Personal Shoppers to the Elite Reveal All

These deep-pocketed fashionistas depend on personal shoppers to get the hottest designer items, and what they buy is a snapshot of what's really driving fashion.

Apr. 13, 2026 at 6:23pm

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A bold, colorful silkscreen illustration featuring a repeating grid of a single luxury fashion accessory, such as a Chanel handbag or Celine sunglasses, rendered in a vibrant, high-contrast pop art style that captures the exclusivity and obsession surrounding these must-have items among the fashion elite.The personal shopping elite reveal the high-end designer items that are in hot demand among the ultra-wealthy fashion devotees they serve.NYC Today

The article explores the world of personal shoppers catering to very wealthy and influential fashion clients, known as VVICs (very very important clients). These clients, often 40-something self-made businesswomen or married into money, will spend hundreds of thousands of dollars on the latest designer fashions, with personal shoppers like Gab Waller and Lisa Frohlich going to great lengths to source the most exclusive and in-demand items, particularly from brands like Chanel and Celine. The article also delves into how these VVICs are shaping the fashion industry, with their preferences for one-of-a-kind pieces and vintage items, as well as their tendency to abandon brands that don't meet their standards.

Why it matters

This story provides a rare glimpse into the secretive world of the ultra-wealthy fashionistas who drive major trends and influence the direction of the luxury fashion industry. By understanding the shopping habits and preferences of these VVICs, the article sheds light on what is truly resonating with the most discerning and deep-pocketed consumers, which can have significant implications for brands, designers, and the overall fashion landscape.

The details

The article profiles several personal shoppers who cater to VVICs, including Gab Waller and Lisa Frohlich. Waller recently received a request from a client to source the entire new Chanel ready-to-wear collection, which could cost over $200,000. Frohlich has clients who are devoted to specific designers like The Row and Dolce & Gabbana, and will go to great lengths to get the latest styles, even if it means purchasing dozens of $1,800 dresses in a single weekend. Another anonymous personal shopper in Beverly Hills has such clout that Nordstrom gave her a namesake space as her headquarters. These personal shoppers reveal that VVICs are increasingly interested in one-of-a-kind, almost couture-level pieces, as well as high-end vintage items, rather than mass-market luxury goods.

  • A few weeks ago, Gab Waller received a request from a regular client for the new Chanel ready-to-wear collection.

The players

Gab Waller

A personal shopper who sources hard-to-find designer items for her wealthy clients.

Lisa Frohlich

A stylist and personal shopper based in the Hamptons who caters to high-end fashion clients.

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What they’re saying

“It's the time and convenience of it. She didn't give me a set deadline, but I found one this past week in France for $20,000. The ready wear is typically the most expensive.”

— Gab Waller, Personal Shopper

“If you don't follow Dolce closely, you have no idea, but the VVIC wants to be in the latest print, nothing from three seasons past.”

— Lisa Frohlich, Stylist and Personal Shopper

The takeaway

This story highlights the immense influence and spending power of the ultra-wealthy fashion elite, who rely on personal shoppers to source the most exclusive and in-demand designer items. Their preferences and buying habits not only drive major trends in the luxury fashion industry, but also reveal the lengths that brands must go to cater to this rarefied clientele in order to maintain relevance and market share.