the anti-lipstick effect making people rich

One of my morning rituals is browsing through my favourite online magazines, Business of Fashion. Slap ‘Business of…’ on anything and I’m a devoted reader (sue me!).

But this week I noticed that while everyone's debating whether we're in a recession, Hermès just posted 9% sales growth in Q2 2025. Yes, the company that makes £15,000 handbags is absolutely smashing sales while layoffs are up and most people are tightening their belts.

There’s just something about Birkins, Hermès, and consumer psychology that always hooks me. This isn't just rich people being rich. It's a massive economic signal creating three specific opportunities that could change your financial trajectory if you understand it well.

The wealthy don’t cut spending during uncertainty, they make their spending louder, and I’m coining it the Birkin effect. And Birkin effect behaviour is basically a roadmap for where smart money flows when the world feels unstable.

So let’s figure out how we can become financially hotter with this roadmap.

𝜗ৎ In this issue:

• What Hermès represents in 2025…

• You should care (even if you’ll never buy a Birkin …

• The anti-trend investment strategy

• Building your own Birkin strategy

Quick note: The Payday Workshop is live! Watch a tour of the workshop here before the price goes up. It’s everything you need to build the most important routine for your wealth: every step outlined, a video workshop for you to DO your routine, and a transaction tracker + budget designed for minimal overwhelm and anxiety.

I’ve added a few features to the tracker, but it’s the same one I used to get out of my overdraft, pay off credit card debt and invest £60k over 5 years.