Calder and Co is moving beyond the traditional concierge model, repositioning itself as a private office designed around highly personalized advice and specialist expertise.
Founded in London by Laura Fursdon in 2021, the company has never operated like a conventional concierge service. Rather than assigning clients a single generalist, Calder and Co gives members access to a global network of specialists with expertise across some of the most exclusive areas of luxury.
Now, the company is formally retiring the “concierge” title.
From Access to Personal Judgment
Fursdon, who has spent two decades working with ultra-high-net-worth clients, told Robb Report that the decision reflects how luxury client services have evolved.
In the early 2000s, she says, concierge services were largely defined by access: securing difficult reservations, arranging exclusive experiences and opening doors that might otherwise remain closed.
Today, Calder and Co believes the emphasis has shifted toward understanding what is actually appropriate for each individual client.
“Our whole ethos is being experts in our members,” Fursdon said, emphasizing the importance of having the judgment to provide tailored advice rather than simply fulfilling requests.
At the center of Calder and Co’s new private-office positioning is a board of specialist advisers covering fields including aviation, yachting, automobiles, dining, culture and wellness.
The advisers are based around the world and remain closely connected to their respective industries, allowing them to stay informed about emerging trends, new launches and developments within their areas of expertise.
Fursdon describes the network as giving each member access to what amounts to a personal board of advisers.
Rather than operating independently, the specialists collaborate on individual requests, allowing Calder and Co to approach a client’s needs from multiple perspectives.
That can range from arranging a superyacht or private jet to sourcing an off-market chalet or private island.
The shift from concierge to private office therefore reflects more than a change in terminology. It signals Calder and Co’s effort to position its service around long-term knowledge of its members, specialist judgment and highly individualized recommendations rather than access alone.
Another feature that sets Calder & Co apart from a traditional concierge service is its close relationship with family offices. Founder Laura Fursdon says members often seek advice on managing assets such as private jets and yachts, which can also support the work of their family offices.
“We do work very closely with family offices in that way, but we stay clear of our members’ actual investments,” Fursdon says.
Membership Built Around Individual Needs
Membership at Calder & Co starts at £25,000 a year, or approximately $33,700. Rather than imposing a formal vetting process, the company begins with a personal conversation with prospective members.
Fursdon says those discussions cover everything from a client’s interests and ambitions to family considerations and frustrations. The goal is to understand what they want to accomplish and then develop a personalized plan around their needs.
The approach appears to have fostered a loyal membership base, with Fursdon describing renewal rates as “very high.” While the company’s services remain largely unchanged, its move away from the traditional concierge label toward the “private office” designation more accurately reflects how it operates.
