VeryFirstTo is an online business which markets to wealthy individuals with an interest in becoming the first to discover and purchase new luxury products and experiences. The company's website and e-zine showcase newly released desirable items, which are rated by a group of selected celebrity "connoisseurs".
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The company is known for selecting outrageously expensive luxury products that draw media attention, such as a $49,000 chocolate Easter bunny with inset diamond eyes, and a two-year travel package to all of the UNESCO World Heritage sites, which was sold for £1million. In 2015, the company attracted media attention for £995,000 Christmas crackers and the "World's most expensive Christmas tree star", which was on sale for £615,000.
Company history and website
The company was founded by Marcel Knobil, the founder of Superbrands, in 2012.
The site is aimed at "'ûber consumers' who are distinguished by their desire to be the first to have the latest products and experiences, and their willingness to pay many times over the normal price." Access to the site is through free or paid-for membership, the latter of which provides access to exclusive privileges.
List of celebrity "connoisseurs"
VeryFirstTo Connoisseurs include: