The go-to hub for visionary entrepreneurs, brand strategists, and luxury insiders mastering exclusivity, prestige marketing, and high-end storytelling.
Curated by Carolynne Alexander, a luxury brand strategist specialising in emotional branding and UHNW consumer psychology, this blog explores:
✔ Luxury Business Models – Build a timeless, premium-positioned brand.
✔ UHNW Client Acquisition – Attract and retain ultra-high-net-worth clients.
✔ Luxury Storytelling & Myths – Craft irresistible brand mythology.
✔ Category Design in Luxury – Become the only in your niche.
✔ Branding & Positioning – Elevate with elite messaging and exclusivity.
✔ Luxury Consumer Trends – Stay ahead with insights into shifting luxury markets.
For luxury entrepreneurs, brand builders, and business owners ready to dominate the high-end space.
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THE LATEST
From The Business of Luxury
Category of One: The Luxury Play That Makes Competition Irrelevant
Hermès doesn't sell handbags, and you know it. It makes modern heirlooms. You can’t buy your way in. You’re invited to buy. Eventually. If they decide you’re the right sort. Same with Ferrari. ...
Why Luxury Brands Fade (and How to Fix Yours)
You want your brand to feel alive. Magnetic. Impossible to ignore. But instead, your marketing feels like Hamilton's move to Ferrari—hyped, high-investment, and heartbreakingly underwhelming when it counted most. Sorry Lewis 🤍 Your ...
You Are the Brand: Why Personal Power Beats Logos
Welcome to The Business of Luxury, where we break down the world’s most desirable brands—the branding, the marketing, and the psychology that makes them impossible to ignore. This week, we’re pulling back ...
Why Craft Is Your Brand’s Core in 2025 and Beyond
Everyone’s searching for that “it” factor to make their personal brand feel magnetic—like those luxury brands that just have something about them. But let’s be real: most personal brands feel... a little flat. Maybe they ...
The Mindset Shift to Become Impossible to Ignore
Welcome to The Business of Luxury, where we break down the world’s most desirable brands—the branding, the marketing, and the psychology that makes them Impossible to Ignore. Today, we’re taking a deep ...
The Real Reason Your Brand Isn’t Attracting High-End Clients
Why do so many polished personal brands still feel... hollow? You’ve got the website, the photos, the curated grid—but you’re still attracting the wrong clients (or none at all). This isn’t about looking ...
