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Luxury Retailer Cartier Gets Personal

Luxury retailer Cartier has a new approach to marketing its high-end wares: Tupperware parties. It's probably not a comparison the legendary French company would appreciate, but the private-home exhibitions of baubles and treasures have become a necessity in an age when luxury has become mass-produced.

These days, Cartier is better known for its heavily advertised "Love" bracelets and watches-as well as the accessories that please investors: sunglasses, handbags, pens, lighters. But while such products help satisfy stock holders, they don't do the band's image any favors with the uber-wealthy.

Which is why Cartier is now putting extra effort into courting-or "aggressively stalking"-those who can afford a $150,000 bracelet.

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Read the whole story at The Wall Street Journal »

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