The Cuban influencer and actress Imaray Ulloa revealed in an Instagram reel all the expenses she incurred at a Hermès boutique in order to be offered a bag, yet she still didn't get the one she wanted.
"I had never bought anything from Hermès before, and everything you see here is what I had to purchase in order to be offered a bag, and not necessarily a Birkin," declared the Cuban resident in Miami in the video published this Sunday.
His goal was to acquire a Neogarden 23 calfskin bag, a handcrafted piece made by a single artisan in 15 to 25 hours, which is valued at around 10,597 euros in the second-hand market.
However, the store employees informed her that she first needed to demonstrate loyalty to the brand. "They told me with a divine smile that to get the bag I wanted, I had to start building a history," Imaray shared.
Far from being discouraged, the influencer immediately accepted the challenge. "You can't challenge me; I jumped right into the game," she stated.
Thus, Imaray made a series of purchases at the boutique: a pair of Oasis sandals, a Kelly belt, a wide-brimmed hat, four Italian model ties, and some shoes for her partner, the Cuban aesthetic surgeon Fabián Fontaine. The latter had to be ordered online because the store did not have them available in the desired caramel color.
At the end of the video, Imaray displayed the receipt for all the purchases. Despite the total spent, Hermès did not offer her the Neogarden or a Birkin during that visit.
After the shopping, Imaray seized the opportunity to celebrate. "Since every occasion is a reason to celebrate, I indeed went out to toast at a Japanese restaurant and enjoy something delicious," she said.
Hermès' practice of requiring a history of previous purchases to access its most exclusive handbags is an unofficial but well-documented policy in the luxury fashion world. The brand was sued in the United States in 2023 and again in 2025 for alleged illegal tying sales, but both cases were dismissed by the courts, determining that reserving products for high-spending customers does not violate antitrust laws.
A Birkin 25 in Togo leather costs approximately $13,500 in the United States in 2026, but Imaray is not willing to give up and closed the video with her usual sense of humor: "No, I still haven't been able to buy a Birkin, but baby, I've already entered her game," making it clear that the battle for the Hermès bag has only just begun.
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