The cover of the 2025 Neiman Marcus Holiday Book Photo: Courtesy of Neiman Marcus
Neiman Marcus: Redefining Retail Through Innovation and Tradition
In today’s rapidly changing retail landscape, businesses are expected to go beyond mere product sales. They are now engaging in marketing, advertising, technological advancements, editorial content creation, event organization, and various media forms. This shift is fundamentally transforming the concept of retail operations across all sectors.
Neiman Marcus, one of the longest-standing department store chains in America, exemplifies this evolution. Established 116 years ago in Dallas, Texas, this retailer has demonstrated a remarkable ability to adapt while honoring its rich heritage. A notable illustration of this is its annual Holiday Book (formerly known as the Christmas Book), which debuted in 1915—well ahead of the current trend towards retail media.
For over six decades now, this publication has featured the retailer’s extravagant offerings known as Fantasy Gifts. These lavish items captivate both affluent customers and those who may never afford such luxuries. The holiday season often invites a sense of whimsy and temporary escapism from daily challenges; it’s a time when we can collectively marvel at extravagant offerings like a $7.1 million yacht from Neiman Marcus—just remember to cast your vote first!
A glimpse outside the launch event for Fantasy Gifts 2024 Photo: Marc Patrick/BFA.com
The Evolution of Fantasy Gifts into Retail-Tainment
While Fantasy Gifts have been around for some time now—with each edition incorporating charitable elements—the approach taken by Neiman Marcus has evolved significantly since 2022. The company refers to these initiatives as “retail-tainment,” which encompasses an array of events and campaigns throughout the year.
“When I joined two years ago and helped establish our brand office, our goal was clear: how do we narrate Neiman Marcus’s story through an integrated lens that reflects our comprehensive retail model?” said Nabil Aliffi, Chief Brand Officer at Neiman Marcus during a recent launch party for Fantasy Gifts in Los Angeles. “We aim to create holistic experiences where clients can engage with us digitally or physically at events.” He emphasized that each year presents new challenges requiring them to elevate their offerings further.
A Star-Studded Event with Exclusive Collaborations
This year’s launch attracted executives from various brands alongside VIP customers and celebrities who collaborated on seven exclusive Fantasy Gifts. Highlights include:
A luxurious trip offered by Manolo Blahnik to their London headquarters priced at $55,000;
A unique crystal Mahjong set created by Judith Leiber available for $20,000;
An exquisite yellow diamond necklace paired with an adventurous safari experience led by an award-winning wildlife photographer from Messika Jewelry costing $777,777;
An opulent carriage designed for royalty dating back to the 18th century listed at $1.9 million.
The sourcing process behind such aristocratic treasures remains unclear; however it’s evident that these gifts heavily rely on partnerships with selected brands willing to invest significant resources into creating unique experiences surrounding these initiatives.
“Participating in Fantasy Gifts is akin to being part of an exclusive club—there’s always a waitlist,” Aliffi noted regarding brand collaborations that enhance customer engagement through shared experiences across multiple platforms within stores throughout the season.”
The Value Of Long-Term Partnerships In Retail Success
Brands that have cultivated enduring relationships with Neiman Marcus are eager participants due not only because they value collaboration but also recognize how beneficial it can be when combined efforts lead toward mutual success.”
"For two years, we have been crafting something truly special," shared Valérie Messika, founder of Messika, during the event. "Our goal is to create an exquisite piece that also offers a personalized experience for the client purchasing it. As a diamond dealer and manufacturer, we envisioned an extraordinary safari in Namibia." She expressed gratitude towards Neiman Marcus for being a vital collaborator and felt "incredibly fortunate" to be selected for their Fantasy Gifts collection.
According to Jana Matheson, EVP and chief creative officer of Judith Leiber since 2010, Neiman Marcus is one of the most fitting retailers for their brand. "The relationship extends far beyond my 14 years with Judith Leiber; it dates back to Mrs. Leiber herself when she founded the label." Collaborating on projects like Fantasy Gifts feels natural for her. "They have an appreciation for sparkle and glamour that surpasses anyone else’s. Their presentation of evening wear is exceptional across all locations. From a designer's viewpoint, working with Neiman's is exhilarating; they understand our vision as well as their clientele does."
Matheson radiates enthusiasm about her work ("I laugh every day," she admits), recalling her contribution to the 2012 Fantasy Gifts—a $100,000 chicken coop inspired by Versailles. The essence of Judith Leiber encapsulates the delightful eccentricity now synonymous with Fantasy Gifts.
"Everything I create brings joy; it's pure delight," she explained passionately. "I adore whimsy—that's what drives my creativity. I relish seeing how other designers tackle challenges like crafting extravagant cowboy boots or stunning dish sets while stepping outside their comfort zones. The chicken coop still lingers in my thoughts!"
Explore the 2024 Neiman Marcus Fantasy Gift Offerings
The Marylin Fitoussi VIP Style Experience
Dive into your own “Emily in Paris” adventure! You and a guest will enjoy three luxurious nights at a high-end hotel in Paris before meeting Marylin Fitoussi—the costume designer from “Emily in Paris”—for an exclusive style experience tailored just for you! Your journey begins with a virtual consultation where you'll discuss your personal style ahead of your arrival and plan an exciting shopping tour through vintage boutiques and emerging fashion talents.
Your day culminates with dinner alongside Fitoussi and actor Jean-Christophe Bouvet—who portrays designer Pierre Cadault—at one of her favorite bistros followed by an exclusive behind-the-scenes look at costumes from the show along with personal fittings conducted by Fitoussi herself! Enjoy hair styling and makeup services from Emmy-nominated professionals before concluding your trip with a night out at Crazy Horse Paris cabaret featuring backstage access led by one of its dancers along with champagne toast prior to dinner! With this package comes a $25,000 shopping voucher ensuring you both leave Paris adorned in two complete outfits styled just for you!
Price: $175,000; A donation will be made to Heart of Neiman Marcus on behalf of this gift.
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The Messika Jewelry & Safari Adventure
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>Embark on an unforgettable journey through Namibia courtesy Of Messika—a renowned fine jewelry brand celebrated For its innovative diamond designs! Your adventure begins at Our Habitas Namibia—a luxurious retreat nestled within Kalahari savannah nature reserve—for five nights filled With excitement.
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>Experience A thrilling two-day flying safari led By acclaimed photographer Ami Vitale who Will teach you how To capture wildlife moments Like A pro! Following this incredible excursion take An exclusive tour Of Messika’s diamond-polishing factory guided By A member Of The family And receive An exquisite 18.05-carat yellow diamond necklace as part Of your experience.
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>Indulge In daily gourmet meals And wellness activities including relaxing spa treatments such As full-body masks And massages For both You And Your guest At Our Habitas Namibia spa facility.
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>Immerse Yourself In ancient South African culture Through bush braai dinners prepared Over open flames Underneath starry skies while taking home professional cameras Alongside lenses plus rolling cases To capture memories throughout This remarkable trip—all culminating With printed framed photos taken By Vitale shipped directly To Your home address after returning From This once-in-a-lifetime adventure!>
Price: $777,777; A donation will be made To Heart Of neIman marcus On behalf OF This gift.
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Discover the Art of Fine Porcelain with Ginori 1735
Image: Courtesy of Neiman Marcus
Embark on a journey to Florence, Italy, where you can immerse yourself in the exquisite world of fine porcelain craftsmanship with Ginori 1735. This exclusive three-day experience accommodates you and three companions at a luxurious five-star hotel. You will delve into the storied legacy of Ginori 1735 at their global flagship located in Palazzo Ginori, gaining insights into the meticulous art of hand-decorated porcelain from skilled artisans. After discussing your creative concepts, their design team will transform your ideas into reality by crafting a bespoke table setting for twelve guests. Additionally, you’ll have private access to the enchanting Minor Winter Garden dining room for an exquisite dinner prepared by a top chef.
Investment: $90,000; A contribution will be made to the Heart of Neiman Marcus in honor of this experience.
A VIP Shopping Adventure with Manolo Blahnik in London
Image: Courtesy of Neiman Marcus
You and a guest can enjoy an unforgettable three-night stay at The Connaught Hotel, renowned for its cocktail bar and Michelin-starred dining options. Your adventure includes visits to some favorite spots frequented by Manolo Blahnik throughout London. Begin your journey at his original boutique in Chelsea for an exclusive shopping experience where each person receives two pairs of shoes that can be personalized with monograms. Following this delightful shopping spree, enjoy afternoon tea with CEO Kristina Blahnik at the historic Mayfair Townhouse while discussing design inspirations behind seasonal collections. You’ll also have access to attend London’s inaugural Marie Antoinette exhibition at the Victoria and Albert Museum and receive invitations to one of its opening celebrations featuring guided tours led by experts. Conclude your trip with dinner at Wiltons, one of Manolo’s preferred British restaurants located in St James’s.
Investment: $55,000; A donation will be made to both Heart of Neiman Marcus and Manolo Blahnik Foundation as part of this gift.
The Celestial Boots & Astrological Insight from Miron Crosby
Image: Courtesy of Neiman Marcus
The luxury cowboy boot brand Miron Crosby from Dallas has transformed its iconic Margretta style into stunning Starry Night Boots adorned with pavé diamond stars set within 18-karat gold against sleek black leather—an homage to the night sky’s allure—with over 3,000 stones embellishing each pair. Additionally, these boots feature naturally sourced turquoise believed to offer protection and good fortune to wearers. Alongside these artistic creations comes a personalized virtual astrological reading conducted by renowned astrologer Rosie Cutter.
Investment:$28,000; A contribution will be made towards Heart of Neiman Marcus as part of this offering.
A Historical Treasure: The Royal Family Calèche from the 18th Century
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This magnificent calèche dates back to Spain’s royal family during King Charles III’s reign and measures seven feet long—originally crafted for royal children’s use . The intricately carved wood-and-metal carriage showcases pastoral scenes on all sides , complemented by gilded panels topped off with Greek-style friezes bordered by Baroque moldings . With only a handful remaining worldwide , including those housed within Versailles Palace , owning such an aristocratic artifact is truly rare opportunity .
< strong > Investment : $1 ,900 ,000 ; A donation w ill b e m ade t o t he H eart o f N e i m an M arcus i n h onor o f t his g ift .
The Exquisite Judith Leiber Couture Crystal Mahjong Set
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Judith Leiber Couture, a prestigious name in luxury accessories, has unveiled an exclusive mahjong set that is truly unique. This exquisite collection features 156 hand-cut tiles made from metallic Italian resin, all elegantly housed within a minaudiere. The design pays homage to Neiman Marcus’s iconic emblem; the handbag showcases a stunning mosaic butterfly adorned with over 10,000 meticulously placed crystals—an endeavor that required 80 hours of skilled craftsmanship.
The set is complemented by a sleek handle and shoulder chain, which includes a distinctive medallion representing the collaboration between Judith Leiber Couture and Neiman Marcus.
Price: $20,000. A portion of this purchase will be donated to the Heart of Neiman Marcus as part of this special offering.
