Conrad Hotel's Shop the City: 'Hop in the back for a capital way to do your Christmas shopping'

Scooped up at a five star hotel by a smiling chauffeur, holding open the doors to a gleaming black Range Rover, I am driven around a selection of London’s very finest stores, where I am greeted as an old friend. “It’s the perfect way to shop,” says my driver, Paul, who has been tasked with taking me on a tour of some of the West End’s most lavish shops.

“It is shopping VIP style.” he smiles, as we sweep past Buckingham Palace, on our way to our first stop of the day – the classy Bremont watch boutique in South Audley Street – where two polished blondes greet me with a glass of Champagne and a personal look at their range of enviable, if pricy, aviator-style timepieces. I am hooked, though resist the urge to impulse buy. For now anyway. Besides, there are more shops to come – some of the biggest and smartest in the capital.

This taste of celebrity lifestyle is called Shop the City – a guest package offered by one of London’s newest, and already most desirable hotels: the Conrad London St James – a five-star luxury hotel in the heart of Westminster.

The idea is simple enough: stay for two nights and treat yourself to a day of shopping in the West End while being driven door to door in your own chauffeur-driven 4x4. It’s the perfect festive treat; a taste of luxury which takes the sting out of Christmas shopping and transforms what could be an otherwise dreary experience into a day you are likely to remember for life.

"The Conrad guest expects a number of things," says Joe Ashworth, Senior Director of Luxury Brand Marketing at Conrad Hotels. "Intuitive service that is tailored to their needs, connections with the local culture and style.

"With this program intertwining personal shopping, our concierge, access to the local culture and to some amazing luxury brands, we think it works.

"These experiences are about making our guests journey that much more inspired, and by offering them a curated tour of four luxury boutiques by their personal shoppers whilst in being chauffeured in a new Range Rover is certainly making an impact."

The Conrad’s concierge seemed almost as excited as me, as he described the delights instore: a personalised shopping experience at a carefully-curated list of stores, with expert advice from personal shoppers.

And he was right. We emerge to find Paul waiting, door held open for the next installment: Paul Smith’s flagship store in Albermarle Street. Smart and cool and decadant; it is retail heaven for the well-dressed lad about town. Though the best was still to come.

Sitting grandly on Piccadilly is the finest grocer’s in the land, if not the world: Fortnum & Mason. By appointment to the Queen, this is where high society does its weekly shop – or, at least, sends someone along to do it for them. The store is a tourist attraction in its own right. Since being founded in 1707 by William Fortnum and Hugh Mason, this is where royalty, the rich and famous pop in for everything from fine wine and caviar to fruit and veg. And tea.

At Harvey Nicols

“We pride ourselves on our tea,” says personal shopper Kelly Bryant, pointing out a crest tastefully advertising a royal warrant as tea merchant to the Prince of Wales.

The store’s tea parlour is a temple to the cuppa – a fragrant riot of colour which cossets the senses. Connoisseurs sniff blends of loose leaves and order by the caddy – each a work of art in itself.

Many come specially for afternoon tea, soaking up the ambience of the Diamond Jubilee Tea Salon, one of the most refined spots for a brew in the capital.

For something even more opulent, there’s the Fountain Restaurant – a spacious brasserie serving breakfast, lunch and dinner to the beautiful people. A quirky menu offers such delights as Welsh Rarebit and The Queen Mother's favourite midnight snack, Oeufs Drumkilbo (One of Charles’s specialities too, I learn).

If Fortnum’s is famous for one thing it’s Christmas hampers. A good introduction is the Winter Warmer basket, an assortment of treats with biscuits, ginger preserve, three teas, wine mulling spices and a small bottle of port, all for £45 – including a gorgeous basket. That’s affordable luxury.

As one might expect from a store once linked by secret tunnel to St James’s Palace, understatement is key, even in its jewellery and hat departments. There is no festive tat. Taste reigns supreme.

“So, who else shops at Fortnum’s?” I ask Kelly, as we amble by antique furniture and original art hanging on wood-panelled walls.

She blushes slightly, but her lips remain sealed. “We do have some very famous customers,” she whispers. “And yes, royalty do visit – along with lots of people you will recognise. You’ll just have to guess!”

Discretion forbids any elaboration.

It’s a similar story at our next stop, Harvey Nichols, in Knightsbridge. The definitive destination for seriously stylish retail therapy, it oozes designer chic – as does its smart clientele.

“We offer something different to other stores such as Harrods,” says our guide Rebecca Attrill, turning her nose up slightly at mention of their gauche larger neighbour.

The Conrad London St James Hotel

“We aim for luxury and latest styles, and our customers appreciate that, knowing they are going to find something they won’t get anywhere else.”

I nod, as we explore, giving myself whiplash as we pass this season’s must-haves (not as expensive as you’d think).

As I emerge Paul grins at the oversized shopping bag he places on the passenger seat. “So have you done your Christmas shopping then?” he smiles.

I look down, ashamed. “Kind of,” I admit. “But nothing for anyone else. That’ll have to wait for another day...”

• The Shop the City Package runs from now until December 21.
• Prices start from £1,298 based on two nights staying in a suite at Conrad London St James on a B&B basis.
• Additionally, you can book onto the experience for a £99 per person supplement on any room type when staying for two nights. Nightly rates at Conrad London St James start from £240 on a room only basis/£290 on a B&B basis.
• Visit conradhotels.com/london or call 020 3301 8080.

Retail therapy