Is Luxury Solving The Wrong Problem?

What if luxury's billion-dollar obsession with exceptional experiences is solving the wrong problem?

The luxury industry has become extraordinarily good at producing moments of excellence. But when everyone is delivering their version of exceptional, exceptional stops being a meaningful distinction.

Luxury has confused the sophistication of an experience with it's significance in someone's life.

The real frontier at the top of luxury is far more ambitious: creating experiences that become part of someone's identity, personal history, and understanding of what is possible. And tying those to results.

That's a fundamentally different business to be in.

I'm delighted to be named among Luxury Marketers 50 Luxury Women Leaders to Watch for 2027, alongside an extraordinary global group representing Rolls-Royce, Condé Nast, Victoria Beckham Beauty, Nobu, duPont REGISTRY, and others.

In my interview (link in comments), I challenge some of luxury's most comfortable assumptions about excellence, ambition, and what the world's most discerning clients will demand next.

The higher the ambition, the less useful existing benchmarks become.

I'm not interested in perfecting yesterday's definition of extraordinary. Yet an astonishing amount of that still passes for innovation in luxury.

A handwritten note. Another orchestrated wow moment. The same clienteling playbook with a more extravagant budget. Luxury's 2010 playbook is still being sold as tomorrow's innovation.

Our work is to establish the experiences, expectations, and new dimensions of value against which the luxury industry will be measured tomorrow.

My thanks to Luxury Marketer for its consistently fresh, relevant perspective on the global luxury industry, and to Mickey ALAM KHAN for his unwavering commitment to championing the voices challenging convention and advancing the industrys thinking. At a time when so much of the conversation travels familiar ground, that editorial conviction matters enormously.