My first experience with a personal shopper
A day like no other with Teodora, concierge and personal shopper
One Sunday morning in late January, under the oppressive grey skies of Milan, my only mission was to reach my destination as soon as possible, to reach a place where the sun always shines, and fresh air invigorates the soul: St. Moritz. I quickly pack a bag of essentials, not considering a return trip loaded with extra cultural baggage, and in just over three hours I arrive at the iconic Kulm Hotel, founded by Johannes Badrutt, the first of its kind in the Alpine town. I cross the threshold and the splendour of the lobby’s trompe l’oeil decorations, designed by architect Renzo Mongiardino, engulf me and elicit a sigh. Here, I am warmly welcomed by Teodora, the Kulm Hotel’s Concierge of the Year 2023 and the first woman to take on the role. After the customary introductions, I discover that she’s also a personal shopper, and unable to resist the temptation, I immediately schedule a shopping session with her. Soon after, I wonder if I really need it. Sure, shopping improves your mood, your self-esteem, and you burn calories and foster social relationships, but personally I love doing it on my own because it makes me feel independent and there’s no pressure from anyone.
I mean, why rely on someone else to choose my clothes, accessories or flowers? But being led by a professional on the inside has its advantages, which I will only realise as we journey through the boutiques of St. Moritz. Reconsidering my convictions, I sip on an Americano and enjoy the breathtaking mountain view that forms a stunning backdrop to the Kulm, and when I meet Teodora in the lobby a couple of hours later, I ask her to take me to the stores she thinks are best suited to me. As we set off, I study her in the mesmerising sunlight: her hair is neat, long and blond and she carries an air of confidence and refinement. Her voice is calm and every word she says exudes kindness. I feel like I’ve known her all my life. As we comment on the particularly mild weather, I think about what makes a personal shopper, and ask her outright. “Intuition, organisation and absolute discretion”, she reveals. “Our clients are often well-known personalities who have to protect their privacy as much as possible and make the best use of their time: fulfilling any request quickly is a must.”
I imagine her daily stress levels – which I could never manage – and ask her if her job is down to fate or passion. “I’m passionate. I love it, I don’t think of it as a job. I enjoy helping others. For me it’s crucial that the customer feels good, creates a wonderful memory and wants to come back to Kulm because they feel at home here.” Today it’s rare to find someone who loves what they do so much. Her words run deep and her empathy arouses my curiosity even more. I ask how she handles more complicated requests. “In cases of ‘fashion emergencies’, I study the client’s full schedule in advance to work out the necessary time frame. Then I ask them their preferences, contact the boutiques to ask about availability and finally we go to the stores for fittings or, if necessary, I get a selection delivered directly to the hotel. There’s a solution for everything”, she says, smiling. I thought as much, but didn’t imagine it would require more work than a CIA agent.
I ask her further questions, but her answers are so unique I prefer to keep them to myself – this is after all part of the beauty of my work. We continue walking down the main streets, with Teodora picking out boutiques to visit such as Bucherer, Dior, Hermès, Lorena Antoniazzi, Modes and Trois Pomme. Everywhere we go we are warmly welcomed by store managers who are exceptionally cordial, showing us new arrivals, the season’s must-haves or extravagant or iconic pieces suited to my needs, chatting and joking with me like old friends. This ‘ritual’ happens in almost every shop, which is surreal to me, but it’s not really. I have to put myself back in my own shoes: without Teodora, it would have been quite different. It’s her, with her knowledge, friendly connections and valuable advice, who is the real added value of the whole experience. “With this teddy coat, a cashmere jumper, jeans and moon boots, you have perfectly pulled off casual chic.” In no time, and with minimal effort, a complete white look is all set for an impromptu dinner party. Teodora invites me to feel the super soft touch of a sweater, and immediately I remember the day I ordered a similar one online: I was in a rush, I got the wrong size, and I waited 10 days to get assistance – too long for a meticulous and impatient Virgo like me.
This combination of special moments, memories, laughter, connections and reflections has converted me to personal shopping, which is certainly more enjoyable than shopping online or only in the company of the person I get along with best: myself. Who would have thought? Watching my personal shopper point out a pair of Saint Laurent sandals, my favourite brand, only makes me more convinced. I don’t need to say anything and she seems to understand everything. The mood is sky-high and any initial doubts I had about this first experience have definitely disappeared, and it makes me laugh to think I could have shopping sessions with her instead of psychotherapy. The final destination is the most unexpected one. Like a lover, she whispers in my ear and says, “I’ll take you somewhere special”, before leading me to Läderach, where a celebration of the palate and sublime pleasure sweeten our final minutes together. And to top it all off, my new ‘friend’ then insists on unexpectedly gifting me a box of chocolates, reminding me that true luxury really lies in small gestures like these from people who continue to celebrate human value, before we lose it forever.
P.S. Hypnotised by the magical experience, I forgot to take a photo of Teodora, but someone kindly made up for it. After all, as she taught me, there’s a solution for everything.
Author: Carlotta Licciardi – Fashion & Lifestyle Contributor for Vogue.it and VanityFair.it.
