The Business of Glamour

As February 2026 draws to a close, the anticipation for the Oscars (March 15) builds. The final week of February sees the opening of exclusive “Gifting Suites” and “Style Lounges” in the penthouses of Beverly Hills hotels like the Four Seasons and the Beverly Wilshire.

While often viewed as promotional, these suites are where trends are solidified. For the jewelry collector, this is where one sees which gemstones are in vogue. Brands often debut their high jewelry collections here, weeks before they are seen on the red carpet.

Access is strictly invitation-only. For those in the industry, it is a time of high visibility. For the collateral lender, it is a fascinating barometer of the luxury goods market’s current temperature.

Wrap up your February planning with our Master Calendar.