Designer handbags are status symbols and are worn by celebrities and people who can afford the finer things in life. But as the fashion world has evolved, so has the availability of luxury. The rise of social media and Indian personalities becoming global brand ambassadors have blurred the lines between desire and reality.
As industry standards evolve and brands work to bring high-end fashion closer to the public, the dream of luxury is becoming more attainable. This shift is evident in platforms that offer a taste of designer fashion without the need to own it. Sanctuary is a prime example of this new wave. Launched in November 2022 by Anushi Patel and Rangoli Kute, India’s first subscription-based luxury handbag rental platform is changing the way Indian consumers interact with high-end fashion. By offering access to an impressive collection of over 100 designer handbags from global icons like Hermès, Louis Vuitton, Chanel and Dior, as well as cult favorites like Telfar and Coperni, Sanctuary is making luxury more inclusive and, most importantly, sustainable.
The concept behind Sanctuary is deeply personal for the founders. “Sanctuary is about sustainability, accessibility and the joy of experiencing luxury fashion,” says Patel. The duo recognized the growing demand for luxury items in India, fueled by social media and the increasing visibility of Indian personalities in the global fashion world. But they also saw the environmental and financial challenges that come with traditional luxury consumption. Sanctuary was born out of their desire to offer an alternative – a way to enjoy luxury without the heavy burden of ownership.
“Experience over ownership” is more than just a buzzword; it’s the ethos that drives Sanctuary. In a world where fast fashion reigns supreme and the environmental impact of our consumer habits is under scrutiny, Sanctuary offers a way to indulge in luxury without the guilt. The subscription model allows members access to a wide range of handbags and upgrade their style with the turn of a key. As Kute explains, “This approach fits the future of fashion, where access and experience are more important than material possessions.”
But why handbags? Why not shoes, clothing or other fashion items? “Handbags hold a unique place in fashion; they are iconic symbols of style, status and personal expression,” Patel notes. Unlike clothing, which must be designed for individual fit and comfort, handbags are universally appreciated and can instantly elevate any outfit. They are also more durable and hold their value better than most other fashion items, making them ideal for a rental model. This insight into the fashion world led the founders to focus on handbags as an entry into the luxury rental space.
Sanctum’s process is seamless and designed for ease of use. Members can expect to receive their selected handbag within 2-5 business days and keep it for up to 30 days. Unlimited exchanges are available for higher-tier members. This flexibility is key to Sanctum’s appeal, as it allows subscribers to try out a range of styles and brands without making a long-term commitment.
While other Indian brands offer handbags individually for rent, Sanctuary’s membership structure has proven to be a game-changer. For consumers, it means convenience and unlimited access to luxury without worrying about rental fees. “The membership model offers a stable revenue stream, better inventory management and a sense of community,” says Kute. While international platforms like Rent the Runway and Vivrelle provided a blueprint, Sanctuary stands out by combining the rental model with a strong focus on community and sustainability. The brand doesn’t just offer access to luxury; it aims to foster a sense of belonging among its members, who, in addition to their handbag rentals, also enjoy exclusive events, wellness retreats and pop-ups.
Sanctuary’s membership plans cater to a diverse audience, from novices diving into the world of luxury to seasoned fashion enthusiasts craving variety. The “Beginner” plan offers limited exchanges, ideal for those new to the concept. The “Pro” plan is suitable for fashion-conscious professionals who want regular access to different handbags. For those looking for the crème de la crème, the “Luxe” and “Couture” plans offer access to the most exclusive pieces, with the Couture membership even allowing multiple handbags at once.
Sanctuary’s growth has been steady since its launch, fueled by word of mouth, social media and targeted marketing. The brand markets itself primarily through digital channels, with a focus on showcasing its collection and sharing styling tips. Beyond conventional advertising, Sanctuary aims to educate its audience about sustainable fashion and the importance of conscious consumption. Member stories and testimonials play a crucial role in building a deeper connection with their community.
Sanctum was created for the modern, fashion-conscious Indian woman who appreciates luxury but also understands the importance of sustainability. Whether working professionals, celebrities or fashion enthusiasts, Sanctum offers a way to elevate their style while staying true to their values. As Patel puts it, “We target individuals who are increasingly conscious of the environmental impact of their consumption choices and are looking for ways to align their lifestyle with their values.”
In a world where luxury is often seen as synonymous with excess, Sanctum offers a refreshing alternative. It’s not just about owning a designer handbag; it’s about enjoying the craftsmanship, design and experience – without the associated constraints of ownership. As the Indian fashion landscape evolves in innovative new directions, Sanctum stands understated and bold, proving that luxury can be both aspirational and affordable.
Visit the Sanctuary website.
