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A Slice of the Upper Crust

Service providers find a niche offering convenience and class.

This story appears in the September 2006 issue of Entrepreneur. Subscribe »

Moving was once all the same--you tossed your stuff into cardboard boxes, paid burly guys to move it, and if you had breakables, hoped for the best. Ron Merrill, however, is changing all that with C&M Moving and Storage. Using what he calls "white-glove movers," his Houston-based company offers specialty moving services to customers with prized artwork and ultra-chic furniture. With interior designers in charge of handling and moving their clients' expensive décor, Merrill's company has turned the once-standard moving process into a high-end, resort-style experience.

"Luxury consumers are not lacking in material goods, and they also frequently look [for] what I call 'luxury experiences,'" notes Pam Danziger, founder of Unity Marketing, a Stevens, Pennsylvania-based marketing company specializing in the luxury demographic. That means when it comes to the same services that the average Joe might use--from food delivery to manicures to staffing services--some consumers are willing to pay first-class all the way.

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