Luxury Brand Model
Rather than trying to reach the largest possible audience, Bijan deliberately focused on wealthy and influential clients. His philosophy was that luxury should feel personal and rare. The store became known for custom-made clothing and exceptional materials, while its reputation was reinforced by the designer’s own personality and unconventional marketing.
The brand’s official history describes its early philosophy as being based on quality and exclusivity, with Bijan and his longtime business partner Dar Mahboubi building the company together. The Beverly Hills boutique became central to the identity of the House of Bijan. Its location on Rodeo Drive placed it among some of the world’s most famous luxury retailers, but Bijan’s approach made the store particularly memorable.
