It's in the look: Rent to impress

WASHINGTON

Arianne Callender never considered herself a designer handbag kind of girl. Her wallet forbade such frivolous longings.

But this holiday season, Callender, 33, will be toting a quilted leather Chanel pouchette that retails for about $400. She'll also be decked out in pearl Lori Bonn earrings and a sterling silver pendant necklace by Elle -- all rented online for a few dollars each day, with no one the wiser.

"My family thinks it's completely bizarre that I would borrow accessories," said Callender, of Washington. "I get so much cute stuff, and I don't have to buy it or store it."

Once, the wealthy enjoyed exclusive access to designer handbags and jaw-dropping jewels, fast cars and private jets. Now several companies are renting those products to people who desire the finer things in life without the headaches of ownership -- or the resulting credit card bills.

"The only thing people want is the experience," said Michael Prichinello, director of the New York outpost of Classic Car Club, which lends high-end vehicles to members for an annual fee. "I see the temperature in America changing in how you access luxury goods."

The market for high-end merchandise and services has more than doubled over the past decade. According to the consulting firm Bain & Co., the market for luxury goods in the Americas rose to $81 billion last year from $34 billion in 1995 at current exchange rates, with the United States accounting for 90 to 95 percent of the spending.

The aspiring customer has played an important part in that growth, with luxury retailers offering fragrances, wallets and key chains that are more affordable yet still bear coveted brand names. Formerly elite fashion designers have created low-priced lines for such stores as Target, H&M and Kohl's.

But that isn't enough for today's demanding shopper who wants the "real thing" but doesn't want to pay for it. Enter the rental.

Callender borrowed from the online company Bag, Borrow or Steal of Seattle, founded in 2004 in Florida by two men who watched in awe as the women in their lives spent wads of money on purses and then swapped them among one another. The company has more than 450,000 members and charges as much as $4,800 a month to rent a vintage Hermes crocodile Birkin bag.

Last summer, the company added necklaces, earrings and bracelets. The most expensive item available is a Vera Wang diamond flower pendant, which retails for $16,400. It rents to members for $203 a week.

"It's really more for the people who can't afford it but want to give the illusion of affording it," said Pam Danziger, president of luxury consulting firm Unity Marketing. "The true affluent people are not interested in badge value."

Ronnie Mervis of Mervis Diamond Importers launched a diamond rental program this fall at the company's new store in suburban Washington. The collection includes over-the-top necklaces and earrings with extravagant price tags of $10,000 to $60,000.

"Women want to wear something that's never been seen," Mervis said, something to "make all your friends tear their eyes out."

Halcyon Jets Holdings books customers on private planes on a pay-as-you-go basis, without the hassle of owning a plane or joining a club. The minimum cost is $25,000. Clients include celebrities, professional basketball players and corporate bigwigs, as well as groups of friends or business associates pitching in for a special occasion, Chief Executive Jonathan Gilbert said. Most customers pay an average $500,000 for flying time. For the holiday season, Halcyon unveiled a $5 million gift card. So far there have been no takers.

When Classic Car Club Manhattan opened in July 2005, Prichinello said, many people didn't understand the concept. Some thought it was a dealership.

The club charges a minimum of $7,500 a year, plus a one-time registration fee of $1,500, for access to its fleet of vintage cars, including a 1965 Shelby Cobra and a 1989 Ferrari 328 GTS, for 50 days.

"A classic car is a complete pain to own," Prichinello said. "You spend the whole time with a wrench in your hand instead of a steering wheel. We take all the headache out."

The business model helped inspire Jay Sapovits to found a company that rents second (or third or fourth) homes around the world as vacation spots. For a starting price of $34,900, members can spend up to 15 days in one of the homes in One Key's portfolio of lavish residences, in locations such as Las Vegas, Bermuda and Nantucket, Mass. Sapovits said the company has planned 20 vacations, and 10 more are scheduled within the next 45 days.

"The need for ownership no longer exists," he said. "No commitment is extremely attractive in every proposition man knows today."