Author: bh@worldluxurychamber.com

Great luxury brands don’t just train staff; they train emotional intelligence. Michaela Merk, PhD, CSP, GSF, is a leading expert in Relational Intelligence, teaching global brands how to transform everyday encounters into lasting emotional bonds. As the author of Luxury Sales Force Management: Strategies for Winning Over Your Brand Ambassadors and host of the Luxury Leadership Talks podcast, Merk is trusted by the world’s top luxury brands, including Hermès and Louis Vuitton, for her expertise in turning client interactions into lasting brand loyalty.

In this exclusive conversation with Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Merk offers powerful insights from her decades-long career in luxury training and academic leadership. Her message is clear: personalization, passion, and purpose are what today’s premium clients value most.

Alexander Chetchikov: Michaela, your approach to Relational Intelligence has had a significant impact on leadership and customer engagement. How do you define relational intelligence, and why is it critical for leaders and businesses in the luxury industry today?

Michaela Merk: Relational Intelligence is our ability to connect with a wide range of people with whom we want or need to build relationships. This diversity may relate to gender, age, profession, personality, but also to tastes, desires, or cultural background.

The luxury industry is known for its pursuit of excellence. Its products and services are sought after by the most demanding clients, who expect brands to deliver impeccable service of the highest standards. Of course, product quality is essential, but what matters even more is the personal bond they can form with their sales or personal advisor. The most successful sales teams I have trained and observed over the past 20 years master Relational Intelligence brilliantly, showing an exceptional ability to adapt to these highly discerning luxury clients.

My new book, Le Pouvoir de l’Intelligence Relationnelle (The Power of Relational Intelligence), highlights 30 golden rules for successful leadership. Many examples are drawn from the luxury industry.

AC: You’ve worked with some of the most renowned luxury brands. Can you share a key lesson or strategy that these brands use to maintain customer loyalty, and how can smaller businesses or startups apply this to their customer experience?

MM: Luxury clients expect highly personalized, individual service.

They do not appreciate being treated like everyone else. That’s why the most successful luxury brands place great importance on developing tailored experiences: a sales ceremony in which the client’s personality is decoded, a gesture such as adding a personal note to a product, a handwritten thank-you card after a purchase, an invitation to exclusive and confidential events to reward client loyalty, or gifts that are not standard but adapted to individual preferences detected during the client’s visit. Every detail is carefully noted and stored in a highly refined database to maintain a personalized relationship with the customer. This enables teams to better anticipate and prepare for the client’s next visit to the store or brand environment. This approach applies not only to luxury boutiques but also to fine dining, high-end hospitality, and any setting where clients expect more than the standard.

AC: As a professor and executive coach, how do you integrate academic theory with the practical challenges business leaders face, and what is one concept from your teachings that has proven especially valuable in real-world applications?

MM: Most iconic luxury brands boast a long and remarkable history spanning one, two, or even three centuries. Legendary maisons like Hermès, Cartier, and Louis Vuitton have mastered the art of building desirability around their products and services.

In my research, I sought to identify the key elements that make luxury brands so desirable that money becomes secondary; what truly matters is the “must-have” factor. I found that six main dimensions consistently stand out:

• D for DNA – a deep and ongoing connection to the brand’s origins and its founder
• E for Emotion – the use of multi-sensory marketing to create meaningful experiences
• S for Surprising Stories – captivating narratives that spark curiosity and attachment
• I for Innovation – staying ahead of trends and continuously reinventing
• R for Rarity – cultivating exclusivity and uniqueness
• E for Excellence – a relentless pursuit of the highest standards

I have developed a conference built around these concepts to help brands and companies enhance their own desirability, even if they are not positioned as luxury brands. The title of the conference is:
“Selling Premium: Elevating Your Brand with the Secrets of Luxury.” Find out more about this conference using this link: www.michaela-merk.com

AC: In your podcast “Luxury Leadership Talks,” you’ve engaged with top CEOs. What common traits or behaviors do you believe define the most resilient and influential leaders in the luxury sector, and how can emerging leaders cultivate these traits?

MM: I developed this filmed podcast to give inspiring leaders and personalities who shape the luxury world a platform to share their vision and wisdom.

Interviewing these remarkable individuals revealed that they all share three key qualities:

1. Passion – They all spoke with a sparkle in their eyes, expressing deep love for their sector, their brands, their teams, and their clients.
2. Heritage – They were eager to share their thoughts publicly on my podcast because they are passionate about passing on their knowledge to young professionals and future leaders in the luxury industry.
3. Excellence – They all emphasized that success in the luxury world demands a relentless pursuit of excellence and hard work. Since nothing in luxury can remain average, there must always be a drive to push beyond limits.

If you want to dive into the captivating content of each episode, here is the direct access: https://merk-vision.com/podcasts/

AC: Your book “Luxury Salesforce Management” provides insights into customer-first approaches. What are the key mistakes luxury sales teams make when trying to engage high-end clients, and how can they overcome these challenges to ensure a more personalized and successful sales approach?

MM: I have observed several recurring mistakes among sales teams serving luxury brands and catering to highly demanding customers.

The most critical mistake is when sales advisors place themselves above the brand, which often comes across as arrogance. Giving clients the impression that they are special simply because they represent names like Chanel or Prada does not mean they are Gabrielle Chanel or Miuccia Prada. On the contrary, the best sales teams remain humble, serving the brand and its mission with full respect for its values and heritage.

Another common mistake, closely related, is when salespeople become so passionately identified with the brand that they lose touch with their own personality, immersing themselves entirely in the brand’s identity. This becomes problematic when they eventually leave the brand – many find themselves lost, having neglected to nurture their own unique personal identity.

Therefore, one of the greatest challenges when working for luxury brands is finding the right balance between identification with the brand and the preservation of one’s personal brand.

Thank you, Michaela!

Michaela’s sharp blend of academic rigor and industry insight has made her a sought-after voice in luxury leadership. From decoding the subtleties of high-end service to building emotional loyalty, her work champions the human side of excellence. Stay connected with her via LinkedIn and explore her latest projects at michaela-merk.com.

To discover more thought leadership from industry experts like Merk, visit https://worldluxurychamber.com/insights-news/

In this exclusive interview led by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, celebrated designer and ethical fashion pioneer Sanyukta Shrestha shares her journey of redefining luxury with conscience. Known for fusing timeless design with sustainable practices, Sanyukta delves into the delicate balance between creativity and ethics, the importance of preserving Nepalese craftsmanship, and her vision for the future of conscious haute couture.

Alexander Chetchikov: Sanyukta, your collections beautifully fuse luxury with conscience—how do you balance creative freedom as a designer with the ethical imperatives of slow fashion?

Sanyukta Shrestha: Thank you for your kind words about the collections! Balancing creative freedom with the ethical imperatives of slow fashion is definitely a delicate dance, but one that I find incredibly fulfilling.

As a designer, I believe that creativity should not be suppressed, and it’s essential to maintain an innovative spirit. But when it comes to the ethics of slow fashion, the foundation is really about long-term vision and sustainability—both environmentally and socially. So, it’s about creating pieces that are timeless, rather than trendy, and focusing on quality and craftsmanship over quantity.

When I’m designing, I consider the entire lifecycle of a garment, from the root of sourcing materials to the working conditions of the artisans. I may limit my design options based on the availability of sustainable fabrics or prioritize transparency in the supply chain. But within those parameters, there’s a lot of space for artistic exploration.

The beauty of slow fashion is that it allows creativity to thrive within a framework that’s aligned with values. So, instead of feeling restricted, I see it as an opportunity to innovate in ways that really resonate with people, not just aesthetically but ethically as well.

Alexander Chetchikov: As the founder of a UK-based brand deeply rooted in Nepalese craftsmanship, how do you maintain a strong connection with your heritage while designing for a global clientele?

SS: I believe it has been a journey with a delicate balance of authenticity and innovation. To maintain a strong connection with my heritage while designing for a global clientele I prioritize working directly with skilled artisans in Nepal, ensuring that century-old traditional techniques like hand-weaving, hand spinning, and hand embroidery remain at the heart of every product. By fostering long-term relationships with these artisans, I preserve their craftsmanship and provide fair wages, supporting the local economy and culture.

When designing for a global market, I focus on blending traditional Nepalese aesthetics with contemporary, versatile styles that resonate internationally.

I also educate my customers about the heritage behind the products through storytelling, highlighting the significance of the craftsmanship and the artisans’ stories, fostering a sense of cultural appreciation.

Ultimately, my approach is to stay true to the heart of Nepalese craftsmanship while adapting it to the tastes and needs of a diverse, global audience—ensuring both authenticity and relevance.

Alexander Chetchikov: From Victoria’s Secret models to classical sopranos, your evening wear has adorned a diverse range of celebrities—what draws them to your sustainable aesthetic, and how do these collaborations shape your creative direction?

SS: For me, the focus is always on creating pieces that are both timeless and impactful, not just in terms of beauty, but also in their environmental and ethical considerations.

Celebrities are often looking for something that stands out, that makes a statement—not just on the red carpet but on a deeper, more personal level. They’re drawn to my designs I believe because sustainability isn’t just a trend; it’s a philosophy that aligns with the values they increasingly want to reflect in their public lives.

These collaborations have a profound impact on my creative direction because they provide the opportunity to experiment, push boundaries, and learn from some of the world’s most influential figures. Working with such a wide range of people has allowed me to expand my approach, incorporating more diverse influences and seeing how different aesthetics—like classical opera’s elegance versus the sensuality of Victoria’s Secret—can be interpreted through the lens of sustainability. It challenges me to be more innovative and often leads me to rethink traditional techniques or materials, finding ways to elevate them while keeping sustainability at the forefront.

It’s really about balance: how to craft something that feels opulent and luxurious, yet is responsibly made. That’s the driving force behind each collection and collaboration.

Alexander Chetchikov: Winning the PETA Luxury Vegan Wedding Award is a significant milestone—what does this recognition mean for you as a slow fashion advocate, and how do you see the future of vegan materials in haute couture?

SS: Winning the PETA Luxury Vegan Wedding Award is truly humbling, and it serves as a testament to the growing movement toward ethical and sustainable fashion. As a slow fashion advocate, this recognition reinforces the importance of conscious choices within the fashion industry. It signifies a shift in how consumers and designers are increasingly prioritizing ethics alongside aesthetics, making it clear that luxury can exist without compromising the environment or animal welfare.

For me, this award underscores the transformative potential of vegan materials in haute couture. High fashion is often seen as resistant to change, but this recognition proves that there is a demand for innovative alternatives that do not rely on animal-derived products. The future of vegan materials in haute couture is bright—advances in plant-based leather, organic certified textiles, and innovative sustainable fabrics are already reshaping the landscape whether it’s fruit waste, vegetable waste, or recycling plastic waste.

This shift is not just about replacing one material with another; it’s about redefining luxury itself. As consumers become more conscious of the environmental and ethical impacts of their choices, we’re seeing a future where high fashion embraces sustainability, innovation, and compassion as its core values, and that’s something truly exciting to be a part of.

Alexander Chetchikov: Your role as a speaker and thought leader in ethical bridal fashion has grown over the years—what key message do you hope to deliver to the next generation of designers and consumers in the luxury space?

SS: As a speaker and thought leader in ethical bridal fashion, my key message to the next generation of designers and consumers is simple: conscious luxury is the future. In the luxury bridal space, we have the opportunity to redefine what luxury means—shifting from exclusivity at the expense of ethics, to exclusivity built on sustainability, craftsmanship, and transparency. Designers must embrace innovative, eco-friendly materials and ethical production practices, knowing that true luxury is rooted in the integrity of the process, not just the product.

For consumers, I encourage a shift towards mindful consumption. A luxury item should not only reflect personal style but also resonate with the values of care for people and the planet. By demanding transparency and supporting brands that prioritize ethical practices, we can elevate the entire industry.

The next generation has the power to lead this transformation, crafting a more sustainable, equitable, and beautiful future for bridal fashion. It’s not about compromising luxury but enhancing it with deeper meaning and lasting impact.

Thank you to Sanyukta Shrestha for sharing such thoughtful insights and inspiration. Her work reminds us that true luxury is not only about exquisite craftsmanship but also about making a positive impact on the world. We look forward to seeing how her vision continues to shape the future of ethical fashion.

Follow her journey on LinkedIn and view her collection here: https://sanyuktashrestha.com/

Want to read more exclusives? Check out our news and insights: https://worldluxurychamber.com/insights-news/ & sign up for our newsletter here: https://worldluxurychamber.com/wlcc-community/

In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with one of the most influential voices in the global luxury industry—Professor Dr. Daniel André Langer. Recognized by The Economist as a true authority on luxury and celebrated by Robb Report as a visionary in brand strategy, Langer has been instrumental in shaping the future of luxury branding, customer experience, and emotional value creation. As CEO of Équité and a professor at both Pepperdine University and NYU, his insights have guided the transformation of some of the world’s most iconic brands. In this conversation, he reveals the secrets behind luxury’s emotional resonance, why brands fail or thrive, and what the next era of luxury will demand.

Alexander Chetchikov: You are widely recognized as one of the world’s top five luxury experts, referred to by The Economist as a “luxury authority” and by Robb Report as someone who “stands at the forefront of luxury innovation and is celebrated globally as a visionary in brand strategy, customer experience, and value creation.” How did this global recognition come about, and how does it influence your work today?

Daniel Langer: This recognition is the result of a journey that began with my doctoral thesis, where I had the privilege of decoding the hidden value drivers of luxury. The findings challenged conventional thinking and became the foundation for building and repositioning several billion-dollar brands. Over the years, I combined this academic foundation with leadership and advisory roles across Asia, Europe, the Middle East, and North America. This blend of research and real-world brand building gave me a perspective that is both strategic and deeply emotional. It taught me that luxury value is created through perception, trust, and the smallest of details. That understanding continues to shape everything I do, from advising CEOs and training sales teams to courtroom valuation and keynote presentations.

AC: As CEO of Équité, how do you approach transforming legacy luxury brands versus building brand equity for startups in today’s dynamic market?

DL: With legacy brands, the priority is to rediscover relevance while protecting the emotional core. Many of these brands have accumulated internal complexity and a disconnect with today’s clients. We begin with a rigorous audit to understand how the brand is actually perceived. Often, the external view is very different from internal beliefs. For startups, it is about building emotional equity from day one, defining a clear brand universe, establishing price integrity, and creating desirability from the first client interaction. In both cases, I ask the same question: what emotion does the brand own? If the answer is unclear, then the brand lacks direction.

AC: In your role as a professor at Pepperdine and NYU, what key shifts in luxury consumer behavior do you emphasize to your students that brands must understand to remain relevant?

DL: Luxury today is no longer about objects. It is about identity, meaning, and transformation. Younger generations, in particular, are seeking brands that reflect their values and beliefs. They want experiences that are personalized, inclusive, and aligned with their lifestyle. I teach my students that exclusivity is not just about price or access. It is about emotion, resonance, and the ability to make someone feel truly seen. Clients today want brands that listen, inspire, and elevate their lives in meaningful ways. Brands that fail to connect emotionally will quickly lose relevance, no matter how rich their history or how refined their craftsmanship.

AC: You’ve authored several best-selling books on luxury strategy. What core misconception about luxury branding do you find most common, even among seasoned executives?

DL: The most common misconception is that luxury is defined by high price and product quality alone. While both are important, they are only the starting point. True luxury is about desire, and desire is driven by emotional storytelling, symbolic value, and consistent experiences. Many executives still see luxury as a category rather than a mindset. They focus too much on product features and not enough on the emotional impression the brand leaves. A brand is not luxury because it says so. It is luxury because the client believes it is. That belief must be earned with every interaction.

AC: In your keynote speeches and masterclasses, you often cover the 4E of Luxury, The Art of Selling Luxury, pricing power, and brand disruption. Where do you see the future of luxury heading?

DL: The future of luxury is anchored in understanding the emotional key of the client. This is especially important when working with ultra-high-net-worth individuals, who are often approached as transactions rather than people. What clients truly want is to be understood, respected, and valued. Yet in nearly every training I lead, even senior professionals struggle to create that emotional connection. That is why my work focuses on transformation.

I share insights rooted in two decades of academic research into the psychology of luxury. I show how to unlock emotional resonance at scale and how to build trust through exceptional experiences. The 4E framework—Experience, Emotion, Exclusivity, and Engagement—offers a strategic foundation to drive desirability and pricing power.

Artificial intelligence can support this by uncovering patterns, predicting client preferences, and enabling more personalized service. It can empower teams to deliver more emotionally intelligent interactions. But technology must always serve the emotional core of the brand, never replace it. The luxury brands that succeed in the future will be the ones that remain deeply human while embracing digital tools with purpose.

AC: Having advised top-tier brands, CEOs, and CMOs and served as an advisor to VCs in high-stakes acquisitions and as a luxury court expert, how do you navigate the intersection of business strategy as well as business accountability in brand valuation, M&As, and legal cases?

DL: In the world of luxury, brand value is deeply emotional and often intangible. My role in these cases is to make the emotional tangible and the invisible measurable. Whether it is a brand valuation, a complex business challenge, a legal case, or a reputational issue, I apply the same level of rigor and strategic thinking I use in brand building.

I bring in client perception studies, competitive benchmarking, and forensic brand assessments to understand how value is created, protected, or diminished. It is about connecting brand strategy with accountability and making a strong, evidence-based argument, critical for any M&A project or court case where sometimes billions are at stake. These projects require both passion and precision, and I see them as an extension of my work in helping brands understand their true worth.

AC: You often emphasize the importance of brand audits. Why do you consider this one of the most critical tasks for luxury brands, and where do most audits fall short?

DL: Brand audits are essential to luxury success, but they are often either neglected or done at a surface level. Too many audits rely on internal opinions, lack client insights, and fail to deliver actionable outcomes. Luxury brands are particularly vulnerable to internal bias, where teams see the brand through their own lens instead of through the eyes of the client.

A meaningful audit must be brutally honest. It should uncover how the brand is actually experienced, how it compares emotionally with competitors, and where its storytelling succeeds or fails. We incorporate mystery shopping, emotional mapping, cultural analysis, and data-backed assessments to create a clear, actionable view. Only with this depth can a brand make the changes needed to stay relevant and compelling.

AC: You conduct luxury sales training around the world. What makes these trainings so essential, and what differentiates effective programs from those that fail?

DL: Luxury is sold through emotion, not logic. The most beautiful product means nothing if the client experience is flat or uninspired. That is why training is not optional. It is fundamental.

However, most traditional luxury training programs are either too generic or disconnected from real client expectations. The difference with my approach is that I combine brand storytelling with what I call storyselling. I teach teams to connect emotionally with clients, to listen deeply, and to create magic in the moment. We use real-world scenarios and practical frameworks. And we always link back to the brand’s emotional essence. 

I have seen globally admired luxury brands fail in mystery shopping because the experience lacked warmth, attention, or meaning. A truly great training creates a shift in mindset and transforms every client interaction into an opportunity to build loyalty and desire. We apply the same approach to my online learning community, Équité Intelligence, that several luxury brands and many top-performing luxury professionals already use. 

It is also critical to be able to emotionally connect with those I train, independent of where they are based and which cultural background they have. It helps me that I worked in lived in Europe, USA, Asia, and Africa, speak seven languages including Japanese, and I travel every year to more than 25 countries on every continent. One of the pieces of feedback I get regularly is my ability to create a space where people feel valued and have a safe space to challenge everything they knew about luxury. To me, being maximally thought-provoking and transformational is critical. 

AC: Despite its prestige, the luxury market is facing increasing pressure. What are the main reasons for the current negative trend, and what should brands do to navigate these challenges?

DL: The luxury market is experiencing a reset. Economic uncertainty, rising interest rates, and a growing disconnect between client expectations and brand execution are creating headwinds. Many brands raised prices without increasing perceived value. At the same time, younger clients are looking for authenticity, purpose, and relevance. They are not impressed by status alone.

To move forward, brands must refocus. This is a time for clarity, not complacency. Brands need to revisit their emotional positioning, audit their client experience, and ensure that every touchpoint reinforces their story. Luxury must feel personal, considered, and human. The brands that double down on emotional connection and consistently deliver excellence will emerge stronger than ever.

Thank you, Professor Dr. Daniel André Langer, for sharing your expertise and visionary perspective on the evolving world of luxury.

Follow his journey:
LinkedIn – https://www.linkedin.com/in/drlanger/
Instagram – @drdaniellanger
Personal Website – daniellanger.digital 
Company – equitebrands.com

Want to read more exclusives? Check out our news and insights: https://worldluxurychamber.com/insights-news/ & sign up for our newsletter here: https://worldluxurychamber.com/wlcc-community/

By Abhay Gupta — Founder & CEO, Luxury Connect LLP | Top 100 Global Voices in Luxury

Some years ago, during a private visit to a legacy European maison, I asked a brand steward what they considered the most important quality of luxury. Their answer surprised me: “Restraint. True luxury knows when not to speak.”

At the time, I admired the subtlety. But today, as I observe the complex crises shaping our world, I wonder if that restraint — that elegant silence — is still enough.

The Unspoken Dilemma

Luxury has long prided itself on timelessness. While the world spins in turmoil, luxury endures — seemingly untouched by politics, conflict, or disruption. Its focus remains on beauty, craftsmanship, and aspiration.

But we live in a world where silence, too, is interpreted. And increasingly, luxury’s selective voice is becoming more visible than its design.

The Global Conscience Gap

When Russia invaded Ukraine, luxury brands responded swiftly. Major houses suspended operations, closed stores, and issued statements in solidarity. It was seen as a rare moment of values-aligned leadership.

Yet in other conflicts — in Gaza, Sudan, Myanmar, or even the tragic loss of innocent lives to terror in regions like Kashmir — the response has often been absent, muted, or inconsistent.

This is what I call the “conscience gap” — the widening space between a brand’s ethical positioning and its public posture across different global crises.

In an increasingly interconnected marketplace, selective morality can feel louder than moral clarity.

Why This Matters Now

Today’s luxury consumer — whether in Mumbai or Milan, Dubai or New York — is more culturally attuned, emotionally aware, and digitally connected than ever before. They don’t just buy the product. They buy the values.

And when those values appear situational — loud in one region, quiet in another — it erodes trust, especially in emerging and fast-growing markets where cultural parity is becoming a critical expectation.

India, for example, is projected to become a $200 billion luxury market by 2030. Its consumers are aspirational, discerning, and deeply aware of global dynamics. But more than anything, they want to be seen — not just as customers, but as voices worth listening to.

Luxury Is Not Apolitical — It’s Cultural

Let’s be clear: no one expects luxury brands to act as geopolitical actors. But brands that sell identity, emotion, and heritage cannot claim to be culturally neutral.

To remain relevant in a world shaped by Gen Z ideals, cross-border empathy, and post-pandemic consciousness, luxury must embrace ethical fluency — knowing when, how, and why to speak.

Conscience, when practiced consistently and thoughtfully, becomes a brand advantage — not a risk.

Strategic Conscience: What It Can Look Like

So, what does a values-aware luxury strategy look like?

– Acknowledgment without partisanship: A simple statement of support for peace, safety, or shared humanity 
– Localized compassion: Supporting relief efforts or NGOs in affected markets 
– Cultural sensitivity in design and casting: Ensuring brand ambassadors reflect diversity in dignity, not tokenism 
– Internal alignment: Empowering regional teams to respond when appropriate — rather than deferring to HQ silence

In today’s climate, elegance must include emotional intelligence.

A Moment for Global Leadership

This is also a moment for luxury voices from the Global South — including India, the Middle East, and Africa — to step forward.

We don’t just bring craftsmanship. We bring context. We understand the nuance of silence, the politics of inclusion, and the importance of being seen.

For Indian luxury, in particular, this is an invitation to lead: to demonstrate that conscience and commerce need not be mutually exclusive.

Final Thought

Luxury is still about aspiration. But the nature of aspiration has changed.

Today, aspiration includes belonging, justice, and being heard.

If luxury wants to remain a symbol of not just what we wear — but who we are — it must step into a more courageous kind of elegance: one that knows when to speak, when to listen, and when silence is no longer neutral.

Because in the end, what we stand for may matter more than what we sell.

—

Abhay Gupta is Founder & CEO of Luxury Connect LLP and LCBS. Named among the World’s Top 100 Voices in Luxury, he writes at the intersection of culture, commerce, and conscience.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the official stance of the World Luxury Chamber of Commerce, its affliates, or any brands/entities mentioned. This piece is intended to foster constructive dialogue on the evolving relationship between luxury, ethics, and global responsibility.

The definition and experience of luxury are undergoing profound transformation. Where luxury was once synonymous with exclusivity, heritage, and material excellence, it is now expanding to include innovation, sustainability, and purpose. As advocates and stewards of business communities, Chambers of Commerce are in a unique position to lead this shift—and at the World Luxury Chamber of Commerce (WLCC), we are proud to be at the forefront of this journey.

A Nexus for Innovation and Heritage

Chambers of Commerce have historically served as pillars of support, diplomacy, and collaboration across industries. In the luxury sector, which thrives on tradition as much as reinvention, this role is particularly critical. At WLCC, we work with luxury brands, designers, consultants, artisans, and entrepreneurs to preserve the cultural significance and craftsmanship that define luxury while embracing cutting-edge technology, sustainability goals, and shifting consumer values.

Through curated forums, networking events, and international partnerships, we facilitate meaningful conversations that bridge the past and the future. These initiatives ensure that luxury retains its soul while continuously pushing creative and cultural boundaries.

Driving Global Collaboration

Luxury is global, and so are the challenges it faces—from climate change and supply chain transparency to digital transformation and shifting geopolitical landscapes. Chambers of Commerce like WLCC operate across borders, creating dialogue between luxury leaders from Paris to Dubai, London to New York, Tokyo to São Paulo. This global engagement is not only about business development—it’s about shared responsibility.

By hosting cross-border conferences and industry panels, we help luxury businesses of all sizes access new markets, collaborate on best practices, and develop sustainable growth models. In doing so, we foster a truly international luxury ecosystem rooted in inclusivity, integrity, and innovation.

Supporting Emerging Talent and Brands

As luxury evolves, so must its guardians. One of the most powerful roles a Chamber of Commerce can play is that of a mentor and amplifier. At WLCC, we are deeply committed to supporting emerging brands that bring fresh perspectives to the luxury landscape. Whether through educational initiatives or media spotlights, we ensure that new voices are heard—and that they receive the tools needed to succeed.

Luxury’s future depends on diversity, creativity, and vision. By nurturing the next generation of luxury leaders, we ensure that the industry remains vibrant, relevant, and responsive to the cultural currents shaping our world.

Sustainability as Strategy

Sustainability is no longer optional—it is a strategic imperative for luxury brands. Today’s consumers demand ethical sourcing, environmental responsibility, and social transparency. At WLCC, we help our members not only meet these expectations but exceed them. Our initiatives include educational webinars on sustainable business models, partnerships with environmental organizations, and recognition programs that celebrate luxury companies leading in ESG practices.

Chambers of Commerce have the scale and neutrality to bring stakeholders together for collaborative impact. From heritage watchmakers to sustainable fashion brands, we champion those who place people and the planet at the heart of their luxury ethos.

The Future Is Now

Luxury is more than a product—it is a philosophy, an experience, and an aspiration. As the industry embraces a new era defined by digitalization, sustainability, inclusivity, and purpose, Chambers of Commerce must lead with vision and action.

At the World Luxury Chamber of Commerce, we are proud to be shaping this future. By convening the world’s most dynamic luxury leaders, fostering global collaboration, and driving forward-thinking advocacy, we are not just witnessing the transformation of luxury—we are helping to create it.

The future of luxury is collaborative, conscious, and creative. And Chambers of Commerce will be the architects of that future.

Discover more at www.worldluxurychamber.com – apply directly to become a member and start shaping the future of luxury, together.

Subscribe to the WLCC newsletter to stay in the loop of luxury: https://worldluxurychamber.com/subscribe/

In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Alvaro Nuñez Alfaro—founder of Super Luxury Group, bestselling author, and high-performance adventurer. Known for merging luxury real estate with the power of influencer marketing, Alvaro has carved out a new paradigm where properties become immersive lifestyle brands. Through his bold approach, global vision, and relentless energy, Alvaro is reshaping how the world experiences high-end living.

Alexander Chetchikov: Alvaro, As the founder of Super Luxury Group, you’ve redefined how luxury real estate is marketed. What inspired you to merge real estate with influencer marketing and media, and how has that changed the game for your clients?

Alvaro Nuñez Alfaro: It started with a simple question—how do we create experiences around properties that people remember? Luxury today goes beyond marble floors and ocean views; it’s about storytelling. By merging real estate with media and influencer marketing, we turn homes into brands. That shift helps our clients reach global, targeted audiences in ways that traditional marketing never could.

AC: With an MBA background and global network, how do you approach building high-level partnerships between luxury brands, real estate professionals, and celebrities within the SLG ecosystem?

ANA: It’s all about alignment. The right partnerships are born from shared values and audience synergy. We curate connections that make sense—where everyone wins, and the experience feels organic. Whether it’s a private event at a $30M mansion or a brand collab with a celebrity, it has to elevate all parties involved.

AC: You’re also a bestselling author and keynote speaker—how do your personal philosophies on pushing limits and living intentionally show up in your writing and on stage?

ANA: Everything I speak or write about comes from lived experience. Whether it’s running 7 marathons across 7 continents in one week or building a business from the ground up, it’s all fueled by purpose. I believe in turning pain into power, and in using challenges as fuel to level up—not just personally, but to inspire others to do the same.

AC: From skydiving to ultra-endurance races, your lifestyle is far from traditional—how do these extreme experiences influence your leadership style and business decisions?

ANA: Those experiences force you to stay present, adapt fast, and lead under pressure. They teach humility, resilience, and trust in your team. Whether I’m 30 hours into a race or closing a deal, the mindset is the same: stay intentional, stay calm, and keep moving forward.

AC: Looking ahead, how do you envision the future of luxury real estate evolving, and what role will Super Luxury Group play in shaping that next chapter?

ANA: Luxury real estate is becoming experiential. It’s not just about square footage—it’s about community, content, and connection. Super Luxury Group will continue leading that shift by building bridges between high-end properties and culture. Our mission is simple: elevate real estate into a lifestyle brand.

Thank you, Alvaro!

As Alvaro Nuñez Alfaro continues to blur the lines between real estate, lifestyle, and media, one thing becomes clear—his mission is not just to sell homes, but to craft unforgettable experiences. With a fearless spirit and a purposeful mindset, he’s not only elevating the game for clients but also challenging the entire industry to think bigger. Super Luxury Group isn’t just part of the future of luxury real estate—it’s leading it.

Stay Ahead in the Luxury Industry – Join the World Luxury Chamber of Commerce and Subscribe to Our Exclusive Newsletter for Insights, Networking Opportunities, and Access to Industry Leaders.

In an increasingly interconnected world, international collaboration is no longer a strategic option but a necessity—especially in the luxury industry. With global markets expanding and consumer expectations evolving rapidly, the ability to work across borders, cultures, and sectors has become a crucial ingredient for success. From joint ventures and co-branded collections to sustainable innovation and cultural exchange, international collaboration drives growth, resilience, and relevance in luxury trade.

A Global Audience Demands a Global Approach

Luxury consumers today are more global than ever. Whether it’s a fashionista in Seoul coveting a Paris runway look or a tech-savvy entrepreneur in Dubai investing in Swiss watches, the luxury customer is digitally connected and culturally diverse. To meet the expectations of this discerning demographic, luxury brands must think globally while acting locally. International collaboration enables brands to stay attuned to regional tastes, cultural nuances, and consumer behavior patterns. By aligning with local partners or influencers, global brands can better tailor their offerings, making them more relevant and desirable.

For example, LVMH’s expansion into Asia wasn’t just about opening boutiques—it involved partnerships with local artisans, curated experiences aligned with regional festivals, and marketing strategies tailored to each market. These collaborations not only increased brand affinity but also ensured cultural sensitivity and authenticity, which are critical in luxury.

Innovation Through Cross-Border Creativity

Creativity is the heartbeat of luxury, and international collaboration is a powerful way to fuel it. When creative minds from different backgrounds come together, they spark ideas that transcend traditional design boundaries. This fusion of perspectives often results in products that are not only beautiful but also meaningful and culturally resonant.

Consider the collaboration between Dior and African contemporary artists or the capsule collections that blend Eastern aesthetics with Western craftsmanship. These cross-cultural projects breathe fresh life into legacy brands while celebrating diversity. They also provide emerging designers and creatives from less-represented regions with a platform, enriching the global luxury narrative.

Shared Resources, Shared Success

Beyond creative synergy, collaboration allows luxury brands to share resources, reduce costs, and enter new markets more efficiently. Strategic alliances can involve everything from co-investing in technology and supply chains to creating regional distribution networks or establishing joint sustainability platforms.

A prime example is the growing number of collaborations around sustainability. Luxury groups are now working with international NGOs, local communities, and even competitors to improve ethical sourcing, circular design, and carbon reduction efforts. The Kering Group’s collaboration with startups across Europe and Asia on alternative materials, or the cross-industry pact for sustainable fashion led by the Fashion Pact, shows how shared commitment can accelerate progress.

By working together, brands can access innovations they may not have had the resources to develop alone, and they can implement them on a larger scale.

Enhancing Prestige Through Global Alliances

In luxury, perception is everything. International partnerships often enhance brand prestige and elevate storytelling. When a renowned European fashion house teams up with a Japanese ceramics master, the result isn’t just a product—it’s a dialogue between heritages, a celebration of craftsmanship, and a compelling story for consumers who value depth and meaning.

These alliances also send a signal: that the brand is open, inclusive, and forward-thinking. In a world where luxury consumers increasingly seek values alongside value, being globally collaborative becomes a mark of sophistication, not just strategy.

Building Resilience in a Volatile World

Recent global disruptions—from pandemics to geopolitical tensions—have highlighted the importance of flexibility and adaptability in luxury trade. International collaboration strengthens supply chains, diversifies markets, and mitigates risk. A diversified global presence allows brands to shift focus when one region faces challenges, maintaining stability and revenue flow.

Additionally, collaborations can act as a support system. When travel restrictions or trade barriers affect one market, shared networks and cross-border operations enable brands to pivot quickly. During COVID-19, many luxury houses partnered with international logistics providers and local distributors to ensure continuity and maintain customer service standards.

The Future is Borderless

As the luxury industry looks to the future, international collaboration will only grow in importance. From metaverse partnerships with global tech firms to immersive brand experiences in emerging luxury hubs, cross-border synergy will shape the next era of luxury.

Luxury has always been about more than products—it’s about stories, emotions, and connections. International collaboration expands this emotional terrain, bringing in new voices, visions, and values. For a sector rooted in exclusivity yet striving for global relevance, collaboration isn’t just about access—it’s about evolution.

Ultimately, international collaboration isn’t a trend—it’s a transformation. It amplifies creativity, deepens cultural relevance, drives sustainability, and enhances resilience. In luxury trade, where heritage meets innovation and global meets local, collaboration across borders is not just important—it’s indispensable.

In this exclusive conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with luxury strategist and industry insider Alexandre Ferragu to dissect the evolving landscape of high-end business. With 2024 rattling the foundations of once-untouchable brands, Ferragu pulls no punches, offering bold takes on the rise of Hermès, the faltering strategy at Kering, and what diversification really means in luxury. This interview isn’t just about where luxury is headed—it’s about what it must do to survive.

Alexander Chetchikov: Alexandre, in your opinion, what is the state of the luxury sector today?

Alexandre Ferragu: We have seen hesitations in 2024 and ongoing in early 2025. It seems that at the moment, only Hermès is seeing tremendous results. The post-COVID growth was extremely strong and probably too strong. Brands might have overlooked many aspects, such as brand value, product quality, and customer intimacy. Studies show that over the last few years, sales revenue growth was mostly due to price increases and not higher volume sales.

Studies show that consumers are now discussing the real value of luxury brands and the fact that they might be overpriced.

Many questions arise on value for money, logo visibility, and brand extensions.

AC: How would you assess Kering’s current position in the luxury market?

AF: Have you ever heard of “don’t put all your eggs in one basket”? Quite frankly, this is concerning, it seems that the group is stuck on repeating the same strategy for their brands. Balenciaga was pumped up for a few years using debatable strong pieces attracting GenZ, but their despicable 2022 communication did cost them a lot of customers… They should have taken a stand and fired all the people responsible! Now they placed Demna Gvasalia at the helm of Gucci, destroying around €3 billion in company valuation in the process. It shows that investors are really concerned about the group’s strategy.

Bottega Veneta and Saint Laurent are amazing brands that have great growth potential. They need to find their loyal customer base and not consumers who hop on brands looking for the hype, which is what Gucci and Balenciaga’s customers do.

AC: What makes Hermes unique compared to the rest of the industry? Why do you think the brand so successful?

AF: I think steady growth, craftsmanship, and customer intimacy are the keys for Hermès. Any brand needs to rely on bedrock customers to maintain steady growth, and Hermès is the best at it. Its customer base is strong, reliable, and loyal. They have increased their prices reflecting inflation, not taking advantage of the hype, and still providing the best quality possible. Looking at their Cost of Goods Sold, they comparatively spend more than any other large competitor on production. Customers are getting their money’s worth, it brings real value to customers.

AC: Luxury brands are diversifying. What are your thoughts on that?

AF: Some will argue that diversification leads to a loss of the core value of the brands. But would Louis Vuitton or Hermès still be around if they had stuck to their original products? Diversification is a great tool to enhance customer relationships, bringing customers to the brand. Hospitality is where it is all happening today, Bulgari is doing a great job, and Louis Vuitton will do amazing. Diversification needs to be done well, in line with the brand’s values. It’s also a way to grow for brands as they are increasing the share of wallet of their customers. We see that people are looking for brands over products, and this is a great way to respond to this.

AC: Do you believe the luxury sector has overextended itself?

AF: It depends on people’s vision of life: Consumerism, love for well-made products, love for exclusivity, love for emotions… Brands are extremely big today, but there is room for growth, for a larger customer base if needed. Around 2% of the customers represent 45% of the revenues of the sector. Relying on a very tiny customer base is dangerous. Should luxury be made more affordable? Well, it is less luxurious if it becomes too affordable, so brands must tune in to find the sweet spot. I believe they will have no choice but to introduce new entry-level products. The best-performing categories for 2024 are entry-level prices.

AC: Where do you see the luxury industry heading next?

AF: I think going back to its roots will help the sector. Too many customers felt that brands took advantage of them and started to buy less as prices became too high compared to what they were a few years ago. Bringing better value for money is key.

Be the best at manufacturing, and spend perhaps less on very costly retail.

Become more classy, less streetwear.

It might be the right time for groups such as LVMH to acquire other brands/groups at a discount. Kering would be a great target, they own amazing brands that they mismanaged.

Thank you, Alexandre!

As Alexandre Ferragu concludes this incisive interview, one thing becomes clear—luxury can no longer afford to coast on its name. With customer expectations evolving and authenticity under the spotlight, the industry must recalibrate. Whether through a return to craftsmanship, smarter diversification, or bold mergers, the future belongs to the brands that remember what made them desirable in the first place. With Alexander Chetchikov steering the conversation, this exclusive insight lays bare the truth: it’s time for luxury to grow up.

To gain more insights into the luxury industry, visit our expert articles and interviews: https://worldluxurychamber.com/category/expert-articles-interviews/

In this exclusive conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Sheetal Jain, the Founder and CEO of Luxe Analytics. A respected researcher, educator, and strategist, Sheetal has been at the forefront of guiding luxury brands through the rapidly evolving landscape of consumer behavior, sustainability, and digital transformation. With a keen eye on emerging markets and shifting values, she shares her deep insights into how luxury is being redefined for a new generation of global consumers.

Alexander Chetchikov: As the Founder & CEO of Luxe Analytics, you specialize in helping luxury brands navigate growth and revenue challenges. What are some of the most significant shifts you’ve observed in luxury consumer behavior over the past few years, and how should brands adapt?

Sheetal Jain: Luxury spending is increasingly shifting from goods to experiences. This shift reflects a desire for memories and unique experiences over material possessions. Hence, brands should focus on creating memories for their customers during their purchase journey.

Alexander Chetchikov: Your expertise spans research, strategic advisory, and education in luxury, retail, and sustainability. How do you see the role of sustainability evolving in the luxury sector, and what strategies should brands adopt to balance exclusivity with environmental responsibility?

SJ: Sustainability will play an ever-increasing role in the luxury industry due to increased awareness and preference among consumers to indulge in sustainable consumption. Brands should embed sustainability as a core element across their functional areas and supply chain to ensure the transition to a sustainable brand.

Alexander Chetchikov: With your experience as an adjunct faculty member teaching luxury marketing and consumer behavior, what are the key insights or skills that aspiring luxury professionals need to succeed in today’s market?

SJ: Luxury professionals need to understand the unique attributes, needs, and preferences of today’s luxury consumer that not only greatly vary across countries, cultures, and demographic characteristics (age, gender, etc.), but are also evolving as per changing global trends. Hence, luxury professionals need to continuously upskill and continuously learn about the latest trends in the luxury industry in order to be successful.

Alexander Chetchikov: As an internationally published author and researcher, you have a deep understanding of luxury market intelligence. Can you share a particularly surprising or counterintuitive insight from your research that challenges conventional wisdom in the luxury industry?

SJ: One particularly surprising finding is the significant role of digital platforms in influencing luxury purchase decisions among young Indian consumers. The study highlights that online luxury shopping is gaining momentum, challenging the traditional reliance on physical retail channels. This shift towards digital platforms not only provides convenience but also extends the reach of luxury brands to a broader audience, including those in tier 2 and tier 3 cities.

Traditionally, luxury brands have been associated with exclusivity and a strong emphasis on physical retail experiences. However, my study reveals that hedonic value, which relates to the pleasure derived from consumption, is a key predictor of young consumers’ attitudes toward purchasing luxury fashion goods. This suggests that the emotional and experiential aspects of luxury consumption are increasingly important, potentially more so than the traditional emphasis on exclusivity.

Additionally, my research on the sharing economy reveals that social projection value, which pertains to the desire to project one’s identity and status, is a significant predictor of luxury fashion rental consumption among Indian millennials. This challenges the traditional view that luxury consumption is solely about ownership and suggests that access-based consumption models, such as rentals, are gaining traction among younger consumers. ​

These insights collectively challenge the conventional wisdom that luxury consumption is primarily driven by exclusivity, ownership, and traditional retail experiences. Instead, they highlight the growing importance of emotional engagement, digital accessibility, and evolving consumption models in shaping luxury purchase behaviors.

Thank you, Sheetal!

Sheetal’s insights highlight the importance of adaptability, education, and innovation in an industry rooted in tradition yet constantly evolving. With voices like hers shaping the narrative, the future of luxury looks not only promising—but purpose-driven.

Stay Ahead in the Luxury Industry – Join the World Luxury Chamber of Commerce and Subscribe to Our Exclusive Newsletter for Insights, Networking Opportunities, and Access to Industry Leaders.

At the heart of luxury brands’ success lies the ability to deliver exceptional, personalized experiences that resonate with their clients. With increasing competition and the shifting expectations of affluent consumers, luxury brands across sectors such as hospitality, real estate, food and beverage, and more must adapt to deliver distinctive, personalized services. The key to achieving this lies in harnessing the power of data insights.

Data is no longer just a byproduct of operations; it is a strategic asset that, when properly analyzed and utilized, can revolutionize the luxury client experience. By leveraging data in innovative ways, luxury brands can enhance personalization, anticipate client needs, and deliver a seamless, elevated experience at every touchpoint. Here’s how you can integrate data insights to transform the client experience:

Personalized Experiences at Scale

In the luxury industry, exclusivity and personalization are paramount. Using data from various client touchpoints—such as transaction history, past interactions, and digital behavior—brands can create tailored experiences that exceed expectations.

Example: A luxury hotel chain can analyze past guest stays to personalize future visits. This could include preferences for room type, dining options, or even temperature settings. By anticipating these needs in advance, the hotel ensures a seamless and personalized experience every time a client checks in.

Predictive Analytics for Client Needs

Predictive analytics allows luxury brands to anticipate future client behavior based on historical data. By recognizing patterns and trends, brands can proactively offer services or products before a client even requests them.

Example: In real estate, agents can track a client’s preferences for location, property features, and even design aesthetics. Using this data, they can provide pre-market listings or early access to properties that match the client’s specific desires, giving them a competitive edge and increasing the likelihood of a sale.

Real-Time Data to Enhance Engagement

Real-time data insights enable brands to adapt quickly to client needs, offering a dynamic and highly personalized experience. By tracking client behavior in real-time, brands can respond to shifts in preferences and adjust services accordingly.

Example: In luxury spas, real-time data can track a guest’s preferences during their visit, such as preferred massage techniques or fragrance choices. If a client requests a change mid-treatment, staff can adjust the services in real-time, ensuring the experience is tailored to their needs on the spot, leading to heightened satisfaction and a memorable visit.

Seamless Omnichannel Client Journeys

Luxury clients frequently engage with brands across multiple channels, including online, in-store, and through mobile apps. Integrating data from these various touchpoints allows brands to create a cohesive and fluid client journey, offering tailored services at every stage of the interaction.

Example: A high-end fashion retailer can track a customer’s online browsing habits—such as the types of clothing or accessories they view. When the customer visits the store, staff can be alerted to the client’s preferences, offering them a curated selection of items that reflect their tastes. This ensures a seamless experience whether the client is shopping online or in-store.

Data-Driven Loyalty and Marketing

Using data insights, luxury brands can create more effective loyalty programs and marketing campaigns that resonate with their clients’ unique preferences. By analyzing client behavior, brands can offer exclusive rewards and personalized messaging that deepens relationships and drives engagement.

Example: A luxury brand could segment its customer base based on purchasing behavior and preferences. For high-spending clients, the brand might offer early access to new collections or exclusive invitations to private events. This data-driven loyalty program not only makes clients feel valued but also incentivizes repeat business, fostering long-term brand loyalty.

Data is Key to the Future of Luxury

As the luxury sector continues to grow and evolve, the role of data becomes even more critical. By embracing data-driven insights, luxury brands can deliver highly personalized experiences that anticipate client needs, optimize every touchpoint, and build deeper emotional connections. Those who successfully harness the power of data will not only enhance the client experience but also gain a competitive edge in an increasingly data-driven world.

Stay Ahead in the Luxury Industry – Join the World Luxury Chamber of Commerce and Subscribe to Our Exclusive Newsletter for Insights, Networking Opportunities, and Access to Industry Leaders.

In this exclusive conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Nick Gibbens, the visionary Editor-in-Chief of Luxury Lifestyle Magazine. Known for his editorial precision and digital-first approach, Gibbens has redefined how luxury is portrayed in modern media—balancing innovation with tradition and storytelling with sustainability. Together, they explore the evolving nature of luxury, the role of responsible content creation, and what it truly means to connect with the world’s most discerning readers.

Alexander Chetchikov: Nick, as the Editor In Chief of Luxury Lifestyle Magazine, you’ve built a reputation for focusing on quality over quantity. How do you ensure that the magazine consistently delivers the refined, high-end content that your affluent audience craves?

Nick Gibbens: This is certainly a constant challenge and something that we are always striving to improve on. We try and use the best possible writers available and only accept freelance pitches that really have that ‘wow’ factor. Working with the top PR companies gives us access to the very best brands and talent, and we can work with them directly to develop unique and interesting angles.

We also like to work with our readership to keep on top of what they like to read as well as the topics they are not so keen on. Our extensive email database is a great tool for conducting this type of research. We also work very closely with the website data that is available to us via Google Analytics.

SEO tools such as Ahrefs allow us to analyse search trends and the keywords people are searching for, and we have started to use AI to research the competition and generate ideas for compelling content.

Finally, staying on top of industry trends and networking with professionals in our luxury sphere is something that we value greatly and is often undervalued.

AC: Luxury Lifestyle Magazine champions a forward-thinking and progressive approach to the luxury industry. Can you share some examples of how this mindset influences your editorial choices?

NG: We like to highlight the world’s best emerging luxury brands, ideally those that are yet to really be discovered and have a unique story to tell. We certainly favour those that take sustainability seriously as we strongly believe the luxury sector has a big role to play in the protection of the environment.

Championing the best British brands is also something we love doing here at LLM as we feel our readership should be buying as locally as possible and, in the process, reducing the amount of air miles and supporting local economies. We also take great pride in promoting brands that take social issues seriously and help to give back to their local communities.

AC: The luxury industry is often associated with exclusivity and tradition, but at LLM, there’s a strong emphasis on emerging brands and experimental approaches. What do you see as the future of luxury, and how do you balance tradition with innovation in your coverage?

NG: The luxury sector is undoubtedly at a crossroads. Consumer preferences are shifting quickly, and traditional notions of exclusivity are certainly being challenged. Luxury is no longer just about premium products with hefty price tags; it is now more about creating meaningful, immersive experiences that integrate cleverly into every aspect of consumers’ lives. It’s no longer just about what you wear or even drive; it’s about how every facet of life can reflect a luxury ethos, from the car you admire to a bathroom vanity inspired by its design.

As a digital brand ourselves, we have had to overcome the snobbery that only print ‘should be covering luxury.’ Our overall objective has been to create that high-quality coffee table magazine feel but using digital technology to deliver the experience. It’s where the future is, and we have spent our resources into making sure our product provides the best digital experience.

Traditional luxury brands have had to transition and cater to an online audience and, in the process, have had to improve their digital marketing and PR. We have helped them tell their story to an affluent digital audience seeking the finest products and experiences money can buy.

AC: Sustainability and responsible luxury have become increasingly important. How does LLM evaluate and feature brands that prioritize eco-friendly and socially responsible practices without compromising on the luxury experience?

NG: This is a very important question as ‘greenwashing’ is becoming increasingly common and something we take very seriously. The simple answer is lots of research into the brand (website, social media channels, and online reviews are a good starting point) and asking the right questions.

AC: With luxury brands becoming more experimental, how do you curate content that still resonates with the high-net-worth individuals who value refinement and heritage?

NG: Yes, creating content that resonates well with high-net-worth individuals requires a deep understanding of their unique desires, motivations, and behaviors. These affluent readers are demanding more than just high-end products in slick packaging – they now seek personalised experiences, exclusivity, and brands that resonate with their personal values and lifestyles. They are drawn to experiences, storytelling, and products that represent craftsmanship, heritage, and, increasingly, social impact. Our challenge is to offer them unique content that they have not consumed previously and demonstrate how experimentation can run alongside refinement and heritage. It’s a tricky balance to get right and is constantly evolving. The key is keeping on top of trends, communicating directly with HNWIs through social media, email, and focus groups.

AC: As an editor, you play a significant role in shaping the magazine’s voice. What has been the most rewarding aspect of curating the editorial direction for LLM, especially as it relates to connecting your readers with new and exciting luxury brands?

NG: I think this would be shining the spotlight on previously undiscovered luxury brands and businesses. These are usually artisan and family-run, so they have a real heart and soul. It just means more.

AC: Finally, what advice would you give to up-and-coming writers or editors who aspire to work within the luxury publishing industry and make an impact, as you have at Luxury Lifestyle Magazine?

NG: You don’t need an NCTJ qualification to become a journalist, but it can be very helpful, and I would certainly recommend it if possible. I can’t stress enough how important work experience is, and I would strongly advise anyone looking to get into journalism to approach media companies to see what opportunities they offer on this front. We have helped 50-plus aspiring writers since our launch in 2015. I would also suggest the following: create your own website, build your portfolio, read as much as possible, network and attend events, and develop and nurture PR contacts. It’s a very competitive industry, and getting that big break is difficult but not impossible if you put the time and effort in.

As luxury continues to evolve beyond material possessions into experiences, values, and storytelling, Nick Gibbens remains at the forefront—bridging heritage with innovation and championing authenticity above all else. His passion for quality journalism and dedication to spotlighting meaningful luxury narratives make him a true curator of the refined lifestyle.

We thank Nick for his time and insights and look forward to watching Luxury Lifestyle Magazine continue to shape the future of luxury media.

Stay Ahead in the Luxury Industry – Join the World Luxury Chamber of Commerce and Subscribe to Our Exclusive Newsletter for Insights, Networking Opportunities, and Access to Industry Leaders.

In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Neen James, a globally recognized leadership strategist and luxury expert. Renowned for her work with some of the world’s most influential executives, Neen has redefined leadership by applying the principles of luxury—attention, personalization, and deep human connection. With her upcoming book, Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business, set to revolutionize how leaders approach client relationships, she shares her insights on why luxury is more than just exclusivity—it’s about creating transformational experiences.

Alexander Chetchikov: Neen, your work as a leadership strategist and luxury expert is inspiring. How do you define luxury in today’s business landscape, and how does it intersect with leadership and executive success?

Neen James: Luxury is about experiences—it’s fundamentally about attention and human connection. It’s how you make people feel seen, heard, and valued in every interaction.

The most successful leaders adopt what I call a “concierge mindset” rather than a “bellhop mindset.” A bellhop prioritizes efficiency, while a concierge focuses on deepening relationships. This distinction transforms transactional client relationships into transformational ones.

Our proprietary research study into the luxury mindset revealed that luxury transcends industry. By applying principles of personalization, exclusivity, and exceptional attention, leaders elevate their impact and create meaningful connections that drive business success.

Alexander Chetchikov: Your upcoming book, Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business, explores strategies to enhance leadership and sales through luxury principles. Can you share a sneak peek into these luxury levers and how they can transform executive performance?

Neen James: My Experience Elevation Model™ features five luxury levers that systematically transform client relationships. These levers increase mind share and market share for brands by staying top of mind and driving revenue.

Entice—captivating attention through compelling storytelling, answering the question: “Why should I pay attention to you?”

Invite—demonstrating your experience through sophisticated communication that creates a sense of belonging, addressing: “How do I get access to that special level?”

Excite—creating share-worthy experiences engaging all five senses, prompting clients to wonder: “What else will they do?”

Delight—anticipating needs clients didn’t even know they had, making them ask: “How did they know what I needed?”

Ignite—transforming satisfied clients into passionate advocates who naturally ask: “Who else can I tell about my experience?”

Alexander Chetchikov: In a rapidly evolving market, what key strategies must executives adopt to lead with impact while maintaining the exclusivity and prestige associated with luxury brands?

Neen James: Today’s luxury leadership requires balancing seeming contradictions—embracing innovation while honoring heritage, leveraging technology while preserving human connection.

Leaders must implement systematized thoughtfulness—intentionally build processes ensuring consistent, personalized attention at scale.

Leaders need to “listen with your eyes”—pay full attention, notice what isn’t being said, and understand our clients on a deeper level. In luxury, anticipating what clients don’t even know they need, separates good from exceptional.

Becoming fluent in speaking the “luxury language” clients need to hear to attract different luxury mindsets. In our proprietary research study, we found there are four luxury mindsets: reluctant and removed, pro-prioritizer, confident and content and luxury lover. Whether connecting with a “luxury lover” who believes everyone deserves luxury or a “pro prioritizer” who uses luxury to enhance their career, speaking their luxury language creates instant rapport, helps accelerate the sales process, and builds brand advocates.

Mastering creating “champagne moments”—transforming everyday interactions into extraordinary memories through thoughtful details and personalized touches.

Exclusivity today doesn’t mean being unavailable—it means creating personalized experiences that couldn’t be replicated for everyone.

Alexander Chetchikov: You’ve worked with some of the most influential leaders in the world. What defining traits set apart exceptional executives when it comes to leading in high-stakes luxury industries?

Neen James: Working with leaders across luxury travel, hospitality, financial services, and real estate, I’ve noticed distinctive traits that set exceptional executives apart and make them remarkable.

Clear vision – they see possibilities where others see limitations. In my keynotes, I share the story and heritage of Veuve Clicquot. Madam Clicquot was an inspiring leader who revolutionized champagne by inventing the riddling process, a process still used today; great leaders transform industries through their refusal to accept the status quo.

Confidence – the most influential luxury leaders possess what I call “contagious confidence” – that magnetic quality that inspires absolute trust and elevates everyone around them. Their teams naturally mirror this confidence in client interactions.

Curiosity – leaders that approach relationships with profound curiosity, asking thoughtful questions and listening with intention.

Communication – exceptional communication skills, articulating vision with clarity across all platforms – from boardroom presentations to handwritten notes. They have a commanding presence and leverage sophisticated storytelling and authentic delivery to create memorable moments in any setting, making the complex appear effortless while maintaining their distinctive luxury voice.

Alexander Chetchikov: Leadership and luxury are both evolving at an unprecedented pace. What major shifts do you foresee in these sectors over the next 5-10 years, and how should leaders prepare to stay ahead?

Neen James: The luxury landscape is transforming dramatically, with several key shifts that savvy leaders must navigate. We’re witnessing a beautiful evolution from pure exclusivity toward thoughtful inclusivity—luxury will maintain its exceptional quality while expanding beyond price point to experiences that make more people feel valued.

Simultaneously, integrating high-tech and high-touch approaches will reach new sophistication, with AI handling routine interactions while human talent delivers deeper personalization. Sustainability has become non-negotiable as luxury clients demand environmental responsibility without compromising quality, creating opportunities in the emerging circular luxury economy.

As digital experiences become ubiquitous, we’ll see a renewed appreciation for craftsmanship, storytelling, and authenticity. The narrative behind products—their heritage and creators—will become even more vital. This connects to another significant shift: Luxury is becoming even more experiential rather than possession-focused, with products valued for the memories and feelings they create. You’ve heard me say that luxury is about experiences, not things.

The leaders who thrive will cultivate a luxury mindset—the ability to envision bold futures while implementing pragmatic steps toward them. This requires continuous learning, diverse perspectives, and carving out space for strategic thinking amidst daily operations. The future belongs to those who honor tradition while fearlessly embracing innovation.

Alexander Chetchikov: Your expertise in keynote speaking empowers executives to refine their leadership strategies through luxury, sales, and influence. What is the most impactful mindset shift leaders need to make to create exceptional experiences within their organizations?

Neen James: Exceptional leaders understand they must move from transactional to transformational experiences for their clients and team to increase mind share (be top of mind) and market share (to drive revenue).

We can’t just capture the attention of clients and demonstrate our expertise; we must anticipate needs our clients didn’t even know they had, delight them with our products and services, and then ignite them to become advocates for our brand.

Leaders must stop thinking like bellhops and start thinking like concierges.

Bellhops are essential, focusing on efficiency and transactions—moving you through the hotel quickly. In business, this translates to prioritizing metrics and short-term results.

A concierge is vital and focuses on relationships and long-term satisfaction. They don’t just solve immediate needs—they anticipate future desires. They don’t just know your name—they remember your preferences.

When leaders adopt a concierge mindset, they stop asking, “How can I close this deal quickly?” and start asking, “How can I build a relationship that creates an advocate for life?” They transform from managing transactions to curating transformations.

This shift doesn’t require massive budgets—it requires intentionality, upskilling teams to listen deeply, and creating space for personalization and customization within standardized processes.

Luxury isn’t what you sell; it’s how you make people feel. When leaders embrace this truth, they create organizations that don’t just satisfy clients—they delight them.

Alexander Chetchikov: Finally, as a board member, which World Luxury Chamber of Commerce initiatives are you most excited about?

Neen James: I’m energized by three WLCC initiatives:

The Luxury Library builds an invaluable repository of wisdom, preserving our industry’s heritage while inspiring innovation. I’m passionate about contributing research findings from my luxury mindset studies to this growing resource. I am even more excited for our members to read my new book, Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business, in October!

The Luxury Education Hub aligns perfectly with my passion for elevating luxury leadership through transformational learning. I’m excited about developing and delivering executive programs and webinars to help our members understand the psychological dimensions of exceptional experiences—creating moments that build lasting loyalty.

The Luxury People Magazine provides a beautiful showcase for the human stories behind luxury brands. I love how it facilitates cross-industry pollination—a hotelier finding inspiration from a jewelry designer’s approach to personalization, for example.

Together, these initiatives elevate our entire luxury ecosystem by fostering collaboration and the cross-pollination of ideas. That’s something worth raising a glass of champagne to—and you know how I feel about creating champagne moments!

Thank you, Neen!

As this conversation with Neen James comes to a close, one thing is clear: Luxury leadership is evolving, and those who master the art of personalized, transformational experiences will define the future of the industry. From her proprietary research on the luxury mindset to her five luxury levers, Neen offers a powerful roadmap for executives who want to elevate their leadership, deepen client relationships, and drive long-term success. With her contributions to the World Luxury Chamber of Commerce and the upcoming launch of her book, Neen continues to shape the landscape of luxury and leadership. As she so eloquently puts it, “Luxury isn’t what you sell; it’s how you make people feel”—a philosophy that will undoubtedly inspire leaders for years to come.

Follow Neen on LinkedIn here & stay up to date on the latest in luxury, here: https://worldluxurychamber.com/category/expert-articles-interviews/

Source & Copyright: https://neenjames.com/

In this exclusive interview, Laurent Delporte, a seasoned expert in luxury hospitality, shares his profound insights on refining strategic visions for high-net-worth individuals and corporations. With years of experience visiting and advising some of the world’s most prestigious hotels, Laurent delves into the essence of hospitality, the future of innovation in the sector, and the role of emotional intelligence in guest experiences. Led by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, this conversation offers a deep dive into the evolving landscape of luxury hospitality, the balance between technology and human touch, and the importance of leadership in shaping exceptional service.

Alexander Chetchikov: Laurent, with your vast experience in luxury hospitality, how do you approach advising brands on refining their strategic vision to appeal to high-net-worth individuals and corporations?

Laurent Delporte: In the luxury hospitality industry, the fundamental element that makes all the difference is hospitality itself. It goes beyond flawless service; it is, above all, about human relationships. And this relationship with others begins with an authentic relationship with oneself. That’s why, when I help brands refine their strategic vision, my approach starts with introspection: understanding oneself to better welcome others.

Hospitality is a core strategy that works in two ways. On one hand, it is essential for attracting and retaining clients by offering them an experience that exceeds their expectations. Wealthy individuals and businesses are looking for more than just high-end service; they seek a privileged relationship with the brand, a sincere connection that builds trust and loyalty. Attention to detail and service personalization are key levers in this process. It is these small gestures, subtle yet sincere, that transform a simple stay into a memorable experience.

However, to deliver such high-quality hospitality to clients, a company must first ensure it welcomes its own employees well. This is a crucial challenge today: a well-integrated, valued, and fulfilled employee will naturally be more inclined to provide an outstanding customer experience. It’s not just about working conditions but also about the overall atmosphere and energy. Creating an environment where teams feel good, proud to be part of the company, and motivated to convey this passion and excellence to clients is essential. Hospitality must be lived internally before it can be genuinely extended externally.

Finally, to truly welcome others, one must first learn to welcome oneself. This involves developing leadership and setting an example. A manager or executive must embody hospitality values, live by them daily, and pass them on to their teams. A great leader is someone who inspires, gives meaning to the work, and fosters a climate of trust where each employee can express themselves and thrive. This is how brands align the client experience with their luxury positioning and create a true competitive advantage in the market.

AC: Having visited over 400 luxury hotels worldwide, how do these experiences shape your approach to innovation and marketing strategies for luxury hotel brands?

LD: Having visited more than 400 luxury hotels around the world, I have observed what truly sets an exceptional experience apart from a merely high-end stay. Each hotel, each brand, and each destination tells a unique story through its design, service, and approach to hospitality. These experiences have profoundly shaped my vision of innovation and marketing strategies in the luxury hospitality sector.

One of the key lessons I’ve learned is that innovation is not just about technology or design—it is, above all, about creating a strong emotional connection with the guest. The most memorable establishments are those that anticipate expectations, surprise their guests, and cultivate a sense of belonging. I integrate this perspective by helping brands design immersive and unforgettable experiences, where every detail contributes to a cohesive identity that strengthens the hotel’s positioning.

However, what is fundamental in luxury hospitality is, above all, generous hospitality. A hotel should not count its gestures toward guests; it should be generous—generous in attitude, in the attention to every detail, and in the intent behind every interaction. This generosity is expressed through a sincere smile, thoughtful gestures throughout the stay, and a deeply humanistic approach to guest relationships. Luxury hospitality is not just about flawless service; it is about a real human connection that transforms a simple visit into an unforgettable memory.

This approach cannot exist without proper training and awareness among teams. Every employee, at every level of the hotel, must embody this spirit of generosity. The atmosphere within a property reflects how its teams interact with one another: sometimes, there is a warm, family-like ambiance; other times, it is missing. This is not just a matter of technical expertise but of mindset. A luxury hotel is a story, a place, a region, a team, and an experience. It is not merely a price point or sophisticated decor. Hospitality must be alive and present everywhere: in the restaurant, at the reception, in the spa, and in every interaction with guests.

Generous hospitality is, therefore, everyone’s responsibility. Every employee plays a key role and must be recognized for their commitment. A hotel can have the most stunning decor in the world, but without motivated and valued teams, the experience will fall flat. Recognizing and appreciating staff members is essential to creating that unique, warm, and sincere atmosphere that is then naturally passed on to guests. By integrating this vision into innovation and marketing strategies, we go beyond selling just a stay—we offer a true moment of life, an emotion, and a story that leaves a lasting impression and builds loyalty.

AC: As a consultant and speaker, what do you see as the most important emerging trends in the luxury hospitality sector that will impact both marketing and guest experiences in the near future?

LD: As a consultant and speaker in the luxury hospitality industry, I observe several emerging trends that will significantly shape both marketing strategies and guest experiences in the coming years. These transformations are deeply rooted in human connection, emotional intelligence, discretion, and immersive luxury experiences.

1. The Rise of Generous and Emotionally Intelligent Hospitality

Luxury hospitality is evolving beyond impeccable service; it is becoming deeply personal and emotionally intelligent. The ability to create a sincere, trust-based relationship with guests will be a key differentiator. Staff members must go beyond the simple “How are you?” to truly understand how guests feel—identifying emotions and responding with tailored experiences that enhance their well-being.

This shift requires a profound transformation in team training and mindset. Employees must feel confident, empowered, and emotionally balanced themselves before they can authentically engage with guests. Training in emotional intelligence will be critical, ensuring that luxury hospitality remains a deeply human experience, even as automation and AI expand in the industry.

2. The Balance Between High-Tech and High-Touch Service

Luxury hotels are embracing cutting-edge technologies—from AI-driven personalization to dynamic digital room environments that adapt to guest preferences. These advancements enhance the guest experience, offering convenience and seamless customization. However, as technology becomes more prevalent, the human element becomes even more vital.

In an increasingly automated world, luxury hospitality must reaffirm its core value: genuine human connection. The most successful brands will be those that use technology to enhance, rather than replace, human interactions, ensuring that each touchpoint remains warm, intuitive, and emotionally engaging.

3. From Experiential Luxury to Transformational Luxury

Luxury is no longer just about exclusivity or opulence; it is about meaningful, transformative experiences. Guests seek immersive moments that align with their personal values, whether through wellness retreats, cultural discoveries, or authentic regional experiences.

Well-being will no longer be confined to the spa—it will become an integral part of the entire guest journey, from sleep optimization to mindful dining experiences. The future of luxury hospitality lies in offering holistic well-being that nurtures the body, mind, and spirit.

4. The Shift Toward Discreet and Ethical Luxury

The future of luxury is moving away from the ostentatious toward refined discretion. We are already seeing the emergence of ultra-private properties, where hotels blend seamlessly into their surroundings, offering exclusive access to a select clientele without excessive branding or visibility.

This trend aligns with the growing importance of ethics in luxury hospitality. Guests are increasingly conscious of social and environmental issues, and luxury brands must integrate these values authentically into their messaging. Rather than emphasizing extravagance, the new luxury narrative will focus on meaning, sustainability, and positive impact.

5. The Reinvention of Hospitality Careers and Employee Engagement

As automation transforms traditional roles, the human touch will become an even greater luxury. Hospitality careers will evolve, requiring new skills that emphasize personalization, empathy, and storytelling.

At the same time, attracting and retaining talent will be a significant challenge. Employees are looking for purpose-driven workplaces where they feel valued and inspired. Hotels must invest in training, career development, and workplace well-being to create environments where staff can grow and thrive. A luxury hotel is not just about its design or amenities—it is about its people. If employees feel motivated and connected, their energy will naturally enhance the guest experience.

In a world increasingly shaped by AI, automation, and digital innovation, the true essence of luxury will remain deeply human. The most successful hotels will be those that master the art of balance—leveraging technology to enhance convenience while fostering genuine emotional connections between guests and staff.

Luxury hospitality will continue to evolve, but one truth remains constant: guests do not remember what was provided—they remember how they felt. The future belongs to brands that embrace generous hospitality, emotional intelligence, and meaningful experiences that create lasting memories.

AC: With your involvement in luxury hospitality education and conferences, how do you believe continuous learning and leadership development contribute to the industry’s evolution and innovation?

LD: In an unstable world, it is crucial to inspire and guide teams to develop a distinctive and meaningful hospitality approach. Through my conferences and training programs, I emphasize emotional intelligence, employee well-being, and the importance of sincere and embodied hospitality.

Continuous training plays a key role in helping professionals better manage their emotions, refine their attention to detail, and enhance their soft skills. It fosters a leadership culture where managers inspire their teams and encourage innovation. Contrary to popular belief, even top executives must keep learning to adapt to industry shifts and evolving societal expectations.

Luxury hospitality must strike a balance between tradition and innovation, incorporating trends such as digitalization, sustainability, and workplace well-being. Training also helps retain talent by providing career growth opportunities and a motivating work environment.

Investing in leadership development and continuous training ensures a hospitality experience that is excellent, generous, and constantly evolving while strengthening team engagement and enhancing customer experience.

Thank you, Laurent! Follow his journey here: https://www.linkedin.com/in/laurentdelporte/

As our discussion comes to an end, it is clear that Laurent’s vision for luxury hospitality goes far beyond aesthetics and service—it is about human connection, generosity, and meaningful experiences. From the art of welcoming both guests and employees to the future of discreet, ethical luxury, his insights shed light on how the industry must evolve to remain truly exceptional. With continuous learning, leadership development, and a commitment to genuine hospitality, the future of luxury will be defined by those who master the balance of innovation and emotional intelligence.

To gain more insights into the luxury industry, visit our expert articles and interviews: https://worldluxurychamber.com/category/expert-articles-interviews/