Buying presents can be such a fag, especially really expensive ones, the ones that don’t come from an Argos catalogue or a last-minute sweep of M&S. Things like luxury yachts. Or jewellery simply dripping with diamonds.

If, say, you live in London, you have to shuttle from Harrods to Selfridges to goodness knows where, battling the traffic (don’t talk about the Tube) and stepping over tourists, all the time wondering if you really have got it right, if, despite all that effort, you could have done so much better.

And Walter Bugno knows how you feel. In fact, he wants to help. He’ll help you to choose the present, he’ll even find someone nice to look at — a Very Personal Assistant — to hand it over for you, anywhere in the world, all part of the service. He is chief executive of Bokks, “a new luxury gifting service” born after a friend complained to the turnaround specialist (and former chairman of Sydney FC) that he had to traipse around London getting expensive gifts for different people.

Starting his own business was a new challenge, even more so at the beginning of a recession, but Mr Bugno was undaunted. He was able to use his extensive list of business contacts and two British investors were so impressed with his idea that they put up several million pounds each to launch the company.

Mr Bugno is not apologetic of the fact that the company is aimed at the higher end of the market, although the cheapest present, of champagne and flowers, can be bought for £200. The highest is as high as any customer wants to go and the company has teamed up with some of the world’s leading luxury brands and designers to offer their customers whatever they want “as long as its legal”.

True, he had a hard time convincing some brands that Bokks was the real deal and some hedged their bets, wanting to see how things went. But not any more. Sitting in his London office, e-mailing on his BlackBerry and talking at the same time, the Italian-born businessman said: “They are now contacting the company to be involved, which is fantastic.”

Football club chairmen, even former football club chairmen, are an ambitious breed and Mr Bugno is no exception. Bokks may be sparklingly new, but it is already looking at overseas expansion, with the possibility of opening offices in places such as Dubai, the United States and the Far East. Dustin Hoffman, the actor, has agreed to endorse the company, so, too, has Neil Barrett, the designer.

At its Covent Garden office, “gift imagineers” help customers to find the right present for their loved one, friend or colleague, anything from handmade chocolates to a multimillion-pound yacht to an exclusive piece of Harry Winston jewellery. Mr Bugno is clear, however, that he is not heading a glorified concierge service, of which there are many.

“When we deliver a piece of jewellery or bottle of champagne, it will be at the same price as customers can buy it in the shops, we add nothing on, unlike some concierge services,” he said. The company makes it money by buying products at wholesale prices and selling at retail rates. Hand delivery is included in the price for most gifts. “We are about the glamour of giving. Each present is delivered in a lovely box and each box can have several different-sized drawers, so the recipient can have lots of presents to look forward to. Our goal is to deliver anywhere in the world with as much theatre and fanfare as the customer wants. Imagine sitting in a restaurant and you see a bellhop come in, then realise they are coming towards your table, then they are coming to you to hand-deliver this great present — it is amazing.”

As well as presents, he is offering experiences. Bokks has the sole rights to explore the wreck of the Titanic when tourists are allowed to start visiting the site next year (£150,000 per couple) and can also supply seats on the World Sky Race, a trip around the world in an airship in 2011, staying in luxury hotels every step of the way. Taking in all 16 legs over 180 days it will cost from £1 million.

Times Recommends

• Minister in talks with Saudis to protect creditors
• Premier Inn hits back in £29-a-room row
• Bankers hit back at 'populist' bonus supertax