Dana Auslander

Auslander predicts the funds will grow from 80 bags to 800 bags by the end of the year.

“We have 80 bags now between fund one and fund two. We'll have 800 by the end of the year”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 34:58

Auslander says Luxus plans to launch a third, $10 million fund in the summer.

“And we're launching fund three in the summer for $10 million”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 26:07

Auslander predicts the fund's second, 30-month vehicle launched in November 2025 will return 2x multiple on invested capital.

“that is 30 months and we'll definitely be able to return 2x of MOIC”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 7:08

Auslander explains that the fund relies on the spread between primary and secondary market prices rather than Birkin appreciation.

“We set up the fund not to really rely on the appreciation of a Birkin but on the spread between the primary market and the secondary market”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 3:52

Auslander says her fund earns about 35 to 40 percent gross per bag and roughly 25 to 27 percent net after fees.

“It's 35% to 40% for our fund at least per bag gross. And then net, it's around 25%, 27% because of all the fees”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 2:57

Auslander does not expect Hermès's manufactured scarcity to end within the next five to ten years.

“I don't think it'll go away in the next, I would say, five to 10 years”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 38:21

Auslander says Hermès stock is down about 20 percent this year and considers it a good time to buy the equity.

“But it's down 20% this year. So if you do want to invest in or miss the company, this is a good time to buy”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 31:56

Auslander says buyers typically need an annual spending history of $25,000 to $50,000 on other Hermès goods to be eligible for a Birkin or Kelly.

“You have to have a spent history of about 25 to 50,000 a year on other Hermes goods to be able to even be eligible”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 4:35

Auslander advises individuals who buy a Birkin to treat it as a consumer purchase rather than something to flip.

“So I would just say if you buy one, don't have a view to flip it”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 13:29

Auslander holds that only the Birkin and Kelly qualify as investment-grade handbags.

“In our opinion, the only investment grade handbag is the Birkin or the Kelly”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 11:15

Auslander urges women to seek out financial literacy programs and take control of their finances.

“So seek out all financial literacy programs for women and become the master of your own story”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 43:30

Auslander says vintage jewelry from the 1930s and 1940s by houses like Cartier, Bulgari and Van Cleef will always perform well.

“I think vintage jewelry from the 30s and the 40s, Cartier, Bulgari, Van Cleef, will always do really, really well”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 41:27

Auslander rates wine only a two or three as an investment because younger generations are drinking less.

“Wine's like a two or three because Gen Z, Gen Alpha, and the younger folks aren't drinking”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 40:26

Auslander argues that luxury conglomerates' pandemic-era push to democratize entry points backfired.

“And that's backfired. You can't be all things to all people”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 35:35

Auslander advises sellers not to pay more than about 15 percent commission to resale platforms for a Birkin or Kelly.

“I would say don't settle for anything under 15% for Birkin or Kelly. In other words, don't pay more than 15% commission on it”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 22:50

Auslander expects that by 2028 or 2029 all consumer goods coming out of Europe will require a digital passport proving authenticity.

“I think by 28 or 29, every single consumer good that's coming out of Europe will need a digital passport too”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 20:40

Auslander warns that counterfeit manufacturing in Asia has become highly convincing and buyers must be careful.

“But the manufacturing in China and in Asia has become really, really good. And you have to be very, very careful with what you buy”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 18:32

Auslander attributes resilient luxury demand to a K-shaped economy in which the very wealthy keep spending on cars, watches, Birkins and experiences.

“you've got the very, very wealthy just getting wealthier and wealthier. And what they're spending their money on is mostly cars and watches and Birkins and experiences”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 17:49

Auslander argues Hermès, Patek Philippe and Ferrari are the only luxury Veblen goods, and Chanel is not one.

“Hermes, Patek, and Ferrari are kind of the only three luxury goods that fall in that category. Chanel doesn't”

Money Rehab with Nicole Lapin: Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander (May 4, 2026) · Listen from 11:38