Most of the world is tightening their belts — and while many moms are looking forward a Mother’s Day with hand-crafted cards, half-charred breakfasts in bed and some sort of bouquet picked from nearby parks or backyards, the one percent is still going full-out. Here’s some of the high-end merch been flying off the shelves, economic downturn be damned.
MOKE electric vehicle ($18,500)
While these street legal, carbon-free and open-air cars come in a rainbow of colors, the company had to double down on production of its hot pink version for Mother’s Day. They’re especially popular in the Hamptons, Martha’s Vineyard, Boca Raton, Palm Beach, Beverly Hills, Dallas and Malibu. A rep for the car, which maxes out at 25 mph, said: “People are socially distancing in their Mokes. Since they are open-air cars, you can drive by friends and family and wave and chat, and even decorate them for birthdays or drop off food and supplies to loved ones.” Socialite Reneé Steinberg keeps a Moke in Palm Beach and loved it so much, she ordered another for the Hamptons: “I take a ride every morning and every late afternoon. It’s been a saving grace in these tough times.”
Golden caviar delivery ($5,000)
Rich New Yorkers love caviar so much they even have dealers for the salty little fish eggs. And this Mother’s Day, they are getting deliveries of it to their door from places like Ikraa Caviar, which sell tins that the brand claim retails for $2,500 at just $1,600 — as well as a rare golden caviar that goes for $5,000 per 500 grams.
Curvy Fringe Duster by VOZ ($3,200)
Eco-conscious moms love soothing their guilt with Voz clothing — which, according to the brand’s site, is a “certified ethical fashion company whose mission is to protect the livelihoods, well-being and cultural values of rural indigenous women globally. We pay living wages for every textile and sewn garment, and use sustainable fibers and processes.” Jasmine Aarons, the founder, said the $3,200 Dusters have almost sold out ahead of Mother’s Day and added: “Right now our clients and fans want comforting, heirloom-quality pieces that make them feel safe and are special to them.”
Designer face masks (as much as $750)
While high-end brands including Fendi, Off-White, Marcelo Burlon and Marine Serre have all manufactured and sold face masks — retailing for up to $1,000 — in the past. you can’t find them for love or money right now. According to Glossy, “retailers are refusing to stock them because of a fear of backlash … selling a mask by a luxury brand with a luxury price point is in poor taste.”
But that doesn’t mean people don’t want them — or that some struggling retailers won’t sell them. A crystal face mask from Gucci recently sold on the consignment site RealReal for a whopping $750 (despite the fact that it is porous!), and Saks Fifth Avenue still has a Fendi “Pollution Mask” on its site for $250. Meanwhile, $80 DIY masks made from “real” Louis Vuitton bags are proving popular on streetwear marketplace Grailed.
MUTHA Mother’s Day Gift Set ($159)
Kate Hudson and other celebrities are a huge fan of this “stretch mark killer.” Founded by billionaire investor Robert Smith’s wife, Hope Smith, MUTHA products are all-natural and free of parabens, petroleum, phthalates and sulfates. “Having officially launched MUTHA in fall 2019, this is the brand’s first Mother’s Day and we’ve witnessed an increase in sales, specifically for the gift set, which bundles our Body Butter and Body Oil together for the most luxurious body experience,“ Hope said.
MAC Limited Edition Selena Collaboration ($300)
Even though people are working from home and socially isolating, they apparently still want to look good. This collaboration, honoring the iconic late Latina singer Selena, sold out in less than a minute when it debuted on Instagram Shopping in April. According to reps for MAC, in the lead-up to Mother’s Day, sales of the Vault — which includes all 15 products from the line, enclosed “in a sparkling makeup bag shaped like Selena’s iconic sequined bustier” — are still going strong.
Master + Dynamic wireless earphones for Louis Vuitton ($1,120)
These fancy earbuds were an immediate hit when they were introduced in January due to their design as well as wireless induction charging, active noise cancellation and dual microphones. While they come in five colors, the pink and white ones have proven to be favorites for those willing to drop a big chunk of change for Mother’s Day.
Ovando Bloombox ($250 and up)
Roses are passé. This year, the women of the horsey set are gagging over peonies, spray roses, parrot tulips and other specialty blooms sent directly from Holland to your door. “It’s for the mom who needs more than roses,” sniffed on Miami socialite.