👉 Background: Cettire is an Australian luxury goods marketplace that sells many of the world's biggest luxury brands. Think: Fendi, Cartier, Gucci, Prada. But Cettire are often not technically 'authorised' to sell these products that they buy through distribution channels (which is why Cettire is considered to be in the grey market).

👉 What happened: Clearly, something is working for Cettire because it just announced that its first half sales jumped 89% to over $354 million. Cettire reckons that despite all the cost-of-living challenges in the world, high-end consumers still have a strong desire for designer products.

👉 What else: Cettire is planning to take on the Chinese market to give it an even bigger boost. And interestingly in the past, the founder and directors sold down a heap of shares following positive announcements.

What's the key learning?

💡When founders hit the sell button after good news, it can raise eyebrows and heart rates among investors. In August last year after some good Cettire news, the founder and directors sold $104 million worth of shares collectively.

💡While leaders of companies deserve to benefit from their hard work and success, it prompts big questions from investors. If the team who built the ship are jumping overboard, should we be worried?

💡For example, in late 2021, Elon Musk polled his Twitter followers about selling 10% of his stock in Tesla. 58% of the respondents voted yes, and immediately after, the share price of Tesla dropped 12%. So, it's crucial for business leaders to get this balance right to keep the stock steady.

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