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Conscious consumption and new circular resale concepts in luxury retailing are becoming increasingly popular among eco-conscious and price-sensitive consumers. This case study highlights the innovative practices of REAWAKE, a Swiss-based retailer of high-end resale luxury goods. It presents the vision of two entrepreneurs, Rea Annina Bill, founder and co-CEO, along with Daniel Feith, co-CEO, who have shaped the business and its circular model. The case study examines REAWAKE's strategic transformation from a startup concept into an established retailer committed to sustainability, with a mission to keep luxury items in circulation for as long as possible. It highlights how the luxury retailer has achieved success by building a close connection with its customers, founded on trust in the quality, authenticity, and uniqueness of its offering. While REAWAKE has a strong brand and has become the domestic market leader with significant growth, its scale relative to its multinational competitors remains modest, which presents certain challenges for the business. REAWAKE faces competition from large online resale platforms, luxury brands' buy-back programmes, resale channel partnerships and other rivals. As the resale market consolidates, differentiation through superior service quality becomes essential, with customer loyalty increasingly driven by sustainability and technological innovation. This case study offers a practical lens for examining the dynamic interplay among innovation, circularity and conscious consumption in resale luxury. The themes presented here are topical and important for both academics and practitioners, offering you an opportunity to apply business concepts and models to practical scenarios and effectively connect theory and practice.