces and earrings with extravagant price tags of $10,000 to $60,000.
Occasionally, Mervis said, he has allowed his most loyal clients to borrow what he calls the “splash” pieces for special events, such as a wedding or a black-tie event.
The new program allows any customer to rent one piece for five days for about 4.5% of its purchase price. At $60,000 a pop, that would be $2,700. “Women want to wear something that’s never been seen,” Mervis said, something to “make all your friends tear their eyes out.”
Halcyon books customers on private planes on a pay-as-you-go basis, without the hassle of owning a plane or joining a club. The minimum cost is $25,000. Most customers pay an average $500,000 for flying time.
When Classic Car Club Manhattan opened in July 2005, Prichinello said, many people didn’t understand the concept. “A classic car is a complete pain to own,” Prichinello said. “You spend the whole time with a wrench in your hand instead of a steering wheel. We take all the headache out.”
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