Story by Editor-at-Large Carolina Ogliaro
The Fashion Detective: How Martina Harts Turned ‘Sold Out’ and “Rare” into Opportunity
In the fast-paced world of luxury fashion, where exclusivity and scarcity often reign supreme, one woman has carved out a niche that redefines the industry’s approach to sourcing rare and coveted pieces. Martina Harts, the founder of FOMO Call, is the go-to personal shopper who makes the impossible possible, sourcing items sold out before they even hit the shelves. Her story is as inspiring as it is groundbreaking.
From Pharmacist to Fashion Visionary
Martina Harts’ journey began far from the glittering world of high fashion. After earning her degree in pharmacy and working at a local pharmacy for several years, Martina found herself at a crossroads. With two young children, she yearned for a career that fulfilled her creative passions while allowing her to balance family life.
When her firstborn was three and her youngest was just one, Martina decided to pivot dramatically. She envisioned a career in the competitive fashion industry and began her entrepreneurial journey with only $70, sourcing hard-to-get items for clients. Her breakthrough came with a pair of Chanel wide-leg jeans adorned with the iconic CC logo—pieces that were on every fashionista’s wish list but nearly impossible to find. “I knew I needed to start from scratch and gain clients, but my motto has always been to make all of them feel like VIPs,” Martina explains.
Introducing Sourcing to Europe
At a time when sourcing rare fashion items was a concept largely confined to the United States, Martina introduced the practice to Europe. Through sheer determination and 20-hour workdays, she built a network that now spans from luxury boutiques to vintage shops worldwide. Her business model is simple yet effective: clients send a direct message via Instagram (@fomocall), including a picture, size, and color of the desired item. For a flat fee of €250, Martina and her team begin their detective work, often securing the item within 48 hours. Her dedication to customer satisfaction, coupled with her knack for locating elusive pieces, has garnered her a clientele that includes celebrities, royalty, and high-profile individuals. “Time is a massive reason for my success,” Martina says. “The luxury consumer just wants easy, fast, and on time.”
The Secret Behind Sold-Out Treasures
Martina’s expertise lies not just in her ability to find sold-out items but in her understanding of demand dynamics. Her monthly Vogue column, The FOMO List, is a curated selection of must-have items she predicts will sell out instantly. From limited-edition sneakers to vintage Chanel, her picks reflect her deep knowledge of the fashion ecosystem. Martina also emphasizes the importance of sustainable fashion by incorporating vintage and pre-loved pieces into her offerings. “Fashion is not just about new collections. It’s about finding the rare gems that tell a story,” she notes. By sourcing vintage items, Martina champions a more sustainable approach to luxury, reducing overconsumption while preserving the allure of exclusivity.
Growth and Recognition
Since its inception, Martina’s business has grown exponentially. By December 2023, FOMO Call reported over 1,000% growth, with monthly profits doubling consistently from February to November. Her attention to detail, from hand-written thank-you notes to flawless logistics, has earned her features in Vogue Scandinavia, Harper’s Bazaar, Costume, and more.
Her commitment to her craft extends to her team, which has expanded to 10 members and continues to grow. “I never believed I would get here so quickly. But I’m not done—I’ve only just started,” Martina shares. She hints at ambitious plans for FOMO Call in 2025, leaving her followers eager for what’s next.
A Passion Turned Empire
Reflecting on her journey, Martina recalls her childhood in Serbia, where she worked for months to buy her first Chanel wallet on chain. “Looking back, I’ve always used fashion to stand out. I’ve always been drawn to pieces no one else had,” she says. This drive has become the cornerstone of her business.
Today, Martina Harts is more than a personal shopper, she’s a pioneer, a tastemaker, and an advocate for sustainable luxury. By blending her detective skills with a deep love for fashion, she’s created an empire that’s redefining what it means to shop for the extraordinary. As she puts it “Nothing is out of reach.”
The Future of FOMO CALL
With a growing team and ambitious plans, Martina shows no signs of slowing down. “This year, we have enormous goals for FOMO CALL that give me goosebumps,” she says. As she continues to expand her empire, Martina remains committed to offering unparalleled service, ensuring every client feels like a VIP. Ready to join the revolution in luxury sourcing? Discover how Martina Harts is redefining fashion because when it comes to style, the impossible is just one message away.
