An important merchant to the UK which recently started accepting Bitcoin was Lush, which produces luxury cosmetics.

Fancy accepts it for a range of unnecessarily expensive products, if you're into that sort of thing.

Wealthier people often attempt to consume ethically because they do not have to automatically choose the cheapest product like the ordinary consumer.  Part of this is the actions of the company they pay, but part of it can also be the currency they use to spend.  Even though BTC is a small part of this market now, it can grow quite seriously among ethical types.