Behind the Royal Charity Auction: Bradley Mitton on Turning Luxury into Charity
An exclusive Club Vivanova interview with founder Bradley Mitton about the people, partnerships and preparation behind the 2026 Royal Charity Gala auction.
There is a moment during the Club Vivanova Royal Charity Gala when the atmosphere changes.
After the Champagne reception, gourmet dinner, entertainment and fashion presentation, attention turns towards the charity auction. Guests begin looking through the catalogue, auction lots are presented, and the room becomes part of something very different: an opportunity to turn luxury experiences, products and partnerships into meaningful support for charity.
At the 2026 Club Vivanova Royal Charity Gala, taking place on Saturday 28 November at the Fairmont Monte Carlo, the auction will once again benefit Fight Aids Monaco and Écoute Cancer Réconfort, under the High Patronage and Presence of H.S.H. Princess Stéphanie of Monaco. The auction will be officiated by Sheriff Thomas Lefevre.
We spoke with Club Vivanova founder Bradley Mitton about what happens behind the scenes — from approaching companies and securing donations to developing the catalogue and ultimately selling the lots on the night.
Bradley, when people attend the gala, they see the auction on the night. What they don't necessarily see is everything that happens beforehand. When does the process begin?
Much earlier than people imagine! The auction is actually one of the biggest projects within the gala. You cannot simply arrive a few weeks before the event and expect to have an exceptional auction.
We start by thinking about what would genuinely appeal to our audience. We are fortunate to have an international network of entrepreneurs, business owners, investors, luxury brands and professionals, so we want the auction to reflect that.
Then comes the difficult part — finding companies and individuals who are prepared to donate something genuinely valuable.
That can be a product, but I particularly like experiences. A luxury hotel stay, a yacht experience, a unique wine or spirits collection, a private dining experience, a sporting experience, access to something that money cannot easily buy.
The objective is to create something where the donor receives visibility and goodwill, the winning bidder receives something exceptional, and most importantly, the charities benefit.
How important is the relationship with the companies donating the lots?
Extremely important. You are asking a company to give something away. Even though it is for a wonderful cause, that is still a significant commercial decision.
I therefore try to make the conversation about partnership rather than simply asking for a donation.
We explain what the gala represents, who attends, who the beneficiaries are and how the company will be presented.
We also give the donor an opportunity to tell their story.
A good auction catalogue is not simply a list of things for sale. It is effectively a showcase of the companies and experiences behind those lots.
Last year's catalogue was quite substantial. How do you approach creating it?
The catalogue is incredibly important because it starts selling the auction before the auction actually happens.
For the 2025 gala, we created an 11-lot catalogue with a combined stated retail value of €43,000. The lots ranged from a Monte Carlo golf experience and luxury magazine feature to skincare, wine, a Monaco Grand Prix yacht experience, a Hotel de Paris wine-cellar experience, a Fairmont Monte Carlo weekend, rare whisky and Monaco Yacht Show hospitality.
Each lot had its own dedicated presentation, description, retail value and contact information.
That gives you an idea of the breadth we are looking for.
The catalogue has to look professional because it represents both Club Vivanova and the companies supporting the auction. It also has to make the lots sound exciting without exaggerating what is being offered.
Ultimately, we want someone sitting at the gala to look through the catalogue and think:
“I want that.”
So the catalogue is actually part of the sales process?
Absolutely. It is effectively the sales tool for the auction.
If someone is going to bid several thousand euros for an experience, they need to understand exactly what they are getting.
We therefore spend a lot of time on the descriptions, photography, presentation and perceived value.
The 2025 catalogue also included a final mixed lot of offers from partners, which is another useful way of bringing several smaller contributions together into an attractive package.
How do you decide whether a potential donation is right for the auction?
It has to be something that our audience will want. That is the first question.
The second is whether it has a genuine value proposition.
And the third is whether it fits the spirit of the gala.
I would rather have ten exceptional lots than thirty mediocre ones. The auction should feel exclusive. It should feel like guests are being offered access to something special.
Is it difficult to persuade companies to donate?
Yes — and that is probably one of the biggest challenges. You have to ask a lot of people.
Some companies say yes immediately. Others need to understand the opportunity. Some cannot donate a product but may be able to provide an experience, hospitality, a service or an introduction.
And occasionally you speak to a company several times before the timing is right.
The key is persistence without becoming pushy.
I also believe strongly in explaining where the money goes. For the 2026 gala, the auction is supporting Fight Aids Monaco and Écoute Cancer Réconfort, with the auction proceeds being divided equally between the two charities.
That makes the conversation very straightforward:
We are not asking you simply to give something away. We are asking you to help us create something that raises money for two important Monaco charities.
What happens once the catalogue is finished?
Then the real anticipation starts.
We promote the lots to the gala audience and make sure people understand what will be available.
But ultimately, the auction is about what happens in that room.
For 2026, we are delighted that the auction will be officiated by Sheriff Thomas Lefevre.
You need someone who can read the room, create energy and encourage people to participate while keeping everything professional and entertaining. I do my best in that role, but it’s exhausting.
What is your role on the night?
My role is really to make sure everything comes together.
I know the lots, I know the donors and I know the story behind the auction.
There is also an element of selling.
You have to remind people why the lot is special, but you also have to remind them why they are bidding.
This isn't simply a commercial auction.
Someone isn't spending €2,000 or €5,000 just to acquire something. They are also contributing to charity.
That changes the psychology completely.
Do you find people bid differently at a charity auction?
Definitely.
There is an emotional element.
People are enjoying themselves, they are surrounded by friends and business contacts, they have had a wonderful evening — and then suddenly they have an opportunity to do something meaningful.
Sometimes a person bids because they really want the lot.
Sometimes they bid because they want to support the charity.
And sometimes they simply get caught up in the excitement!
That's part of the magic of a live auction.
What have you learned from running the gala auctions over the years?
That people genuinely want to give back.
Our annual galas have now raised more than €425,000 for our partner charities, which is something I am extremely proud of.
But I have also learned that fundraising is about relationships.
You cannot build a successful charity auction by sending one email and asking for a donation.
It comes from relationships with companies, entrepreneurs, hotel groups, yacht companies, wineries, luxury brands and individuals.
You have to create trust.
What would you say to a company considering donating a lot to the 2026 auction?
I would say: join us. You have an opportunity to put your brand in front of an international audience, tell your story, create an exceptional experience for a successful bidder and, most importantly, help raise money for two important charities.
We are actively looking for companies and partners who want to contribute exceptional products, experiences, hospitality, travel, dining, art, wine, fashion, automotive, yachting and other luxury opportunities to the 2026 auction.
It doesn't necessarily have to be a €5,000 product.
It could be something unique that has a high perceived value because it gives someone access to an experience they simply cannot buy in the normal way.
Finally, what does “turning luxury into charity” mean to you?
That phrase has always summed up the gala for me.
We are fortunate to live and work in a world where exceptional experiences are available to us.
The idea is to take some of that luxury and turn it into something positive.
Our guests enjoy an extraordinary evening. Our partners receive exposure and relationships. The successful bidders receive something memorable.
And two important Monaco charities receive much-needed support.
That is the real purpose of the auction.
The 2026 Royal Charity Gala
The Club Vivanova 2026 Royal Charity Gala takes place on Saturday 28 November 2026 at the Fairmont Monte Carlo Grand Salon, under the High Patronage and Presence of H.S.H. Princess Stéphanie of Monaco.
The evening will feature Champagne, a five-course gourmet dinner, premium international wines, the ALTER Designs fashion presentation by Pauline Ducruet, live entertainment, the charity auction officiated by Sheriff Thomas Lefevre and a midnight DJ after-party.
The auction will benefit Fight Aids Monaco and Écoute Cancer Réconfort.
We are actively looking for companies to donate exceptional auction lots.
Companies interested in donating an auction lot or discussing a partnership can contact Club Vivanova through the gala website.
