She's an ex-editor of Elle and a veteran of the front row. Yet, admits FARRAH STORR, it took her years to learn... How to crack the curse of the snooty shop assistant!

FARRAH STORR says when it comes to luxury goods, the air of being hard-to-get is key. And it falls to shop assistants - a brand's front line of defence - to keep the mystique of luxury alive.

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