Are Birkins Better Investments Than the Stock Market? The Truth About Luxury Investing with Dana Auslander

You’ve probably seen the headlines about luxury investments outperforming the stock market… but is that actually true? And more importantly, is this a game only for millionaires, or is there a way for the rest of us to get in on it too?

Today, Nicole is joined by Dana Auslander, former Blackstone executive and founder of Luxus, a luxury alternative asset manager with the first dedicated Hermès Birkin fund. In this conversation, Dana unpacks the viral headlines, why her investment thesis puts Hermès bags ahead of other luxury brands like Chanel and Louis Vuitton, and how to invest in a Birkin without buying a Birkin.

Then, Nicole and Dana zoom out and explain what the luxury investment trends mean for retail investors, how the macroeconomy impacts luxury investments, and what the counterfeiting problem could mean for the whole market. Then, Dana goes beyond bags and rates watches, art, wine, and jewelry as alternative investments.

Check out Nicole's financial literacy course The Money School

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Watch video clips from the pod on Money Rehab's Instagram and Nicole Lapin's Instagram

Follow Luxus and learn more about the Birkin Fund

Here's what Nicole covers with Dana:

00:00 Are You Ready for Some Money Rehab? 

01:27 Are Birkins Actually Better Than the S&P 500? 

02:00 What Is a Veblen Good — and Why It Matters 

04:06 How Much Is a Birkin, Really?

 04:29 The Secret to Getting One From Hermès 

05:21 Manufactured Scarcity: How Hermès Controls Demand 

06:12 The Rise of the Secondary Market 

07:35 Gross vs. Net Returns: What the Charts Don't Show You 

09:24 Jane Birkin's Bag Sold for $10.8 Million — Dana Was There 

13:00 Is Chanel Actually Investment-Grade? 

14:00 Birkin vs. Stock Market: Where Should You Put Your Money? 

16:38 How the Luxus Fund Works 

21:00 How to Invest Without Buying a Birkin 

23:36 Sourcing Bags Through Private Dealer Networks 

27:15 Storing, Authenticating, and Selling the Bags 

28:33 How to Become an Accredited Investor 

30:07 Is Buying a Birkin a Proxy for Hermès Stock? 

32:20 The K-Shaped Economy and Luxury Demand 

35:10 The Counterfeit Problem Is Getting Scary 

38:18 Luxury Investment Ratings: Watches, Art, Wine, Jewelry 

43:05 Secure the Bag: Financial Literacy for Women

All investing involves the risk of loss, including loss of principal. This podcast is for informational purposes only and does not constitute financial, investment, or legal advice. Always do your own research and consult a licensed financial advisor before making any financial decisions or investments.