I hope you had a great weekend and that your week is off to a strong start. Here, I will walk you through why people pay record prices for a handbag and what we can learn from building a brand that inspires such devotion.

The power of heritage brand

Hermès began in 1837 as a harness workshop serving European royalty. Over time, its offerings evolved, but the brand never lost sight of its origins. Every bag, scarf, or accessory carries a story. People are willing to pay for decades of expertise and history rather than just an object.

Tell a story

A Birkin bag takes 18 to 24 hours to create entirely by hand. Each stitch, edge, and fold is carefully crafted. Scarcity and craftsmanship make ownership special. The bag is more than an accessory; it is a record of skill, patience, and attention.

Show your audience the effort behind your product. It transforms it from a simple item into an experience people treasure.

Availability shapes desire

Hermès limits access to its bags. Waiting lists stretch for years. This is deliberate. Scarcity creates longing, preserves prestige, and demands commitment. Owning a Hermès is not just a purchase; it is joining a circle that values taste, patience, and discernment.

Emotional connection

People spend over $10,000 on a handbag not simply for the materials, but for what the bag represents. It signals identity, achievement, and belonging. The product is physical, yet symbolic, linking aspiration to reality.

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Michał
Founder, Refined Money