Modern Luxury

Not choice. Not exclusivity. Not rarity. One word: Primacy. The brands that dominate aren’t just admired or respected. They occupy first position in a client’s emotional hierarchy. Primacy means you aren’t one of many. You are the one. 🔹 The first name that rises to mind. 🔹 The automatic reference point. 🔹 So embedded in memory and meaning that every other option feels like comparison shopping. Yet many luxury companies are content to sit in the “consideration set.” They d

When your name, face, and fortune are endlessly indexed, published, and pursued, what becomes priceless is the ability to vanish. To exist beyond the algorithms. To live where no spotlight can follow. But disappearance creates a different hunger: community. Because at this level, the rarest privilege isn’t another profile, another award circuit, or another publicized “can’t-miss” summit. It’s to belong somewhere private. To be among peers who’ve also stepped off the grid. And

As a girl, I pictured crossing the world on my horse, Fiddle. Today, the journey looks different: ideas turned into intellectual property, execution with global scale, and client outcomes that set new standards. These forces have fueled our expansion across continents, earned us Business Growth of the Year at the Innovation & Excellence Awards - and delivered the only growth that matters: the kind our clients achieve, reshaping markets, redefining loyalty, and setting the ben

It isn’t. Time is managed by gatekeepers. Attention is ungovernable by others, and that’s what UHNW clients protect most. In fact, across luxury, attention is the ultimate measure of engagement. And in an industry drowning in noise, we’re seeing the rise of luxury’s attention deficit. I once watched two moments unfold back-to-back at an art auction: 🔹 A $20 million painting crossed the block. The room barely blinked. A polite round of applause, and eyes went back to phones.

.... we spent six months re-engineering - designed to break the tired UHNW corporate event blueprint wide open. How the old model presents itself (and how we rewrote it): 🔹 The old model centers event design on “exclusive access”. But this audience already lives behind the velvet rope. Rare access is routine and holds no weight. We built experiences that move beyond access - anchored in meaning, depth, and enduring value. 🔹 The old model promises “impeccable five-star servi

I still hear brands talk about personalization like it’s progress - but in this space, it’s proof that you are already way behind. In...

A luxury client built everything around innovation. But their true competitive moat came from somewhere entirely unexpected. The...

Once mythic. Now manufactured. Ultra-luxury’s fatigue is showing. They’ve become the “holy trinity” of luxury activations: the default...

When brands believe their product alone can carry the experience, they’re already eroding the bond with the customer. It’s very dangerous...

I just spent a month speaking with 40 millionaires and billionaires and most luxury brands should be terrified. These are the clients...

Luxury is facing its reckoning — and it’s not just about the economy. Two forces are quietly killing some of the world’s most iconic...

Earlier this week, someone DM’d me a screenshot of a ChatGPT search result. It listed the Top 20 Luxury Travel Marketing & Guest...

I recently mystery shopped a well-known luxury brand wearing drugstore flip-flops. They treated me like I didn’t belong. And wow did I...

What do trail running in bear country, and leading a luxury customer transformation, have in common? You don’t get a second chance to get...

Most brands obsess over what they say. The best ones obsess over what people feel when nothing is being said. Let me show you what I...

This morning, I was a featured speaker for a CEO round table on the future of global luxury, and the conversation soon turned to what...

Our firm was honored to design and implement the Customer Experience program for the largest ROLEX boutique in Europe and, last week,...

This article contains my commentary from a recent Ultra-Luxury mystery shop retail experience in the US. This boutique was one of the...

The luxury market has been volatile over the past twelve months. While some brands are scratching their heads or swapping out leadership...

Of late, I’ve been massively disappointed with the experiences I have in “luxury” hospitality. Rant in-coming. (read to the end for the...