The new, elite wave of personal shoppers

‘It’s evolved a lot,’ says Susanna Cohen, the stylist and co-founder of the personal-shopper service Style Curators. Before the pandemic, personal shopping was very high end, Cohen says; now it’s become more mainstream for two reasons. ‘Firstly, people have forgotten how to dress, they almost need help shopping. Secondly, shopping’s gone more into the home, because people didn’t want to go into shops.’ Cohen, whose clients are ‘too time poor to keep on top of the latest trends’, puts together an edit of about 50 pieces they can go through in the comfort of the client’s home. That client usually buys 30 per cent of what Cohen shows them — and they also lean on her to suggest the best hairdresser. ‘People used to say that hairdressers were like therapists. Now, because we spend so much time in people’s homes, we are a bit.’

The luxury goods market recognises how valuable in-house shoppers are. Once a customer has a personal shopper, these retailers know they will be up to 50 per cent more engaged with the brand, and in some cases sales increase by double-digit figures. Personalising your approach pays dividends. ‘A surprising amount can be achieved through WhatsApp,’ says Mason.

Big institutions such as Selfridges, Harrods and Browns have adapted. Harvey Nichols has a WhatsApp group with its one per cent clients, so it can get to know shoppers and vice versa. Net-a-Porter has its EIP list, which stands for Extremely Important Person — clients who spend upwards of £10,000 a year get access to personal shopping, complimentary premium delivery and invitations to special events. They also have priority access to shop new launches. ‘If you think about it, our whole industry has thrived on exclusivity and a sense of mystery,’ Alison Loehnis, the president of Net-a-Porter and Mr Porter, told the Financial Times. ‘Some of that still holds solid today, but some of that is changing, and what is important is this idea of transparency and opening access a little bit.’

The power of a ‘high touch experience’ is still crucial. ‘There’s lots of schmoozing, dinners, that sort of thing,’ one PS from a glitzy London high street giant tells me. ‘The best personal shoppers are the ones who really move through the world that their clients inhabit.’ A touch of British subservience helps. Another insider was surprised at ‘how cloak and dagger’ it is. ‘I once met someone under a fire escape to negotiate getting a client a bag from Hermès.’

The job is exhausting. It’s ‘truly 24/7’, says Miriam Shray, whose clients at Saks in New York regularly spend £50,000 in one shop. ‘I get hysterical texts all the time, over nothing. I have clients and I have patients, and everything in between.’ Close contacts will always outweigh the digital hype train, she says. ‘I love people and I love beautiful things. I am the Henry Kissinger of clothing. The Mahatma Gandhi of wardrobing. I bring it to the people,’ she says, perusing Dior handbags as we speak. ‘For me, it’s all about human connections.’

And, of course, taste. Platform heels are huge right now, and anything Prada is popular, says Mason. ‘We can’t get enough of everything crystal, especially bags and shoes, and everyone is loving jewellery with a positive meaning such as Ananya chakra bracelets. Also look out for the Fendace collection, which will be out this spring, and the launch of Phoebe Philo’s new label.’

Yet digital hustle can take you to the top. Jack Zambakides, founder of LS Personal Shopper, is making millions at the age of 25, selling top of the line trainers from his Cobham showroom to Chelsea footballers including Mason Mount and Reece James. ‘We’ve had £30k orders for people going on holiday,’ he says. ‘People will say that’s ridiculous, but for some of these people that’s a fraction of a day’s wage, so to them it’s normal.’ Being able to market straight to people’s phones via flashy Instagram accounts means Zambakides has been able to run rings around sellers; it’s his taste in Yeezy 350s and his Premier League contact book that makes him irresistible. ‘I have the lifestyle I’ve always dreamt of,’ Zambakides says. ‘I used to drive a beat-up Polo, now

I drive a Range Rover Sport. I don’t own my own house because the equity in my business is worth a lot more. I’d rather have a million pounds worth of shoes than put a million pounds on a house.’

But the old guard isn’t always fond of the new cadre. ‘A select few brands are not moving with the times and do not like people like us,’ says Gordon. Hermès would not sell to a reseller, she says. ‘They don’t even like selling to normal people.’ With Chanel, ‘I have to pretend that I’m a genuine buyer if I go in.’ They’re missing a trick, she says. ‘Especially in Covid times, there are far fewer tourists here. So your Selfridges or your Chanel store on Bond Street are missing out on those tourist sales. I’ve got clients all over the world, so I’m essentially bridging the gap between clients and them.’ Her job keeps her on her toes, but she wouldn’t have it any other way. ‘I could go away tomorrow and the work would still get done. I feel like that thing of being chained to your desk is not for our generation.’