Luxury Resale in the UK: Antonia on Smart Buying and Releasing Wonder from Wardrobes

Luxury resale in the UK has moved from a niche habit to a smarter way to buy and sell preloved luxury. Antonia, CEO and Refounder of Sign of the Times, believes resale should feel as premium as buying new, while helping clients unlock value from their wardrobes with ease. Sign of the Times is a leading luxury resale marketplace, working with tastemakers across the world, and it also powers resale-as-a-service for world-class retailers including Selfridges, Farfetch, and John Lewis.

A luxury resale business built on trust, ease and community

For Antonia, people choose Sign of the Times for three clear reasons.

Trust and heritage. Sign has been trading for 50 years, supported by a leadership team combining 85 years’ experience in luxury retail and resale. In a market where condition, pricing and expertise matter, heritage builds confidence.

Ease. Clients are busy people. Sign offers a concierge in-home collection service and handles the process end-to-end, so clients can monetise their wardrobes effortlessly.

A personal store experience. Resale is emotional. Buying or selling pre-owned often comes with a story, and Sign’s physical locations help create a sense of community and relationship, not just a transaction.

Antonia’s journey: professionalising luxury resale

Antonia studied economics and launched her first business straight out of university. In 2019, she acquired Sign of the Times and grew it through organic expansion and strategic acquisitions, including two additional luxury resellers in 2023.

Today, Sign operates three physical locations, sells into 40 countries, and employs a team of 35. Antonia describes Sign as one of the largest managed luxury resale marketplaces in the UK, acting as an aggregator and helping professionalise the sector.

To date, Sign has given around 350,000 items a second life, equivalent to the energy consumption of 50,000 homes annually.

What makes certain luxury pieces appreciate in resale

“Investment pieces” exist, but Antonia is clear that appreciation is driven by structure, not hype.

Supply control. Hermès restricts Birkin and Kelly supply, creating scarcity that supports strong resale demand. Chanel increasingly applies similar control to its classics.

Resurgence of demand. Brands can reignite interest in archive pieces. Antonia points to Chloé, where renewed attention has helped drive demand for heritage styles, including the Paddington.

Near-guaranteed ‘investment bags’. Antonia’s most direct take: the only near-guaranteed “investment bags” are Hermès Birkins and Kellys. If you are lucky enough to buy at retail, you can often resell for thousands more the next day.

Smart purchasing vs “buying for investment”

If you are buying purely for investment, Antonia notes you cannot really use the item. Maximum value typically requires it to be box-fresh and complete.

Instead, she prefers smart purchasing: buying items that will retain value so you can wear and enjoy them, and still have a strong resale route later.

Antonia’s guiding principles:

• Buy classics in classic colours

• Think long-term, like you would with shares

• Be mindful of leathers and finishes

• Avoid customisation

• Do not assume limited editions will hold value automatically

Shop icons that hold value: Explore Hermès and Chanel classics

Resale trends: why demand is accelerating

Antonia sees resale growth being led by Gen Z, with “second-hand first” becoming their default. They influence older generations too, who often value the financial upside.

She compares it to established second-hand markets like cars: people check the resale price before buying new because the future value matters.

Key demand signals Antonia highlights:

• 47% of consumers now check resale prices before buying new

• In the US, 1 in 3 purchases is second-hand

• In the UK, 1 in 4 purchases is second-hand

• Resale is growing 5x faster than mainstream retail in the UK

Sustainability that feels practical, not performative

Antonia frames sustainability as extending the life of what already exists. Extending the lifecycle of an item by just two years can cut its environmental footprint by nearly three-quarters. Resale is one of the simplest ways to participate, and concierge selling removes the friction that stops people from taking action.

Luxury is still emotional

For Antonia, luxury offers status, wearable assets, and joyful indulgence that can feel both savvy and sustainable. But what matters most is memory and emotion, the stories that stay attached to pieces over time. Resale extends those stories rather than ending them.

How to sell preloved luxury with Sign of the Times

Antonia’s vision is to release wonder from wardrobes — helping clients unlock value from pieces they no longer wear, while keeping exceptional fashion in circulation.

Selling with Sign is designed to be simple and flexible. Choose the option that suits you best:

• Drop off in store for a personal, in-person experience

• Book a concierge home collection at a time that works for you

• Send your items from anywhere, with minimal admin

From there, Sign handles the process end-to-end, so you can sell confidently and effortlessly.

Start here: Sell with us