Loyalty is a currency they use differently. In the UHNW and UHNW+ world, loyalty looks nothing like it does in traditional luxury. Yet so many brands still approach it that way. These clients don’t offer allegiance. They extend permission. And permission can be revoked at any moment. In mainstream luxury, loyalty is engineered through rituals, recognition, and rewards. But in the sovereign class, those constructs collapse. These clients don’t belong to brands. Brands are in
