By Jesse Kornbluth
Published: Mar 30, 2013
Beyonce got some sweet gifts yesterday. Her husband, Jay-Z, was spotted shopping at Hermes' plush Madison Avenue boutique on Christmas Eve. A spy reports, "Jay was in a private room of Hermes doing last-minute shopping. He had a guard standing watch outside. He spent $350,000 on Birkin bags, among other things." The buying binge took so long, Jay-Z missed his scheduled lunch at Nello, prompting the restaurateur to deliver his food to the store.
--- New York Post, 12/26/10
Jane Birkin was flying from London to Paris in 1981 when she reached into her bag for her datebook and everything fell out. “I’d love a bag with pockets,” the English singer/actress told her seatmate.
Her seatmate just happened to the chairman of Hermès. He was a good listener. He had his designers make a bag with pockets, and he sent one to Birkin. Then he named it after her.
The Birkin bag, however, was in another league. Not only was it expensive, you couldn’t get one. Why? Oh, because each bag required 48 hours of craftsmanship. You know: "This isn’t a bag, it’s a work of art."
Demand soon outstripped supply.
Well, not really. But that was the marketing line. And a genius one at that. Create a luxury item so special it doesn’t need a logo. Then make it scarce. Very scarce --- at one point, Hermès announced there was a two-year waiting list. Which only made the Birkin more desirable.
It’s a venerable truth: Deny the rich what they want, and they’ll pay anything to get it.
It was only a matter of time --- and technology --- before Michael Tonello came along.
Our good fortune: Michael Tonello is a delightful writer, and “Bringing Home the Birkin: My Life in Hot Pursuit of the World's Most Coveted Handbag” is one of the most enjoyable books I’ve read in years. (To buy the paperback from Amazon, click here. For the Kindle edition, click here.)
Tonello’s outrageous story as a Birkin buyer --- and reseller, or, as he liked to think of himself, “leather liason” --- began with him living on Cape Cod and jetting off to exotic destinations for fashion shoots “with a can of hairspray and a powder puff.” He gets an assignment in Barcelona. He falls in love with the city. And moves there.
Money, how to make it. He took one of his scarves -- purchased years earlier for $99 at Ralph Lauren --- and sold it on eBay for $430. He sold a Truman Capote first edition for $1,000. He saw the excitement on an eBay board for Hermès scarves, so he sold one of his for a $400 profit.
And then a curious thing happened --- people who didn’t get to buy his scarf wrote to ask him if he had more. He went to Hermès in Barcelona, bought two dozen and sold them for a “sizable” profit. He discovered that these scarves cost $30 less at the Hermès store in Andorra, so he made the two-hour drive and bought the first of a thousand scarves he’d purchase there.
Soon he was selling 30 scarves a week.
All because he saw a niche in the market.
All because Hermès didn’t yet have a web site.
Inevitably, one of his customers --- who just happened to be songwriter Carole Bayer Sager --- asked if he could get her a Birkin. He had no idea what that was, but once he found out, he was a bag-seeking missile.
How Michael Tonello cracked the code and was able to buy Birkins from Hermès is the centerpiece of the book. It is hilarious – if, that is, you are amused by the foibles of the rich and those who cater to them. It is tender --- if, that is, you can be touched by Tonello’s burgeoning friendships with the women who became his best customers. It is even thrilling --- if, that is, your heart rate jumps when a French colleague tries to rip Tonello off and Tonello must Take Steps.
Now? No more waiting list. And now that anybody can buy a Birkin, anyone can sell one. Like Amazon, which sells a knockoff --- the London Office Tote Croc Finish --- for just $44.99, with free shipping.
So much for “special.”
What’s special is this book. Indeed, it’s so much fun you will wonder: where’s the movie? [Suggested title: “The Hero Sold Hermès.”] In the spirit of that fun, let me close with a quiz. Yes, it would help you to read the book first, but don’t let that stop you --- just go with your intuition.
1) Michael Tonello sold his first 6 Birkin bags on eBay for a total profit of
2) What percent of the Birkin bags that Tonello bought at Hermès were on the store’s “RESERVED” list?
3) On days when he was buying Birkin bags, Tonello needed more cash than banks would let him withdraw from an ATM machine. The solution: more bank accounts. At the peak of his buying, how many ATM cards was he carrying?
4) At one point, Tonello spends almost two weeks in the hospital. How many Birkin bags did he buy while he was laid up?
5) Tonello planned to return from Spain and visit friends and family in Massachusetts. A big client lived nearby. She asked him to drive her car to Palm Beach. What kind of car was it?
a) Ford Escort
b) Ford Taurus
6) In his best year, how much did Michael Tonello spend at Hermès?
7) Tonello decided to stop buying and reselling Birkin bags because
a) Hermès stopped “reserving” Birkins
b) Hermès posted his picture in every store
c) Other resellers figured out how to do it better