Luxury Goes Undercover

Via Newsweek International (July 2-9, 2007 issue):

The best things in life aren't necessarily flashy objects but discreet, meaningful experiences. There are bespoke suits. And then there are bespoke books. For the mogul who truly has everything, there's something new: a custom-made autobiography. For any where from a few grand to $100,000, Myspecialbook.com, a publishing company started a few years back by wealthy Argentines, will write, design and publish a book all about anyone who can afford it. The glossy pages will be filled with beautiful photos, personal letters and other mementos, artfully laid out to illustrate a life of wealth and privilege. The text will feature quotes and anecdotes from the subject's rich and powerful friends. Milton Pedraza, director of the New York-based research firm the Luxury Institute, recalls a well-known private-equity billionaire who was recently brought to tears after receiving such a birthday gift from his wife. "It's the story of your life, told by the people who love you," he says. "Can you imagine anything more personal? That's real luxury."


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