News lifestyle fashion Hermès Had Unwritten Shopping Rules To Buy Birkin Or Kelly: Here’s What You Need To Know
Last Updated:August 22, 2026, 18:11 IST
Comedian Zarna Garg documented and shared her harrowing experience at a Hermès store on Instagram, where she was locked in a bathroom for over an hour.
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Zarna Garg is currently on her world tour for her comedy special, The Million Dollar Excuses Tour’, with her three kids – Zoya, Brij, and Veer. She was in Berlin, Germany, for her show and had a rather unnerving episode that took place in the Hermès bathroom. The mum of three documented the entire thing and shared it with her 2 million followers on social media.
Zarna Garg shared a horrifying incident where she was locked in the bathroom of the Hermès store in Berlin for around one hour and 20 minutes. She explained that while she first tried to make light of the situation, she soon realised that no one was really taking the situation very seriously.
Instead of rushing to her aid and being apologetic about the incident, which took place in a luxury store, where she was a potential customer, Zarna Garg spoke about how she was at the receiving end of hostility and a lackadaisical attitude.
The comedian also made a snarky connection in her post: “How ironic that the company that makes a bag that is impossible to open and close now has a bathroom door that is impossible to open and close. Shakespearean tragedy but also so authentic. Useless bag, useless door, useless people.”
Hermès’ unwritten rules
Founded in Paris in 1837 by Thierry Hermès, Hermès has become synonymous with exclusivity, craftsmanship and luxury. While the fashion house has an extensive portfolio of handbags, few have achieved the cult status of the Birkin and Kelly. But for those who like luxury bags, buying one is not as straightforward as selecting a bag from a shelf and paying for it.
The difficulty is not necessarily the price tag alone. Hermès operates through a tightly controlled distribution system, limited availability and boutique-level allocations, creating an experience where access can be as valuable as the handbag itself.
You can’t simply walk in and buy a Birkin
Unlike most luxury handbags, coveted Hermès styles are not generally available for anyone to purchase on demand. The Birkin and Kelly are traditionally treated as ;quota bags’, meaning their availability is controlled and purchases are subject to limits.
This has given rise to what luxury shoppers often describe as Hermès’ “unwritten rules”. If you want to buy a bag, you must not develop and maintain a relationship with the brand and sales associate.
Having the money to buy a Birkin does not necessarily mean that one will be available to you. Instead, shoppers often spend time developing a relationship with a particular sales associate, who may eventually contact them when a suitable bag becomes available.
Hermès’ spend-to-get system
One of the most talked-about aspects of the Hermès experience is purchase history. People who wanted to buy from the brand would often shop across categories such as shoes, ready-to-wear, jewellery, accessories and homeware while building a relationship with their boutique. This has led to the widely discussed idea of a “spend-to-get” system, where clients purchase other Hermès products before being offered a Birkin or Kelly.
It is important to note that the brand does not publicly advertise a fixed spending requirement or an official formula that a person must spend a certain amount before they can buy a quota bag. Much of the discussion around purchase history comes from individual experiences, luxury forums and the wider resale industry. It is the true definition of the phrase, “If You Know, You Know”.
A change in Hermès’ quota bag rules
In 2025, according to several report, Hermès has switched up its rules. Traditionally, the Birkin and Kelly were the bags most closely associated with the quota system, with shoppers generally limited to purchasing two quota bags in a calendar year.
However, changes reported in 2025 suggested that some boutiques were expanding the list to include additional coveted styles. These reportedly included the Kelly Danse, Kelly Pochette, Kelly Elan and Constance Elan.
For years, loyalists of the brand have purchased from different Hermès boutiques around the world as a way to circumnavigate the allocation limits. You might, for example, purchase a bag in Paris and later try your luck in New York or Tokyo.
That strategy has reportedly become more difficult as purchase information becomes increasingly centralised. This means that scoring a coveted Mini Kelly while travelling does not necessarily mean that you have found a loophole. Depending on the applicable rules and the bag’s classification, the purchase may still count towards your annual quota.
Zarna Garg’s bathroom incident at Hermès
She posted a video to her Instagram and wrote in the caption, “We are all freaked out because I was locked shut in the bathroom of the Hermes store in Berlin for over an hour and no one cared! No apology, no explanation, not a word of comfort was offered.
Not even to my kids or team who were watching in horror on the other side.”
She then added, “I was locked in behind a door that was a cheap, flimsy piece of plywood in violation of the fire code. At first we made light of it. We started recording thinking we’ll make a funny video about what you can do when locked in a bathroom… As time went on, we got concerned that they were making no headway and demanded the managers call the Fire Department. The store was adamant that the door needed to be protected!”
Zarna Garg, who was accompanied by her kids and members of her team, explained how even when she did make it out of the toilet, she was offered no aid or even a word of apology. Instead, she was practically escorted out of the store in a hurry.
She ended the note by saying that as a lawyer, she understands that the brand’s legal team might’ve advised the store staff to not say anything. She wrote, “On the way out, an associate pushes a cheap bottle of champagne into my hands. A peace offering? We declined and they closed the door behind us and locked it shut.”
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About the Author
Abigail BanerjiSenior Sub Editor
Abigail Banerji is a Senior Sub Editor with News18’s English desk. She brings 6 years of experience across both print and digital newsrooms, spanning editorial planning, reportage, copy editing, conte…Read More
First Published:
August 22, 2026, 17:33 IST
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