This titanium bike, studded with diamonds and fitted 18ct gold parts, is something that you wouldn’t want to leave locked to a bike rack. Custom built by jeweler Nicholas James, the bike took months of labor to complete.
Presented at the Cycle Show 2009, the bike was bought as an anniversary gift for $10,000 for Digi Foo-Kune by her husband. This is one bike that would get you mugged on any city street.
Implications - With the recession coming to an end, consumers are looking for products that feature a more luxurious element. Items that offer prestige are appealing to shoppers who want to experience an exclusive status.