The typical buyer depends on the region. In the conservative Middle East, for example, undergarments are a private matter, and the primary shoppers are women. But in Russia, the Rococo Dessous customer generally is a man.
The brand's collection is sold mainly at trunk shows and pop-up stores, including two boutiques in Monaco and one in the south of France. Its bridal collection was showcased this past weekend in a runway show during New York Lingerie Fashion Week.
Rococo Dessous is talking with several department stores about carrying the line, including Harrods and Selfridges in Europe, Bergdorf Goodman in the U.S., and Saks Fifth Avenue, Macy's Bloomingdale's and Harvey Nichols in the Middle East, Hertli said.
Hertli also is considering creating lower-price items for those with shallower pockets but gilded aspirations.
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"We know especially the department stores would like us to do that," he said. "But it's unclear how to do it in the best way. Is it just decreasing the amount of gold or coming up with an entirely new product, like an accessory?"
Despite a shaky global economy, Hertli said he has little concern that demand for luxury goods will fluctuate much or that his clients will have to choose between a gold bra and panties or other high-end goods, such as an exclusive bag or watch.
"These clients usually already own a lot of jewelry and handbags," he added. "It's not that they're making a trade-off between this and another piece of jewelry."
Not everyone willing to shell out more than a grand for these golden items is looking to parade her purchase. That's particularly true in the Middle East, Hertli said, while it's the other extreme in Russia.
"It's a key driver for luxury purchases," he said, referring to the desire to show off items. "What we've seen there is women wearing sheer tops and finding wait to show the bras off."
Pam Danzinger, president and founder of Unity Marketing, a market research firm that focuses on elite consumers, said Rococo Dessous' line has the "wow" factor that could entice the wealthy to purchase.
"That's the real challenge now , because there are so many products for affluent people to buy," she said. "Because they're not limited by their checkbook or pocketbook, they can buy a whole swath of products."
Danzinger added that the wealthy are typically shrewd shoppers who will buy a luxury item when it matters to them and it has enough value to justify the price.
"That's one of the biggest misconceptions about the affluent—that they're out there looking to spend as much money as possible," she said.
—By CNBC's Katie Little. Follow her on Twitter @KatieLittle.