Buy invitation only: the rise of selling events

In the experience-led world of luxury, jewellery is no longer simply displayed — it is paraded. In recent months, upmarket brands have been hosting high-profile events designed to deepen client engagement.

Cartier staged its A Journey of Wonders exhibition in the Middle East in February, while a month later, Chaumet invited guests to Place Vendôme during Paris Fashion Week, to witness the unveiling of additions to its Bee line. Each event carefully crafted to win the attention — and loyalty — of high-spending clients.

These lavish affairs, sometimes costing millions of dollars, serve a clear purpose: to entertain clients, fuel desire and, ultimately, drive sales.

Those in attendance are under no illusion as to why they were invited — and what they have to do in order to be asked back. “When you accept an invitation, there’s an implicit understanding that you [should] make a purchase,” says Alyne Hansen-Damm, who curates exclusive gatherings and facilitates connections between luxury brands such as Boucheron, Chanel and Dolce & Gabbana and their top clients. “Guests are well aware that buying is also crucial to nurture their relationship with a brand.”

Attending a brand’s event is not only about buying something but, according to Hansen-Damm, it is also about maintaining one’s “social status” and being part of an “exclusive circle” of people courted by the most established jewellers.

However, such events are no longer the exclusive domain of big luxury brands. Emerging designers are taking cues from industry giants, integrating private events — even smaller ones costing no more than five figures — into their marketing strategies.

Nigora Tokhtabayeva, Tabayer’s founder and creative director, recently hosted a two-day event in Beverly Hills, featuring a cocktail reception, a special exhibition blending jewellery with art and a series of private appointments. The event, which cost approximately $10,000 to stage, welcomed about 25 rich guests and personal shoppers catering to even wealthier clients. “Private events allow us to cultivate intimate, meaningful connections with our clients, offering them a space to engage with our designs in a setting that reflects the essence of our brand,” says Tokhtabayeva. “These gatherings are more than just showcases; they are immersive experiences that foster genuine relationships.”

Emerging Belgian designer Dries Criel recently opened his showroom in Antwerp’s Bestelkantoor van de Staatsspoorwegen — a former railway warehouse converted into boutique shops. The showroom is a significant milestone for Criel, who marked the occasion with a reception costing approximately €5,000 for 50 existing and prospective clients.

Guests enjoyed a private dinner and an exclusive performance by a Belgian singer who premiered her latest song. “[The event] was small but intimate, elegant, and, above all, deeply personal and on-brand for me,” says Criel. “It’s about bringing people together in a welcoming space and exposing them to various art forms, ultimately drawing new clients into my world.”

Unlike established brands, emerging designers often operate from private showrooms or rely on trunk shows worldwide. Munich-based Hemmerle regularly hosts clients at events such as the art and antiques fair Tefaf in Maastricht, organising receptions and dinners.

In its hometown, Hemmerle stages intimate gatherings in the loft above its workshop. More recently, it has opened a new showroom near Munich’s luxury shopping street, Maximilianstrasse, designed to serve both as a retail space and a venue for private receptions. “We have evolved, and our new showroom allows us to nurture the relationships with our clients in a way that reflects our values and what Hemmerle is,” says Christian Hemmerle, a member of the fourth generation who works in the family business.

Private showrooms, rather than traditional street-facing stores, offer a level of exclusivity that is designed to make clients feel like they are in a non-transactional environment.

Lily Gabriella Elia, founder of Lily Gabriella Fine Jewellery, describes her showroom — a cosy, pink-hued attic in London’s picturesque Burlington Arcade — as the perfect setting for her private events, which are often designed around specific themes. “We recently focused on crystal healing and birthstones,” she says. Some gatherings are even hosted by repeat clients who invite their friends, creating a familiar atmosphere.

The social dynamic at these events plays a significant role in driving purchases. Elia recalls a particular instance in which a guest, who had been eyeing a ring for some time, finally made the decision to buy it after seeing others show interest. “Sometimes, it’s not about convincing someone to make a purchase,” she says, “but rather about the realisation that a piece is in demand.”

Events are also an interesting case study for the psychology of consumer behaviours. “Studies show the influence of friends, income and the ‘bandwagon effect’ — people’s tendency to conform to the expectations of others,” says Young-Jin Hur, course leader of the MSc in applied psychology in fashion at London College of Fashion. “If brand parties invite like-minded individuals who share a similar lifestyle and an expectation of purchasing, these factors can encourage jewellery buying at events.”

If clients once grew indifferent to in-store events, these gatherings have seen a strong resurgence post-pandemic. Now, a well-curated talk by an industry expert or a musical performance is enough to entice people to come together.

Last week, Asprey hosted Austrian entrepreneur Carmen Haid at its store. As the former head of public relations for Yves Saint Laurent, Haid is renowned for hosting some of the most sought-after high-society parties. The theme of her talk? How to host the perfect party.