the Picasso and the Aesthete: All hail clients of ordinary luxury.

“Luxury”, claims Bernard Arnault,
“is the ordinary for extraordinary individuals and the extraordinary for ordinary individuals.”

“Luxury”, claims Bernard Arnault, “is the ordinary for extraordinary individuals and the extraordinary for ordinary individuals.” Extraordinary… A word that invites pause. In that iconic shopping scene in Pretty Woman, Julia tells her friend: “It’s easy to look good when you have money.” Victoria Beckham is famous for her shopping sprees that are so large they’re rumored to send Wall Street into a frenzy. She is said to have spent more than £500,000 in a single afternoon. On her list: a Rolex, 20 pairs of Dolce & Gabbana shoes and 12 pairs of Versace sunglasses. Enough to spice up her wardrobe. “Shopping is like a drug,” she once admitted with feigned embarrassment. “The more you have, the more you want, and when I’m in Milan, I lose all control.” (1)

Wouldn’t we all like to be like her? And yet, here’s the rub… As much as luxury Houses rejoice at having such clients, they mustn’t forget the others – those ordinary individuals who save patiently, little by little, with the dream of one day purchasing their dream item. A 2.55, a Pasha, a Birkin, a Cayenne. They wait with anticipation for that unique moment, which ought to feel magical – far beyond a mere ten minutes at a counter.

It is our role, in boutiques, to recognize these clients and nurture them.

In 2024, the “extraordinary” few, who on average spend £350,000 per year on luxury goods, represented 21% of global luxury sales, according to BCG (2). But what of the remaining 79%? At the base of the pyramid, aspirational clients, with an average annual budget of £1,500, accounted for 64%. That is a considerable share. As Little Thumb reminds us, sometimes a trail of small pebbles is worth more than a single large stone. The client who blushes as she crosses the boutique threshold for the first time and nervously asks to see a Speedy bag deserves our full respect. A little fish will one day grow big. A small client will one day prove loyal. Nurture them, inspire them, and they will return – and one day, they too will move from “ordinary” to “extraordinary.”

On weekends, boutiques become forests in full bloom –
bustling, overflowing, almost impossible to navigate.

Each client is a guiding stone on a path. All matter, both large and small. There are countless reasons to purchase a luxury bag: the client who seeks a logo and the one who rejects it, the one who craves novelty and the one who values timeless quality.

To each their vision of luxury – and all are valid. In The Luxury Strategy, Kapferer and Bastien identify four archetypes of luxury clients. To keep things simple, let’s call them

the Knight, the Mona Lisa, the Picasso and the Aesthete.

For the Knight,

the item of their dreams is akin to a noble sword. The logo is his coat of arms, the personal insignia of recognizable, hard-won achievement. An eager figurehead of Rolex or Ferrari (even if only through a jacket rather than a car), he relishes tradition and is happy to recount his exploits and strives to enter a particular circle of society. He loves luxury deeply, instinctively, and will never settle for just one piece. Honor him, and he will return. Thirsting for recognition and driven by curiosity, he delights in discovering treasures hidden in the folds of fine leather. He carries the promise of greatness.

The Mona Lisa client

cherishes timeless, universally admired beauty. Terrified of a misstep that could expose poor taste, this client clings to incontestable values. Fashion trends hold little sway; instead, she prefers to invest in pieces that’ll last. Louis Vuitton, Chanel, Porsche, Cartier – these are the Houses that speak to her. She, too, holds the potential to be extraordinary. With your guidance, she may add a touch of daring to her elegance. Offer her confidence in her own discernment.

The Picasso

is like an intrepid explorer – no realm is too far or exotic! An explorer of luxury, he never recoils from boldness. Aesthetics reign supreme! Logos? Of no consequence. Why follow the crowd when one can stand apart? This client seeks distinction, not imitation. Jacquemus, Margiela, Claverin – they welcome him eagerly. Cultivate this Picasso, accompany him, observe him. He is the makings of a loyal devotee, one who roots himself firmly in your vision rather than merely experimenting.

Finally, the Aesthete

rarely appears as a first-time client. More often, she is the refined culmination of the previous archetypes. A connoisseur, she defends beauty, truth and craftsmanship with conviction – the very essence of luxury. Logos? No thank you. Instead, she revels in subtle vegetable-tanned leathers, invisible watch complications, and the mastery that makes luxury the ultimate expression of art. This client gives wings to Hermès, finds her way to Lange & Söhne, and cultivates patina at Berluti. She lingers in the space between ordinary and extraordinary, embodying the understated elegance that defines true luxury.

And so, for every exceptional client who makes headlines and drains both stocks and patience, there are countless others. The grandest pyramids are built on a strong foundation. It is upon them that the future rests.

And you – which client archetype do you prefer?

Aurélie Leborgne,
September, 2025
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