One summer, when he was 16 years old, Nicolas Bijan Pakzad was working alongside his father at his luxury men’s boutique on Rodeo Drive. The shop, known simply as Bijan—and often referred to as the most expensive shop in the world—was slow that particular afternoon. Nicolas recalls, however, that in a sudden flurry, five Suburbans pulled up, secret service agents descended and President George Bush Sr. materialized.
In the years since, Nicolas has made his presence known, but with a light touch. He’s made updates, including a slimmer cut of suit and introduced women’s accessories and apparel. When we meet, he takes me on a tour of the new, expanded boutique across from the original location on Rodeo Drive . People can’t come in without an appointment. Which, by the way, is antithetical to most retail advice—you want to make it easy for shoppers to spend their money.
Because of the nature of your business—custom garments, made-by-hand for the extremely wealthy—do you think you’ve been better equipped to handle the coronavirus than other brands?
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