Instead of a lump of coal, how would you like to find a 30.86 carat diamond in your stocking? The heart-shaped gem, valued at $ 6.1 million, is the most expensive gift in the new edition of the annual Neiman Marcus Christmas Book.
The Dallas-based department store unveiled its Christmas catalog, which includes the Mughal Heart Diamond and six other fantasy gifts. The design of the almost 100-page book requires months of planning.
“It takes over 2,000 hours of work and large teams across the company to help,” said Daz McColl, chief marketing officer at Neiman Marcus.
As in other years, the gifts are not limited to physical items. The second most expensive on the list is a $ 395,000 private party for 20 people on the stage of the iconic Apollo Theater, complete with a Roaring Twenties theme. Two of the fantasy items have an eco-friendly note: a sustainability-focused shopping experience valued at $ 345,000 and a customized all-electric Hummer truck and car auction package valued at $ 285,000.
Photos: Check out the ‘Fantasy Gifts’ in the Neiman Marcus Christmas Book 2021
The rest of the list will take shoppers on getaways they’ll remember. A three-day luxury ski trip for six to Jackson Hole costs $ 235,000 and includes a day on the slopes with Olympian Lindsey Vonn. Take a luxury tour of Portugal and bring home custom-made chinaware for $ 80,000.
The cheapest fantasy gift is a family trip to London and the chance for your child to have a personalized book written about it. It’s McColl’s favorite gift.
“The idea that a family can experience this and create this book together is a really good symbol of the love and relationships we have at Neiman Marcus and how we think of our customers,” he said, explaining, that some of the award goes to the Boys and Girls Club.
Curating the luxury wish list requires teamwork.
“We dream some of these and then work with partners to build and create them,” said McColl. “And sometimes we have partners who come to us every year and say, ‘We have this, we would love it if it were a fantasy gift.'”
The fantasy gift tradition began in 1959 when Stanley Marcus decided to sell an ox that customers could have delivered live or as a steak. Later decades brought extravaganzas that ranged from a Hawaiian home or a $ 20 million submarine to a life-size longhorn desk. The opulence wasn’t limited to the items on the pages of the Christmas book. Domestic cats supplied leather-bound catalogs to dozens of people across the country and flew around in private planes in 1977.
As in other years, the store’s Christmas party isn’t limited to its gift guide. McColl said they are working hard on in-store experiences for customers.
“Many of our stores will have so-called Instagram windows, where you can actually go in the window yourself and take a picture as if you were in a snow dome.”
McColl acknowledged that there is some uncertainty around the holiday season as companies grapple with supply chain issues and delivery delays. He said Neiman Marcus has already faced some challenges but believes they are in a good position. Nonetheless, he encouraged customers to check off their Christmas shopping lists early if problems should arise.
“I think this will be the smart game this year,” he advised.
While customers are just beginning to dream of what might end up under their tree this vacation, McColl says his team is already starting work on vacation deals for next year. The design of packaging for things like popcorn and cookies started last month and a few months after Christmas they start brainstorming topics.
“We always look forward to bringing this joy and magic to our customers.”
Instead of a lump of coal, how would you like to find a 30.86 carat diamond in your stocking? Check out the $ 6.1 million heart-shaped gem and check out the other six ultra-luxurious fantasy gifts revealed in the 2021 Neiman Marcus Christmas Book.
Take a look at the ‘Fantasy Gifts’ galleries from years past.
Neiman Marcus publishes Christmas Book 2019
Pictures: The Christmas book by Neiman Marcus 2018 is here
Neiman Marcus 2017 Fantasy Gifts
Neiman Marcus – The Christmas Book 2015
Neiman Marcus Christmas Book 2014 Fanstasy Gifts
Neiman Marcus 2013 Fantasy Gifts
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