Trust, Exclusivity, and The Art of Discretion in Luxury Shopping

With Special Guest Elin Switz , Founder of Maastic

As someone who enjoys speaking to frontline industry experts in the luxury space, I’m often inspired by their first-hand knowledge and insights. It’s easy to get lost in market research and high-level trend analysis, but insights from those who interact daily with the world’s most discerning clientele are rare and valuable. With that in mind, I’m excited to share my recent conversation with Elin Switz, founder of the luxury sourcing and personal shopping service Maastic. Elin’s experience spans some of the most iconic names in luxury, from Sotheby’s to Fashionphile, and her expertise with ultra-high-net-worth individuals (UHNWIs) offers a unique perspective that goes beyond typical consumer insights.

For the leaders and experts in product and e-commerce who work tirelessly to shape the luxury experiences of tomorrow, Elin’s observations are especially relevant. Unlike traditional market research, which may sometimes yield “false positive” insights, her knowledge is based on the reality of what UHNWIs are willing to buy—and, more importantly, what it takes to keep them coming back. Elin’s daily interactions give her a depth of understanding about this exclusive clientele that few possess, offering a candid look into the expectations and desires of the top 1%.

Protecting Privacy

In today’s data-driven world, Elin’s clients value discretion. “Some clients do not want their names in the database,” she notes underscoring a loyalty that transcends typical CRM systems. This need for privacy underscores the importance of trust and suggests that high-value consumers prioritise confidentiality—a reminder that the human element in luxury remains irreplaceable.

The Power of Suggestion: Curating Exclusivity

When I asked Elin what sparks interest and loyalty among her high-value clients, she immediately highlighted the power of suggestion. For HNWIs, exclusivity and a sense of personal discovery are key. “There’s so much power in suggesting,” she explains. It’s not about overwhelming clients with choices but about presenting them with pieces that they may not have considered yet feel tailor-made for them. Her approach fosters excitement by letting clients feel they are part of an exclusive opportunity, building value through scarcity and personalisation.

Elin’s insights on this point reinforce the notion that in luxury, exclusivity goes far beyond price tags. It's about understanding a client’s aesthetic and preferences, presenting them with rare items that aren’t available to the general public. This strategy not only fuels interest but also establishes trust—a key pillar in the relationship-driven luxury sector.

Exclusivity in a World of Choices

Luxury consumers, especially those in the top echelons, are inundated with options today. The sheer availability of products can dilute their appeal, which is where Elin’s approach to exclusivity stands out. She avoids overwhelming clients with catalogs or lookbooks. “I’m never going to be suggesting things in the complete blind or sending someone a lookbook like that. Those days are over,” she says. This curated, restrained approach is a lesson for brands looking to keep clients engaged: exclusivity is a feeling as much as a product attribute. The curated experience provides clients with exactly what they want—a relief from choice fatigue and a focused, personalised journey.

Saving Clients’ Most Valuable Asset: Time

A major misconception in luxury shopping is that wealth alone grants instant access to the rarest items. “95% of the time, you can’t just buy the hottest items without a shopping history with the brand,” Elin notes. By handling these details for clients, personal shopping delivers not only convenience but a crucial advantage for UHNWIs who want to save time and bypass obstacles.

For those in luxury e-commerce, Elin’s words are a powerful reminder of the value that high-touch, relationship-driven service can bring. Time, for the luxury consumer, is a primary currency.

A Gap in High-Value Payment Security?and Shipping Options

Handling high-value items brings significant logistical and security challenges. Elin sees a gap here, specifically in the lack of “another layer of safety” to protect transactions and ensure secure delivery. Her insights point to a need for reliable, streamlined solutions in payments and shipping, which would benefit clients and instill confidence in high-stakes purchases. Watch the video

Shipping in the luxury industry remains a complex and often outdated process, especially for high-value goods crossing international borders. Elin highlights the pain points, describing it as "still quite old school" and emphasizing the need for innovation. She sees opportunities for more streamlined systems to manage customs, tracking, and delivery with less manual effort. Watch the video

Experiential Retail as a Discovery Tool

Elin also sees experiential retail, such as branded cafes or pop-ups, as an effective way to introduce luxury to younger, aspirational consumers. The Dior Riviera installations and Prada cafes are prime examples; as Elin noted, they offer customers “a taste of the brand” in a way that is less about transactions and more about immersion. “These installations allow customers to feel like they have a taste of the brand,” she explained, “which can make them feel like they’re part of something special.

In our conversation, Elin Switz offered an unfiltered look into the luxury space that few get to see. Her work is a testament to the power of trust, exclusivity, and the art of discretion in luxury shopping. Leaders in product and e-commerce looking to create resonant, high-touch experiences for UHNWIs can take much from her insights.

Elin Switz is an expert in the luxury fashion industry, with an impressive career that spans more than a decade across some of the world’s most prestigious luxury reselling and auction houses, including Sotheby’s, Vestiaire Collective, and Fashionphile. Her extensive experience has given her a unique insight into the desires and demands of high-net-worth individuals (HNWI), empowering her to establish her own business, Maastic, a personalised, high-touch luxury sourcing and advisory service. As Elin puts it, “I started Maastic to fill the gap in personal service. I saw a real need for a place where clients could feel connected and confident in the pieces they were acquiring.” Her journey with HNWI and her emphasis on curation, discretion, and personalisation positions her as a trusted expert in an evolving landscape where exclusivity and authenticity are paramount.