CovetThy
Curated e-commerce platform for authenticated pre-owned luxury handbags and accessories, founded in 2014 by former Hermès specialist Caroline Bui, serving individual collectors and fashion-conscious buyers seeking rare designer pieces through a Shopify storefront and affiliate partnerships.
- Company typePrivate
- Founded2014
- HeadquartersChicago, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What CovetThy does
CovetThy (legal entity R72, Inc., incorporated in Delaware) is a curated e-commerce platform for authenticated second-hand luxury goods, operated as a single-founder business by Caroline Bui out of Chicago. Founded in 2014, the platform sells pre-owned and new items across handbags, clutches, jewelry, scarves, shoes, watches, belts, wallets, and women's ready-to-wear, with a concentrated focus on Hermès (especially Birkin and Kelly bags), Chanel, Dior, Bottega Veneta, and Louis Vuitton. The technical foundation is a Shopify-hosted storefront supplemented by a proprietary handbag valuation algorithm that incorporates item-level data and market fluctuations, plus an iOS application in development positioned as a data-driven luxury product platform.
The business operates three revenue mechanics: direct one-time product sales priced individually (ranging from $120 for footwear to $162,500 for a Himalaya Birkin) settled via PayPal with a no-returns policy; affiliate commissions earned as a partner of Fashionphile, The RealReal, and Rebag; and ancillary marketplace presence through The Birkin Fairy Amazon Shop and eBay storefront. Marketing relies on content-driven channels — The Birkin Fairy blog, Instagram and Pinterest organic social, email newsletters, and earned media in Business Insider, US Weekly, and Bethenny Frankel's platforms. Distribution is direct-to-consumer via website and phone ordering, with explicit refusal of APO/FPO and selected international orders. Customer segments are distributed across luxury handbag collectors, fashion-conscious buyers, and luxury item sellers using the valuation and consignment-adjacent services.
The operation is structurally a sole proprietorship — Caroline Bui is described in source material as a one-woman operation handling photography, acquisition, sales, shipping, and social media. No external funding, no employees beyond the founder, no patents, no certifications, and no M&A activity are disclosed. Geographic service is concentrated in the United States with conditional international shipping.
CovetThy firmographics
Firmographics- Name
- CovetThy
- Legal name
- R72, Inc.
- Website
- https://covetthy.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Curated e-commerce platform for authenticated pre-owned luxury handbags and accessories, founded in 2014 by former Hermès specialist Caroline Bui, serving individual collectors and fashion-conscious buyers seeking rare designer pieces through a Shopify storefront and affiliate partnerships.
- Ownership category
- akta.pro rank
CovetThy industry classification
Industry- Product category
- Pre-owned Luxury Goods Resale
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry Retailers (458310)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Authenticated Luxury Resale Marketplaces (CRAKAKAA)
- akta.pro secondary industries
- Luxury Consignment Boutiques (Online/Offline) (CRAKAKAE), Luxury Leather Goods & Handbags (CRAKAFAB), Luxury Handbags & Leather Goods (CRAAAFAD)
Keywords
Where CovetThy is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Markets served
CovetThy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Direct sale of curated pre-owned luxury items including handbags, clutches, jewelry, scarves, shoes, watches, and ready-to-wear. One-time transaction model with payment via PayPal. Products sold at fixed prices with no returns policy.
- Affiliate Commissions: Earns commissions on qualifying purchases made through affiliate links to partner platforms including Fashionphile, The RealReal, and Rebag. Partnership page discloses 'As an affiliate, we may earn a commission on qualifying purchases made through links on our website.'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual luxury item sales at fixed prices |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
CovetThy product offering
Product offeringCore offering
CovetThy is a curated e-commerce retailer specializing in authenticated pre-owned and new luxury handbags, clutches, jewelry, scarves, shoes, watches, belts, wallets, and women's ready-to-wear from brands such as Hermès, Chanel, Dior, Bottega Veneta, and Louis Vuitton. Inventory is sourced and curated by founder Caroline Bui, a former 13-year Hermès of Paris specialist, and sold through a Shopify-based online store supplemented by phone sales. The company also offers a proprietary algorithm-driven handbag valuation service and earns affiliate commissions by referring shoppers to partner luxury resale platforms (Fashionphile, The RealReal, Rebag).
Product overview
CovetThy is a curated e-commerce marketplace for second-hand luxury goods founded by Caroline Bui, a former Hermès of Paris specialist. The platform operates primarily as a Shopify-hosted online store featuring authenticated pre-owned and new luxury items across multiple categories including handbags, clutches, jewelry, scarves, shoes, watches, belts, wallets, and women's ready-to-wear. The core product portfolio centers on Hermes, Chanel, Dior, Bottega Veneta, and Louis Vuitton pieces. Supporting services include a proprietary handbag valuation algorithm, The Birkin Fairy editorial blog, an iOS app in development, and an affiliate partner marketplace. The company positions itself as experts in the secondary luxury market with a reported $3 million in Hermès sales since 2014.
Differentiator
Problem solved
Functional benefit
Brands
- The Birkin Fairy: A blog operated by CovetThy founder Caroline Bui, providing insights on Hermès products, fashion trends, and luxury lifestyle content.
Products and services
- Handbags Pre-owned and new luxury handbags from Hermès, Chanel, Dior, and other designer brands, curated and authenticated by founder Caroline Bui; targeted at individual collectors and fashion-conscious luxury buyers.
- Clutches Luxury evening clutches and mini bags from Hermès, including Multiplis, Jige Elan, and Pochette Octogone styles in various leathers, sold through the CovetThy e-commerce storefront.
- Jewelry Fine jewelry including Hermès Collier de Chien bracelets and Chanel Comete 1932 ear cuffs with diamonds and precious metals, sold through the CovetThy e-commerce storefront.
- Scarves Luxury silk and cashmere scarves including Hermès Brides de Gala shawls and cashmere throws, sold through the CovetThy e-commerce storefront.
- Shoes Luxury footwear including Hermès Joueuse ankle boots and Bottega Veneta mules, sold through the CovetThy e-commerce storefront.
- Watches Luxury timepieces including Hermès Diamond Medor diamond watches with alligator straps, sold through the CovetThy e-commerce storefront.
- Belts Designer belts from luxury brands including Hermès and Chanel, sold through the CovetThy e-commerce storefront.
- Wallets Luxury wallets and small leather goods including Dior Cannage Promenade wallet on chain, sold through the CovetThy e-commerce storefront.
- Womens Ready to Wear Ready-to-wear luxury fashion including Chanel tweed blazers and Hermès linen suits, sold through the CovetThy e-commerce storefront.
- Handbag Valuation Service Proprietary algorithm-based service that evaluates individual handbag data alongside market fluctuations to determine the value of customers' luxury handbag collections, helping collectors actively manage their investments.
Quantifiable outcome
- Nearly $3 million in used Hermès items sold since 2014
- +1 more outcomes
Companies that use CovetThy
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
CovetThy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
CovetThy partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- FashionphilecoreAffiliate partnership promoting Fashionphile's handbags and jewelry collections. Featured products include high-value items like Hermes Matte Niloticus Crocodile Himalaya Birkin 30 ($162,500) and various jewelry pieces. CovetThy earns commission on qualifying purchases through affiliate links.
- The RealRealcoreAffiliate partnership featuring The RealReal's belts and clothing collections. Featured items include Chanel and Hermès pieces. CovetThy earns commissions on qualifying purchases through affiliate links.
- RebagcoreAffiliate partnership promoting Rebag's shoes collection. Featured Hermes and Chanel footwear. CovetThy earns commissions on qualifying purchases through affiliate links.
- eBay (The Birkin Fairy store)minorFormer primary sales channel where Caroline Bui sold nearly $2 million worth of Hermès Birkin bags before launching CovetThy's dedicated platform.
Scale indicators4 records
Recent moves3 records
Expansion highlights4 records
CovetThy competitors and assessment
Company assessmentDirect peers
- Rebag: Online resale platform for pre-owned designer handbags, shoes, and accessories with proprietary valuation tools (Clair). CovetThy runs an affiliate partnership with Rebag specifically for shoes, marking overlapping luxury-resale DNA and valuation-tech positioning.
- The RealReal: Largest authenticated online luxury resale marketplace in the U.S., offering pre-owned Hermès, Chanel, Dior handbags and accessories with expert authentication. CovetThy already routes affiliate traffic to The RealReal, making it both competitor and channel partner.
- Vestiaire Collective: Global authenticated pre-owned luxury marketplace with a strong Hermès and Chanel assortment and community-driven pricing. Operates at international scale that CovetThy does not, but targets the same authenticated secondary-luxury buyer.
- Fashionphile: Authenticated pre-owned luxury resale platform specializing in handbags and fine jewelry, including Hermès Birkin and Kelly. CovetThy maintains a core affiliate partnership with Fashionphile for handbags and jewelry, indicating direct category overlap.
Broad incumbents
- 1stDibs: Online marketplace for luxury items including designer fashion, jewelry, and watches, with authenticated higher-end inventory. Broader category than CovetThy, but overlaps in luxury accessories and pre-owned positioning.
- eBay: Where Caroline Bui originally sold ~$2M in used Hermès Birkins before launching CovetThy. eBay's authentication program for luxury handbags and watches now directly competes with CovetThy's curated offering.
- Sotheby's (Handbags & Accessories): Auction house with a dedicated Handbags & Accessories category that authenticates and sells rare Hermès Birkins and Kellys at the high end of the market. CovetThy's Birkin collector audience overlaps with Sotheby's specialty auction buyers.
- Christie's (Handbags Online): Auction house offering authenticated rare Hermès handbags online, with comparable rare-piece positioning to CovetThy's Birkin/Kelly focus at the top of the AOV range.
Emerging players
- Porter Value Vintage: Authenticated pre-owned luxury handbag and accessories reseller with curated assortment similar to CovetThy. Smaller scale than The RealReal but with overlapping Hermès/Channel focus.
Others
- The RealReal (already listed): Placeholder not used.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
CovetThy social profiles
Digital presenceCovetThy financial estimates
Financial estimateRevenue estimate
Valuation estimate
CovetThy leadership team
Management profileNumber of profiles
Profiles1 record
CovetThy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CovetThy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CovetThy
What does CovetThy do?
CovetThy is a curated e-commerce retailer specializing in authenticated pre-owned and new luxury handbags, clutches, jewelry, scarves, shoes, watches, belts, wallets, and women's ready-to-wear from brands such as Hermès, Chanel, Dior, Bottega Veneta, and Louis Vuitton. Inventory is sourced and curated by founder Caroline Bui, a former 13-year Hermès of Paris specialist, and sold through a Shopify-based online store supplemented by phone sales. The company also offers a proprietary algorithm-driven handbag valuation service and earns affiliate commissions by referring shoppers to partner luxury resale platforms (Fashionphile, The RealReal, Rebag).
Is CovetThy a public or private company?
CovetThy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CovetThy founded?
CovetThy was founded in 2014. It employs 1 to 10 people.
Where is CovetThy based?
CovetThy is headquartered in Chicago, United States, in the North America region.
How does CovetThy make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are affiliate Commissions.
Who are CovetThy's main competitors?
Direct peers on record are Rebag, The RealReal, Vestiaire Collective and Fashionphile. Broad incumbents are 1stDibs, eBay, Sotheby's (Handbags & Accessories) and Christie's (Handbags Online). Porter Value Vintage is listed as an emerging player. The RealReal (already listed) is listed as an others.
Does CovetThy have an API?
No public API is recorded for CovetThy.
What industry is CovetThy in?
CovetThy's product category is Pre-owned Luxury Goods Resale. Its primary akta.pro industry code is CRAKAKAA, Authenticated Luxury Resale Marketplaces, with a secondary code of CRAKAKAE, Luxury Consignment Boutiques (Online/Offline). Its NAICS code is 458 and its SIC code is 5600.