The Latest Luxe Craze...
Published on Saturday 2nd August 2008
Reading an FT report on luxury the other day I was intrigued to hear about the latest craze to hit Japan. (We’re not talking high street hello kitty here, we’re talking uber luxe.)
Apparently for those in the know, the days of head to toe Vuitton are long gone and in its place is something far more exclusive... For the Japanese with mega money, it’s all about getting your hands on something super superior that you can parade infront of your peers as a reflection of your wealth.
I’m sure there’s a little part in all of us that likes to do the same; half the fun of a new purchase is taking it out on the town (Louboutins under trousers so long that no one sees their red soles is NO fun) but £20k on a panda charm takes it to a whole new level.
 The diamond encrusted pandas  in question are the creation of jeweller Qeelin (remarkly unwell known by Japan’s usual standards when it comes to luxury) and are sold via just a single boutique in Tokyo’s Roppongi district.
Apparently one customer bought 27 to give to friends!
The fact that Qeelin doesn’t advertise and went to Japan with almost no brand awareness makes its success even more remarkable.
The Japanese spend more on luxury than any other country in the world (according to the FT they account for 30-40% of global luxury sales) so perhaps we’re all set to follow suit. (I’ve never been that keen on Hello Kitty anyway...)
If you’re curious and a trip to Tokyo is off the cards (they’ve sold out anyway) then Qeelin’s Pandas (a slightly lower priced style) are available at Browns.
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