This study aimed to understand the decision-making process of buying from emerging consumers in the Brazilian luxury market. To reach it, was conducted an exploratory research divided into two profiles of interviewees. First of all interviews were made in depth with emerging consumers who fitted in the profile, according to their demographic characteristics, and for being frequent customers of luxury goods. On the second stage interviews were conducted in-depth with professionals who work as vendors in this segment and working directly with the public concerned. Then it was analyzed the emerging consumer behavior, through their ambitions, motivations, perceptions and stages of the decision process in the acquisition at the Brazilian luxury market.