This chapter explores the use of English by non-native sales associates in a Parisian luxury boutique, situating it within the framework of English for Occupational Purposes (EOP). It proposes the term “English for Retail Business” (ERB) to describe the variety of English used in customer-facing retail contexts, alongside the more specific subdomain of “English for Luxury Retail Business” (ELRB). Drawing on practitioner research, including in-store observation, interactional data, and a small-scale questionnaire, this field-based report highlights how English functions as a lingua franca between French-speaking associates and international clientele. The findings show that ELRB encompasses not only transactional clarity but also nuanced pragmatic competence, intercultural awareness, and emotional intelligence. Challenges such as code-switching, inappropriate vocabulary, and fossilized expressions were observed both in practice and through questionnaire responses. Nonetheless, associates expressed strong motivation to expand their lexical range, refine grammatical accuracy, and enhance multilingual capacity. This research calls for the development of in-house language training that fosters brand-aligned, culturally and linguistically sensitive communication, and demonstrates, through a tentative application of genre analysis, a flow chart of luxury retail discourse. ELRB thus emerges as a dynamic and human-centered form of professional English that deserves further recognition within English for Specific Purposes (ESP).