Inside the secret world of luxury

Ramit Sethi

Yesterday, we looked inside the world of luxury. I told you how I learned to get past my knee-jerk reaction of saying “$250 FOR A BURGER!?” and got curious about how this world really worked.

Then, I asked you to share the most expensive thing you’ve ever paid for.

I LOVED reading your responses (see some of the 180+ comments here).

But here were a few that really stood out to me:

“Paid nearly $4,000 for an Eames lounge chair. Haven’t regretted it for a moment, and it automatically improves my day everytime I sit in it. Worth every penny.” — Andrew

“I just bought my first $22 bag of coffee – the coffee is outstanding straight-up as an americano with just water and tastes great. Never spent that much on a bag of coffee before.” — Brian

“I invested $1,500 in a Persian rug. It took me several hours at the dealer’s to pick it out. It is a joy to behold. One glance and you can see why they are called “magic carpets.” I’ve had it for about 12 or 13 years now and it thrills me every day.” — Gretchen

“Staying at the Ritz Carlton Maui for over $500/ night for our honeymoon and again 5 years later for our anniversary. The feeling was one of tremendous satisfaction and enjoyment because the value was apparent in every small detail of our stay.” — Brian

“I spent $700 on a pair of boots over 7 years ago and at the time it was an insane luxury. I almost hyperventilated when I bought them, I felt irresponsible, I was anxious, and I LOVED THEM!…7 years later I still have them and I still wear them and they’re still hot!! I still get compliments.” — Priya

What do you notice about these comments?

I’ll tell you what I notice. It’s the actual words people use to describe the luxuries they’ve owned:

  • “Worth every penny.”
  • “It thrills me!”
  • “Outstanding!”

I point this out because when we actually experience luxuries, we see how great it feels. Luxury isn’t for arrogant, slicked-back-hair CEOs.

If you can afford it, and you want it, there’s nothing wrong with treating yourself from time to time.

That’s one of the reasons why I’ve always said you should cut costs mercilessly on the things you don’t care about and — this is almost MORE important — spend extravagantly on the things you love.

For me, I love really nice hotels. Here’s a video I took at a Four Seasons in Chiang Mai, Thailand.

I’m willing to spend extravagantly on this.

But — at the same time — you won’t see me spend a penny more on the things that aren’t important to me, like my cell phone bill, car insurance, or cable (I don’t even have a TV).

My key point to you today is to challenge the puritanical American notion that luxury is bad, or that it’s for “other” people — the rich, the famous, the elite. If you want it, you can get it.

Look at the comments from above, it can be as simple as splurging on an expensive blend of coffee or buying a $700 pair of boots.

And, to dive even deeper into the world of luxury, I went to the source — a high-end concierge who provides luxury experiences that nobody else can get.

Your backstage pass to the luxury world

Introducing Steve Sims, the founder of Bluefish, a luxury concierge service that provides high-ranking corporate executives, celebrities, professional athletes, and successful business owners with “once-in-a-lifetime” experiences.

When it comes to what he can do for his clients, he likes to say “there are no limits.”

His company does everything from planning custom luxury vacations to organizing huge, one-night events.


Just some of the remarkable experiences that he and his team have created include:

  • A private visit to the International Space Station
  • An exclusive submarine trip to see the wreckage of the Titanic
  • Having Florida Georgia Line sing “Happy Birthday” to a client in a private backstage concert
  • …and the list goes on and on

Over the years, he’s worked with people like Richard Branson, Elon Musk, Arianna Huffington, Sting, and many, many more.

These experiences are very expensive. But instead of just looking at the sticker price, I asked him to join me in NYC to talk about the psychology of luxury. Who uses his services? Why? Is it really that much better?

Interestingly, Steve started his career as a bricklayer and nightclub bouncer — with ZERO connections. Now he has millionaire and billionaire clients all over the world.

Here’s an 8-minute excerpt from our chat. In it, Steve talks about how he creates these luxury experiences and how you can get access to this world.

Notice the difference between what other people teach you — Cut back on everything! Don’t spend on anything! — and what I teach you. You CAN have a Rich Life, even if that means flying first class, paying for your parents’ retirement, or hiring someone to cook for you and pack your luggage (I’ve done all of these things).

Want to know what every single top performer I’ve interviewed in Brain Trust (including CEOs, athletes, and best-selling authors) ALL have in common? Simple. It’s habits. Successful people don’t just catch a lucky break and coast — they systematically identify and integrate winning habits into their lives, day in and day out, for years.

Ramit’s Brain Trust is now closed indefinitely. But before we closed the program, we extracted all the juiciest success habits from our guests and packaged them into a 7-part Ultimate Guide to Habits that you can read anytime, anywhere — absolutely free.


Ultimate Guide to Habits
Includes HD videos, action plans, and lessons from the world’s leading experts on behavioral change.


Imagine 30 days from today, jumping out of bed early with tons of energy. You actually LOOK FORWARD to the day — no more feeling frazzled — because of the new “peak performance” tools you’re using now.

Maybe you want to start eating healthier, or cook a meal once a week. Maybe you want to start a business, or even just read one book a month.

No problem. Start small. Pick 1 or 2 things to use these powerful techniques on, and watch what happens.

Just sign up below and I’ll send you a free copy of the Ultimate Guide to Habits right away.

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