Cuban influencer and actress Imaray Ulloa shared in an Instagram reel the lengths she went to in a Hermès boutique to be offered a bag, only to still not secure the one she wanted.
"This was my first time shopping at Hermès, and all these items you see here were what I had to buy to be offered a bag, and not even a Birkin," stated the Miami-based Cuban in the video posted this past Sunday.
Her aim was to acquire a Neogarden 23 calf leather bag, a handcrafted piece made by a single artisan over 15 to 25 hours, which sells for approximately 10,597 euros on the second-hand market.
However, the store employees informed her that she needed to first demonstrate loyalty to the brand. "They told me with a charming smile that to access the bag I wanted, I had to start building a purchase history," Imaray recounted.
Not one to be easily discouraged, the influencer eagerly accepted the challenge. "I'm not one to back down from a challenge; I immediately got into the game," she asserted.
To build her purchasing history, Imaray made several acquisitions at the boutique: a pair of Oasis sandals, a Kelly belt, a sun hat, four Italian-style ties, and a pair of shoes for her partner, Cuban cosmetic surgeon Fabián Fontaine. The shoes had to be ordered online as the store did not have the desired brown shade in stock.
At the video's conclusion, Imaray displayed the receipt for all her purchases. Despite the accumulated expenses, Hermès did not offer her the Neogarden or a Birkin during that visit.
Following her shopping spree, Imaray took the opportunity to celebrate. "Since everything is a reason to celebrate, I went to a Japanese restaurant to toast and enjoy something delicious," she mentioned.
The practice of Hermès requiring a purchase history to access its most exclusive bags is an unofficial but widely recognized policy in the luxury fashion world. The brand faced lawsuits in the United States in 2023 and again in 2025 over alleged illegal tying sales, but both cases were dismissed as courts determined that reserving products for high-spending clients does not violate antitrust laws.
A Birkin 25 in Togo leather costs around $13,500 in the U.S. in 2026, but Imaray remains undeterred, ending her video with her characteristic humor: "No, I still couldn't buy a Birkin, but baby, I'm in their game now," making it clear that her quest for a Hermès bag is just beginning.
Understanding Hermès Shopping Policies
Why does Hermès require a purchase history for certain bags?
Hermès requires a purchase history to ensure that their most exclusive bags, such as the Birkin, are sold to loyal customers. This practice aims to maintain the brand's exclusivity and prestige.
What did Imaray Ulloa buy at Hermès?
Imaray purchased Oasis sandals, a Kelly belt, a sun hat, four Italian-style ties, and shoes for her partner. Despite these purchases, she did not receive the desired bag during her visit.
Has Hermès faced legal issues regarding their sales practices?
Yes, Hermès faced lawsuits in the U.S. in 2023 and 2025 over alleged illegal tying sales. However, both cases were dismissed as courts found that reserving products for high-spending clients does not violate antitrust laws.