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
How Luxury Brands Seduce You Twice: The Myth and the Mirror
Welcome to The Business of Luxury, where we reveal how the world’s most irresistible brands hijack your neurochemistry while everyone else is still posting for engagement. Today we’re dissecting the delicious tension ...
How Cult Brands turn Scarcity into Brand Power
Welcome to The Business of Luxury, where we reveal how the world’s most coveted brands play psychological chess while everyone else plays checkers. Today we’re unpacking the delicious irony of how cult ...
Why Luxury Brands Never Justify Their Prices (And How to Stop Explaining Yours)
Ever wonder how some brands charge £45 for hand soap while you're nervously mumbling your £5K offer? If you're constantly explaining your value, negotiating your rates, or secretly doubting your worth — ...
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 ...
