Cucinelli's Lifetime Repairs

Ramit shares a story about luxury brand Brunello Cucinelli's approach to long-term value through their repair service.

"I have these tennis shoes from Brunello Cucinelli, an expensive Italian brand. They're about $700, but they do free repairs. Basically anything at these high-end brands - if it ever breaks or gets frayed, you take it in and they'll fix it for you, no questions asked, no cost.

But it's not really about the shoes - they're doing it as a courtesy. What they really want is for you to bring in your $11,000 coat that you've had for 25 years. They'll send it back to Italy where only they know how to perfectly repair it and then ship it back.

When I posted about this and showed my shoes, people loved the idea of free repairs. What they don't love as much is spending on quality in the first place. It's not about the free repairs - I can afford to get shoes repaired, so can you - but it's about being selective about what you buy and thinking about what's meaningful."