How to Host a Trunk Show That Sells: A Guide for Fashion, Jewellery and Luxury Brands in the UAE

Trunk show formats and when to use them

Why trunk shows work for luxury and fashion

Touch and fit sell what photos cannot

Fabric, weight, fit and the way a stone catches light are hard to judge online. A trunk show lets clients try pieces with expert help, which removes the biggest doubts behind a high-value purchase.

Exclusivity that is real

Seeing a collection before it reaches the shop floor, ordering a colour or size that will not be stocked, or meeting the designer are genuine privileges. They create urgency without fake countdowns.

Deposits help planning

The Business of Fashion has described trunk shows as pre-order sessions where designers collect deposits up front, which helps them plan inventory and produce pieces that might not otherwise reach the sales floor.

Relationships, not transactions

A good trunk show starts relationships that last for years: you learn sizes, tastes and occasions, and clients feel personally looked after. This is the foundation of clienteling.

How to host a trunk show step by step

1. Set a sales goal and a guest number: decide how many orders or deposits would make the event worthwhile.
2. Choose the format and venue, and check whether your venue or event needs a permit or approval (private, invitation-only events usually differ from public ones; confirm with the venue and the relevant authority).
3. Pick the edit: a focused selection with sizes and samples, a price list and an order form ready.
4. Build the guest list from past buyers, stockist clients, stylists, a host network and selected creators.
5. Send personal invitations three to four weeks ahead and offer appointment slots of 30 to 45 minutes.
6. Confirm each guest two days before and the morning of the event, and ask about sizes or pieces they want to see.
7. On the day, run slots on time, greet personally, style each guest, and take orders and deposits on the spot.
8. Follow up within 48 hours with a thank-you, photos of pieces tried, and a deadline for orders.
9. Record every client preference in your clienteling list so the next invitation is even more personal.

The treasure: a trunk show invitation, run sheet and follow-up kit

• Invitation (WhatsApp or email): "Dear [Name], we would love to invite you to a private preview of our [season] collection at [venue] on [date]. You will see pieces before they reach the store, meet [designer or stylist] and reserve your favourites. Would a 4pm or 6pm appointment suit you?"
• Host home invitation (for the host to send): "I am hosting a private showing of [Brand] at my home on [date]. They are bringing the new collection and you can try everything. Shall I save you a slot?"
• Confirmation (2 days before): "Looking forward to seeing you on [date] at [time]. Is there a piece or size you would like us to prepare for you?"
• Morning reminder: "See you today at [time]. Parking and entry details: [details]."
• Run sheet, 2 hours before: steam and hang pieces by look, check sizes, set up mirrors and lighting, test the card machine and payment link, print or load order forms.
• Run sheet, 1 hour before: brief the team on each guest (name, past purchases, sizes, occasions), set drinks, cue music, place price lists.
• Run sheet, each slot: welcome by name, show the three looks chosen for them, try on, note sizes and colours, offer to reserve with a deposit, take a photo of the pieces tried (with permission).
• Run sheet, after the event: log orders and deposits, update client preferences, list follow-ups due.
• Order form fields: name, phone, piece, size, colour, deposit paid, balance due, delivery or collection date, alterations, occasion date.
• Thank-you message (within 48 hours): "Thank you for coming, [Name]. Here are the pieces you tried: [photos]. We are confirming the final orders on [date]; shall I reserve the [piece] in your size?"
• Missed-guest message: "We missed you at the preview. If you would like, I can send you a short video of the pieces I think you will love, or book a private appointment this week."

A worked example

Picture an abaya and occasion-wear label in Dubai preparing its Ramadan collection. Instead of a big launch party, it hosts two trunk shows: one in a hotel suite for its top clients and one in the home of a loyal client who invites friends. Guests book 40-minute slots, the designer styles each guest, and pieces can be ordered in custom lengths with a deposit. Within two days every guest receives photos of what she tried and a date to confirm. The label logs sizes and occasions for each guest, so its Eid invitations are personal. (Illustrative scenario, not a client result.)

Want Husbar to do this for you?

Husbar can plan and market your next trunk show end to end: the guest list, invitations, creators, booking slots, content on the day and the follow-up that turns interest into orders. Book a free consultation call and we will map out your next private event.

Best times for trunk shows in the UAE

Plan around moments when clients are buying: the cooler months from October to April, the weeks before Ramadan and Eid, wedding season, and around Dubai Fashion Week when fashion audiences are active. Avoid clashing with major public holidays or large events your guests will attend. Always check the dates of moon-based holidays, which are announced close to the time.

Digital trunk shows for clients abroad

Many UAE clients travel or live between cities. A digital trunk show uses a short live video call or a private video, a WhatsApp catalogue and a payment link so clients can reserve pieces remotely. It works best for clients who already know your sizing and quality.

Measuring a trunk show

Track invitations sent, confirmed appointments, guests attended, orders and deposits taken, average order value and orders confirmed after follow-up. Compare the cost of the event with the margin from orders, and note which guests bought so you can plan the next list.

How Husbar helps

Husbar plans and markets trunk shows and private client events for fashion, jewellery and luxury brands: guest list strategy, invitations, content, creators and stylists, booking systems and follow-up. Our fashion and luxury marketing team can take this on end to end, or support your team. book a free Growth Audit.

Questions to ask before you start

• What sales goal makes this event worthwhile?
• Who are the 20 to 60 people most likely to buy?
• Which venue fits the brand and the guests?
• Can we take deposits and payments easily on the day?
• Who follows up with every guest within 48 hours?

Key terms

• Trunk show: a private event where a brand presents a collection for clients to try and order.
• Deposit: part payment to reserve a piece or a made-to-order item.
• Clienteling: building long-term personal relationships with individual clients.
• Appointment slot: a booked time for one guest or a small group.
• Edit: the selected pieces shown at the event.

Mistakes to avoid

• Inviting a crowd instead of buyers.
• No appointment slots, so top clients wait.
• No way to take deposits on the day.
• Waiting a week to follow up.
• Not recording preferences for next time.

Why fashion brands win on identity, not discounts

Shoppers rarely buy fashion because they need another item. They buy because a piece says something about who they are or want to be. Boutiques and brands that build a clear identity, show real styling and treat customers personally earn loyalty that discounts never buy.

Related reading: clienteling for luxury boutiques, fashion boutique marketing in Dubai, fashion pop-up shops in Dubai and jewellery brand marketing.