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Upscale concierge businesses give new meaning to the phrase "service with a smile."

This story appears in the July 2004 issue of Entrepreneur. Subscribe »

Come on, admit it--you secretly want to be treated like a star, to have the world at your feet and your most whimsical desire fulfilled. Tickets to a sold-out show? Reservations at a high-end hot spot? A chartered flight to Bali?

You're not the only one. A whole industry has sprung up to make people's wishes come true--and entrepreneurs are profiting from doing so. For the concierge who traffics in the luxury market, it's all about making life a little more plush.

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